Hot dam! The 'Hundreds of Beavers' social strategy turned into $1,000,000!
I breakdown the strategy and tactics you can steal for your own film release...
If you're a fan of indie movies and wacky comedies, you’ve likely heard about the cult of Hundreds of Beavers – the black and white, dialogue-free comedy about a failed applejack salesman in the 1800s who becomes "America's greatest fur trapper."
The film, made for just $150,000, with a release budget of $135,000 has since generated over $1,000,000 globally across theatrical box office and TVOD - and it is still touring in cinemas!
But how does a quirky, low-budget indie film with no dialogue and a premise that sounds completely bonkers find its audience and achieve this level of success? The answer lies partly in producer Kurt Ravenwood and the team's brilliantly smart content and social media strategy.
The fantastic
ran a comprehensive case study webinar with the HOB team, covering their entire release strategy in great detail - I highly recommend subscribing to watch it.Today, I'm sharing the most valuable takeaways specifically focusing on their content creation and social media approach that any filmmaker can apply to their own releases - especially if you are on a budget!
Finding Their Audience (Or How Their Audience Found Them)
One of the most fascinating aspects of the Hundreds of Beavers journey was how they discovered their true audience. Initially, the team thought middle-aged dads would be their primary demographic. However, during the festival circuit, a completely different audience emerged:
Nerds and collectors
Adult Swim fans
Rick and Morty enthusiasts
Silent movie aficionados
Through consistent social listening and interaction team quickly understood what was resonating, and who with, they pivoted their strategy to focus on these groups that were actually showing up and engaging with the film. This audience identification informed every aspect of their subsequent marketing approach.
"Every film has obstacles and strengths. You need to find out where your strengths and obstacles lie - and market the film towards THAT." - Kurt Ravenwood
The Social Media Strategy: "The Chaotic Snowball"
Ravenwood describes their overall marketing approach as the "Chaotic Snowball" – starting slowly and building momentum until it eventually becomes unstoppable. Their social media strategy launched in February 2023, nearly a year after the film's completion, and adhered to several key principles:
1. Match the Tone of the Film
The social media content mirrored the film's anarchic, absurdist humor. As Ravenwood explains: "The tone of the movie should match the tone of the social." Critics had described the film as "anarchic," so the team created social media content that reflected this vibe: unpredictable, surprising, and never taking itself too seriously.
They didn't worry about having a beautiful Instagram feed or consistent aesthetic. Instead, they focused on creating content that was "ABSURD, UNEXPECTED, OFFBEAT", just like the film itself.
2. Focus on Shares, Not Followers
Rather than obsessing over follower counts, the Beavers team prioritised engagement and shareability:
"You can literally just pay for followers on social, but our goal was to have a core group of engaged followers who would be evangelists for the movie. Even though we have only 5,000 followers on Twitter, for example, our average tweet gets tens of thousands of views, and about four or five times a month we get enough retweets to receive hundreds of thousands of views."
This approach of quality over quantity proved extraordinarily effective. By creating content their core audience genuinely wanted to share with others, they achieved organic reach far beyond their follower count.
3. "Gnaw Your Way Into the Conversation"
One of their most effective tactics was creating beaver-themed parody posters of popular films and trending topics. These timely, sassy, smart creations were widely reshared, bringing the film into conversations where it otherwise wouldn't have appeared.
The team was also constantly monitoring social platforms to jump on relevant, non-controversial, non-political trends with their distinctive beaver humor. This quick n’ dirty reactive approach expanded their reach without alienating potential viewers.
4. Listen and Respond
The team religiously monitored platforms like Letterboxd, where film enthusiasts were discussing the movie. They would:
Share funny or insightful reviews with their social audience
Note recurring themes in audience responses
Adjust their content strategy based on what was resonating
This feedback loop allowed them to continuously refine their approach as they learned what their audience found most engaging.
5. Avoid Controversy and Negativity
Despite the film's anarchic tone, the team maintained a strict policy: "We never ever engaged haters or put out purposefully controversial opinions. Our film is meant to entertain, not have a message, so we just focused on entertaining."
