Lag‘mon is a comedy film by Mitti Media, the team behind Mitti Vines — one of Uzbekistan’s most recognized creator groups with a multi-million audience. The film addresses a relevant social issue — online scams and fraud on social media — but presents it through a light comedy format accessible to a broad audience. iTV took on the theatrical promotion of the film, using its experience in launching and distributing national film projects.
Problem
The main challenge was to convert Mitti Media’s strong digital audience into real cinema attendance. The campaign had to take the film beyond creator-led content, build trust in it as a full-scale cinema project, generate conversation across social media and media outlets, and create a memorable offline moment that would strengthen the premiere and theatrical release.
Solution
The promotion was built across several stages, combining digital, PR, influencer marketing, event marketing and offline creative activation. The digital push was powered by the Mitti Media ecosystem and its creators with multi-million audiences, helping the campaign quickly generate broad reach and interest among young and mass audiences. On May 24, a closed premiere was organized, gathering more than 2,000 guests, including actors, representatives of the film industry, bloggers, media, TV channels and opinion leaders. A key creative element was an offline activation built around the film’s name: branded boxes were distributed through an improvised “milliy taom on wheels” — a Labo car styled as a national food spot. The invitations were designed as traditional bowls and receipts, creating a direct connection to the film title and an additional social media trigger.
Results
Social media reach from one of the key project pages exceeded 30 million. Total media reach surpassed 10 million. The closed premiere gathered more than 2,000 guests. In its first month of release, the film generated over 1.5 billion UZS in box office revenue, becoming one of the notable results among national films.
