How Kakic Universe Turned a Movie Screening into a Viral Cinema Culture Moment The Michael Jackson Watch Party at Westgate Cinemas was more than just a film screening.

It became a powerful demonstration of what happens when creative strategy, community engagement, influencer participation, and the right entertainment environment come together.

Organised and marketed by Kakic Universe, the watch party was designed to celebrate the timeless legacy
of Michael Jackson while creating a memorable cinema experience that would attract fans, families, creatives,
celebrities, influencers, and entertainment lovers.

The Challenge

Westgate Cinemas needed more than ordinary movie updates. The goal was to create an experience that could:

• Increase awareness around Westgate Cinemas
• Drive foot traffic into the cinema
• Create a memorable event people would talk about
• Position the cinema as a destination for themed experiences
• Prove that creative event marketing can work even without a large advertising budget
• Generate strong content for social media and future sponsorship proposals

Instead of simply advertising a movie screening, Kakic Universe created a themed cultural event around one of the most iconic entertainers in history: Michael Jackson.

The Concept

The idea was simple but powerful: turn a Michael Jackson screening into a full watch party experience.

The event invited fans to come together, celebrate the music and legacy of Michael Jackson, dress up, take photos, create content, and enjoy the cinema experience as a community.

Many attendees came dressed in Michael Jackson-inspired outfits, creating a visually exciting atmosphere that naturally encouraged people to take photos, record videos, and share the experience online.

This helped transform the screening from a normal cinema outing into a shareable entertainment moment.

Kakic Universe’s Role

Kakic Universe handled the creative direction, digital marketing, event positioning, content strategy, and social media momentum for the watch party.

Our work included:

• Developing the event concept and positioning
• Creating hype around the screening
• Promoting the event organically on TikTok and Instagram
• Encouraging audience participation and themed dressing
• Building interest among fans, influencers, and entertainment personalities
• Capturing the event as a content opportunity
• Positioning the event as proof of Westgate Cinemas’ potential for themed movie experiences
• Turning the success into a repeatable model for future premieres, watch parties, and sponsored cinema activations

Organic Marketing Strategy

One of the strongest parts of the campaign was that it was achieved without paid advertising.

Kakic Universe used an organic-first approach built around:

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The Result

The Michael Jackson Watch Party became a strong proof of concept for experience-led cinema marketing.

Key Highlights

• Successful event turnout at Westgate Cinemas
• Celebrities, influencers, industry professionals, and fans in attendance
• Many attendees dressed in Michael Jackson-inspired looks
• Strong organic traction on TikTok and Instagram
• Generated event photos, video content, and social proof
• Helped position Westgate Cinemas as a venue for themed entertainment experiences
• Created a case study that can support future sponsorship pitches, premieres, and brand activations