In a social media landscape often dominated by controversy and arguments, this positive, entertainment-focused approach proved refreshing and helped build goodwill around the film.
Event Marketing: Making Each Screening Special
The Hundreds of Beavers team understood that for indie films, theatrical screenings need to be events, not just movie showings. Their approach to event marketing included several innovative elements:
1. The "Beaver Brigade"
The team organised "Beaver Brigades": groups of enthusiastic fans who would attend screenings in costume, often wearing beaver masks or fur trapper gear. These superfans became walking advertisements for the film, creating memorable experiences for other attendees and generating shareable content.
Building a relationship with your fans and giving them a way of participating directly is crucial in the social landscape.
To fuel this movement, the team provided downloadable beaver mask templates that fans could easily print and customise, lowering the barrier to participation.
2. Filmmaker Presence
Directors Mike Cheslik and Ryland Brickson Cole Tews, along with producer Kurt Ravenwood, attended numerous screenings in person. As Tews explained to Filmmaker Magazine:
"We'd travel to each venue, meet the audience, do a Q&A, sell merch, then drive to the next venue..."
This personal touch created a genuine connection with audiences who then became evangelists for the film.
3. Visual Documentation
The team meticulously documented these events, creating content showing audiences having a blast at screenings. This footage became powerful marketing material, showing potential viewers the fun they could have by attending a screening.
For their LA premiere, they created a "fur-red carpet" and arranged for Getty Images to cover the event, which led to write-ups in Variety and other publications.
4. Making Each Screening an Occasion
From beaver mascots to wrestling matches, the team ensured that each screening offered something unique. As Ravenwood notes in the case study: "Invest in making a GREAT SHOW for people who come to theaters. Make events FUN."
This strategy created FOMO (fear of missing out) and incentivised people to attend theatrical screenings rather than waiting for VOD.
Merchandise as Marketing
The Hundreds of Beavers team recognised early that merchandise could serve as both revenue stream and marketing tool. Their approach included:
1. Identifying Collector Audiences
During festivals, they noticed that many of their fans were "collectors" – people who enjoyed owning physical items related to things they loved - video nerds, band t-shirt collectors, toy collectors. This insight informed their merchandise strategy.
2. Limited Edition Drops
The team created limited runs of unique items like raccoon baseball caps and Halloween masks which sold out almost immediately. This scarcity created buzz and urgency.
3. Fan Art Collaborations
When they spotted impressive fan art online, they reached out to artists and created limited runs of prints, sharing profits 50/50 with the creators (creator economy folks!!). This approach:
Rewarded fan creativity
Generated unique merchandise
Built goodwill in the community
Created additional advocates for the film
4. Email Exclusives
Special merchandise drops were sometimes offered exclusively to email subscribers first, incentivizing sign-ups and rewarding loyal fans.
The merchandise strategy was so successful that, according to Ravenwood, "Merch sales eclipsed ticket sales" during their road show, and both combined covered the costs of the tour.
Extending the Experience to VOD
When the film moved to VOD platforms, the team worried that the communal theatrical experience would be lost. Their solution? Create ways for people to have fun with the movie at home:
1. Drinking Game and Watch Parties
They developed and promoted an at-home drinking game and encouraged fans to host watch parties, maintaining the social aspect of the film even in home viewing settings.
2. Pet-Focused Marketing
In a clever twist, they discovered that pets (particularly cats) seemed to enjoy watching the film. This led to a series of advertisements directed specifically at pet owners, encouraging them to rent/buy the film as entertainment for their animals.
3. Influencer Campaign
For their VOD push, they invested approximately $6,000 in an influencer campaign that generated impressive results:
50 care packages sent to influencers containing merchandise, a video link, and a "beaver pelt"
41 influencers created content about the film
1 million full views of influencer content
18.7 million impressions
Rather than directly paying influencers, they simply sent creative packages and let the film speak for itself. The strategy paid off, with influencers creating authentic, enthusiastic content that resonated with their followers.
