Blackberry Connects Haywire In Action
Hollywood Branded Secures Film Brand Integration

Mixed martial arts fighter Gina Carano makes her feature-film debut as a lethal government contractor who’s betrayed by her own agency in this action thriller. Mallory Kane (Carano) is the woman the U.S. government calls on to take care of their dirty work. She’s fast, efficient, and — perhaps most important of all — clean. But when Mallory makes the mistake of saving a Chinese journalist from certain death, she becomes an enemy to the very same government she once served. Mallory isn’t going down without a fight, though, and after a close brush with death, she realizes that the only way to save her own life is to reveal the government’s deception. Now, as assassins close in from all sides in an ominous attempt to silence her forever, Mallory sets a trap and races to reveal a massive deception that threatens global stability.

What Hollywood Branded Inc. Did:

Hollywood Branded helped secure BlackBerry and the Cinema Society sponsorship for the Haywire (2012) premiere on January 1, 2012 in New York City.  The sponsorship paired with BlackBerry’s presence in the film.  Primary characters including Mallory and Aaron (Channing Tatum) use the BlackBerry Tour 9630 throughout the film.


Overall Placement Value $270,000.00
Audience Reach: 3,140,000
Overall Audience Retention: 2,826,000
Positive Feeling From Placement: 1,632,800
Influence To Purchase: 596,600