How Pathé’s ‘De Gaulle’ Fought Its Way Back at the French Box Office With a Push from YouTuber Inoxtag That Lured Younger Crowds
Pathé's ambitious two-part historical epic about Charles de Gaulle's role in the French resistance initially struggled to attract audiences but subsequently climbed to the top of France's box office rankings. Since opening in early June at Cannes, the first installment accumulated over 1.2 million admissions despite concerns that the subject matter might feel too remote or politically charged for modern viewers. The film's resurgence gathered pace in its third week and accelerated sharply over the following weekend, demonstrating strong audience engagement.
The film's turnaround stemmed from a combination of circumstances and strategic promotion. A summer heatwave drove audiences to air-conditioned cinemas, whilst France's annual discount cinema event provided additional incentive. More significantly, Pathé partnered with prominent YouTuber Inoxtag to host exclusive cinema screenings and panel discussions, marking the company's first collaboration with an internet personality to target younger demographics—a notable shift for a €85 million historical drama that initially appealed mainly to older male audiences.
- Pathé's two-part de Gaulle biopic rebounds from weak opening to lead French box office with 1.2M admissions
- YouTuber Inoxtag partnership brings younger audiences to historically older-skewing historical film
- External factors (summer heatwave, discount event) combine with novel marketing strategies to sustain momentum
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