Leveraging Emerging Platforms
The team recognised the value of platforms beyond traditional social media for film marketing:
1. Letterboxd
When they noticed they were the second most popular film in people's "watchlists" on Letterboxd, they invested $2,500 in targeted advertising to users who had expressed interest in the film. This precision targeting ensured their marketing dollars reached people already inclined to watch.
Additionally, they created special content for the platform, including a VFX breakdown video that performed extremely well with the Letterboxd community.
Tailored content per platform = understanding how each channel best works!
2. Reddit AMAs
The team conducted multiple Reddit Ask Me Anything sessions, using the platform's community-oriented nature to connect directly with potential viewers. These AMAs were "very funny and successful," according to Ravenwood, and helped build word of mouth.
3. Podcasts
Podcast appearances became a significant driver of awareness. Some were arranged through their publicist, but many came as direct requests from hosts like Joe Dante or Chapo Trap House who had heard about the film through word of mouth.
The Human Element: Constant Engagement
Perhaps the most challenging aspect of the Hundreds of Beavers strategy to replicate is the sheer amount of human attention invested in social media engagement - (the thing I keep screaming from the rooftops! You’ve GOT to show up REGULARLY)
As Ravenwood admits:
"A lot of my job on this release was to be in the trenches of social media, interactive with our audience, building awareness brick by brick. It can get addicting but it's very rewarding at the same time."
The case study notes that if the large-scale social media engagement had been conducted by hired professionals rather than the producers and their marketing agency (SRH), it would have cost between $150,000-$250,000.
Key Takeaways for Filmmakers
Looking at the Hundreds of Beavers case study, several principles emerge that filmmakers can apply to their own projects:
1. Test Your Audience Assumptions
The team's willingness to pivot when they discovered their actual audience differed from their assumed one was crucial. Use festivals and early screenings to identify who's really connecting with your film.
2. Build Your Marketing Around Your Film's Unique Elements
The beaver mascot, the distinctive black and white aesthetic, and the film's anarchic humor all became central to the marketing. Identify what makes your film unique and lean into those elements.
3. Prioritise Engagement Over Reach
Focus on creating content that a core audience will enthusiastically share rather than trying to appeal to everyone or simply accumulating followers.
4. Turn Screenings Into Events
Make theatrical showings special with Q&As, themed activities, merchandise, or other elements that create a unique experience that can't be replicated at home.
5. Monitor and Respond to Fan Activity
Pay attention to how audiences are responding to your film and adjust your strategy accordingly. The platforms where fans naturally discuss your film might surprise you.
6. Create Content That Matches Your Film's Tone
Ensure all marketing materials reflect the personality of the film itself, creating a consistent experience from first social media encounter to final credits.
7. "Low and Slow"
As Ravenwood says, approach marketing "low and slow (like a brisket)" – build momentum gradually rather than trying to make a massive splash all at once.
Why This Approach Worked
The Hundreds of Beavers marketing strategy succeeded for several key reasons:
First, it was authentic. The marketing reflected the actual personality of the film rather than trying to make the film seem like something it wasn't.
Second, it was responsive. By constantly monitoring audience reactions and adjusting accordingly, the team could amplify what was working and move away from what wasn't.
Third, it was creative. From beaver brigades to pet-focused marketing, the team continuously developed innovative ideas that cut through the noise.
Finally, it was personal. The filmmakers' direct involvement created a sense of community around the film that purely corporate marketing could never achieve.
The Final Tally
As of early 2025, Hundreds of Beavers had grossed approximately $1,040,119 worldwide between theatrical, VOD, international territory sales, and merchandise – an extraordinary return for this low-budget production with very modest marketing expenditures.
More importantly, they've built a passionate fan base eager for whatever the team does next – the most valuable marketing asset any filmmaker could hope for.
In an era when indie films struggle to break through the noise, Hundreds of Beavers shows that with creativity, persistence, and a willingness to connect directly with audiences, it's still possible to build a genuine phenomenon from the ground up.
What film marketing campaigns have impressed you recently? Have you tried any of these approaches with your own projects? Let me know in the comments below!