Written and Directed by Emilio Estevez, The Way is a powerful and inspirational story about Tom, an American doctor who decides to embark on a pilgrimage to honor his son’s desire to finish the journey himself. Mary conducted targeted outreach to inspirational media and invited key body, mind, & spirit (BMS) press, media, and buzzmakers to advance screenings. Mary also coordinated interviews for coverage in publications such as Beliefnet, Daily Om, Om Times, Positive Impact, Yogi Times, and LA Yoga, among others.
Mary conducted extensive outreach to regional organizations and media which created significant exposure during the bus tour and theatrical release.
The Way went on to gross over 4 million at the box office and word of mouth spread rapidly in inspirational media circles. For the DVD, Mary continued with extensive outreach to premiere BMS, in addition to creating a dynamic ad campaign anchored in value-added merchandising. Mary also created dynamic and exciting partnerships throughout the BMS community to build buzz and exposure for the DVD’s release.