Monument
A feature film from the director of X-Men, Bohemian Rhapsody, and The Usual Suspects, requiring a concentrated Washington DC theatrical push to support its Angelika Union Market and Angelika Mosaic Fairfax run.
SMG architected a ten-channel, four-week campaign across terrestrial radio (WMAL, WAMU, WTOP), streaming audio (Spotify, iHeart), digital OOH (Metro LIVEBOARDS, taxi tops), wild posting, political trade (Politico), and enterprise digital — timed to the April 17 opening.
Ten channels, four weeks, against a focused theatrical window — built to reach DC audiences where it matters, often enough to register.
The campaign balanced public-radio credibility with street-level presence across the Beltway corridor, extending into the film's festival long tail and upcoming JCC Manhattan Q&A.
Channel Recap · Audio & Radio
Three Washington, D.C. radio partners — spanning NPR, all-news, and conservative talk — running pre-opening into a sustained now-playing flight, with messaging built for high-frequency news adjacencies and morning drive.
A WTOP-exclusive contest tied to the Monument theatrical run. Listeners competed during weekend morning drive to identify the day's "Mystery Newsmaker" — winners received four-pack ticket bundles redeemable through the close of the run.
Jon Voight, star of Monument, joined Larry O'Connor live on O'Connor & Company during morning drive on April 27. The segment aired during peak listening hours, reaching WMAL's full DC audience in the final weeks of the theatrical run.
Digital OOH · Washington Metro Rail Platform Network
Outfront LIVEBOARDS across DC Metro — central commuter corridors at L'Enfant Plaza, NoMa-Gallaudet U, and stations across the platform network. Creative ran in rotation through the core theatrical window, including pull-quote variants deployed mid-flight.
Digital OOH · Digital Taxi Tops · Firefly
Digital taxi top activation across the Washington DC market, with heavy-up coverage around the Angelika Pop-Up at Union Market and Angelika Mosaic Fairfax. Two creative versions ran sequentially: an Opening April 17 creative pre- and post-launch, transitioning to a Now Playing creative through the close of the flight.
Wild Posting · DC Corridors
Two-week wild posting flight across Washington, D.C. and Northern Virginia. Twenty-five locations refreshed weekly across H Street, NoMa, Shaw, downtown corridors, and Northern Virginia — concentrated in culturally active neighborhoods aligned with the film's audience.
Podcast · Streaming Audio
Targeted Spotify podcast placements running in long-form podcast environments across Washington, D.C. and Northern Virginia. Sequenced from a launch-window creative through a Now Playing follow-up keyed to the theatrical run, with messaging built for high-attention listening contexts where audio earns the room.
Digital · Cross-Platform Campaign
A cross-platform digital campaign running CTV, YouTube, Meta, and programmatic display across Washington, D.C. and Northern Virginia. Each surface plays a distinct role in the system — CTV anchors awareness, YouTube and Meta convert it to traffic, Display carries lower-funnel reinforcement.
CTV
Living-room awareness layer.
YouTube
Reach engine across pre-roll and in-feed.
Meta — Facebook & Instagram
Engagement and traffic engine.
Display
Lower-funnel coverage across DC DMA news, finance, and lifestyle.
Display · Politico
Targeted display placement across Politico — reaching Washington, D.C. audiences within a high-trust, news-driven environment aligned with the film's subject matter. Creative deployed across the full IAB unit set, from above-the-fold billboard and leaderboard placements through medium rectangle, half-page, and mobile banner units.
