THE BIRTH OF A NATION
HBCU SCREENING TOUR
OUR TASK
CNBetter Media was tasked with designing and executing a national HBCU screening tour for The Birth of a Nation — a film rooted in Black history, resistance, and liberation.
The objective extended far beyond ticket sales.
Our mandate was to:
- Introduce the film within trusted academic and cultural spaces
- Engage Black students in meaningful dialogue, not passive viewing
- Position the film as both a cinematic experience and a cultural moment
- Build grassroots advocacy among young Black leaders, creatives, and scholars
OUR SOLUTION
CNBetter Media developed a campus-centered experiential strategy that combined film screenings with education, dialogue, and lived cultural relevance.
HBCU Screening & Dialogue Model
Each tour stop followed a purposeful structure:
1. Full Film Screening
Students experienced The Birth of a Nation in its entirety — uninterrupted and in a shared communal setting.
2. Post-Screening Q&A & Conversation
Screenings were followed by moderated discussions featuring:
- Film talent (where available)
- Historians, scholars, faith leaders, or cultural experts
- Community voices equipped to contextualize the film’s themes
3. These conversations explored:
- Historical relevance
- Modern-day parallels
- Black resistance, power, and legacy
- The role of storytelling in social consciousness
4. Campus Integration & Promotion
CNBetter Media coordinated with campus organizations, student leadership, and faculty to ensure:
- Strong attendance
- Authentic campus buy-in
- Peer-to-peer promotion
- Respect for each institution’s culture and protocols
Strategic Importance of HBCUs
We intentionally centered the tour at HBCUs because these institutions:
- Serve as cultural incubators for Black thought and leadership
- Foster critical analysis of history and power
- Shape narratives that extend far beyond campus walls
Across these moments, we coordinated:
- Trailer placements and film introductions
- On-site screenings and moderated discussions
- Distribution of promotional materials
- Strategic audience calls-to-action timed to the film’s release
By meeting students where they were — intellectually and culturally — we positioned the film as a conversation starter, not just a release.
OUR RESULTS
- Successfully executed a multi-campus HBCU screening tour across key markets
- Engaged hundreds of students through immersive, dialogue-driven experiences
- Generated organic advocacy and peer-driven word-of-mouth
- Positioned The Birth of a Nation as both cinema and curriculum
- Built trust and resonance with a younger Black audience deeply invested in cultural legacy
The tour reinforced that films rooted in Black history deserve to be experienced in Black institutions, with Black voices guiding the conversation.
OUR RESULTS
The HBCU Screening Tour showcases CNBetter Media’s ability to:
- Design purpose-driven experiential campaigns
- Navigate academic, cultural, and institutional environments with care
- Facilitate conversations around sensitive, powerful subject matter
- Translate film releases into cultural engagement strategies
This work reflects our belief that the most impactful campaigns are not the loudest — they are the most intentional.
Clients:
The Birth of a Nation (FOX Searchlight Pictures)
Campaign:
National HBCU Screening & Engagement Tour Markets: Multiple U.S. cities with Historically Black Colleges & Universities
Project Demands:
- Grassroots audience engagement
- Campus-based experiential marketing
- Community trust-building
- Thoughtful historical and cultural positioning
- Word-of-mouth amplification among young Black audiences
Category:
Experiential Marketing, Community & Cultural Engagement, Film & Television Integration, Educational & Institutional Outreach
Similar work.
CNBetter Media is a full-service public relations and integrated marketing agency helping big brands, small brands doing big things and captivating voices go from background noise to household names. Through a strategic mix of specialized services, we successfully help our clients get in position for the visibility they want and the recognition they deserve. The agency is based in Atlanta, Georgia, but equipped to serve the world thanks to a rock star team stationed across various U.S. cities with expertise across multiple industries.
EXPLORE
Home
Our Agency
Our Work
Our Case Studies
À La Carte
Press Room
Connect
Privacy Policy
Terms of Use
CONTACT
-
1175 Peachtree St.,
NE Suite 1000
Atlanta, GA 30361 - 470-757-3955
- hello@cnbettermedia.com
HOURS OF OPERATION
-
Monday – Thursday
10AM EST – 4PM EST