Audiences continue to be enthralled with the ongoing adventures of Middle-earth. The Hobbit: The Desolation of Smaug, the second film in a trilogy based on J. R. R. Tolkien’s book The Hobbit released by Warner Bros. Pictures, dominated the global box office in its opening weekend and provided fans with one enjoyable and interactive social media experience. Earning $73.7 million domestically and $131.2 million globally in its opening weekend. Peter Jackson’s sequel holds the second-best opening weekend figures for The Lord of the Rings franchise, behind 2012’s The Hobbit: An Unexpected Journey and ahead of 2003’s Academy Award winning The Lord of the Rings: The Return of the King.

Digital Media Management’s crackerjack theatrical team approached the social media marketing campaign on The Hobbit: The Desolation of Smaug with a reverence for the scale of the project. Our social media content and creatives – ranging from countdowns to “Elvish Word of the Day” – captured the essence of the film and the greater franchise, and our team of designers and .gif creators developed .gifs for the page’s official tumblr ( which were some of the highest-earning posts on the site.

Marketing played a key part in the success - both financially and socially - of The Hobbit: The Desolation of Smaug. According to a study conducted by, the positive response to the film is due in part to the "strong marketing effort that made Smaug look much more exciting than its predecessor."

Within Digital Media Management's social media movie marketing team, which creates campaigns for a wide variety of movie releases including independent film releases, we also have a team of designers and social media content creators that specialize in social media campaigns for movie studio tentpoles and massive franchise films. Our unparalleled knowledge of the film industry, paired with a finger on the pulse of all things geekdom, merge together to create the perfect storm of marketing design and social media development for a film as bold as The Hobbit: The Desolation of Smaug.

For more information on how Digital Media Management partners with movie studios to create innovative theatrical and home entertainment social media campaigns, contact us at