Digital PR: Sony’s Movies4Men ‘Tough Guy Season’

We often support brands and companies with creative PR campaigns alongside our digital marketing agency partner, Barracuda. Recently we supported the Sony movie channel, Movies4Men, and generated some fantastic PR campaign results!

The idea:

The Sony movie channel, Movies4Men, wanted a creative PR campaign to create a buzz around its ‘Tough Guy Season’, during which the best-loved action movies would be aired throughout September.

PR campaign results

We were given the brief as well as insight into Movies4Men’s archive material and data that it has available – great for planning inspiration!

True to form, the Radioactive PR team had a creative ideas session and presented the client with our campaign suggestions. Out of the ideas, Movies4Men decided on ‘The World’s Deadliest Action Movie Heroes’.

Using the channel’s own archive data, we were able to identify the top 20 deadliest action stars – based solely on character kill count, as well as the action stars that had saved the world the most times!

Milla Jovovich, best known as Alice from the Resident Evil movie series – showing throughout the Tough Guy Season, claimed the top spot, with 1,296 on-screen kills. Sean Connery had saved the world a total of 13 times, beating Superman, John McClane and Batman.

We packaged up the deadliest heroes story into a couple of press releases – listing the top 10 – and linked through to onsite content on the Movies4Men website featuring the top 20 list. We then pitched the story far and wide!


PR campaign results


We achieved international coverage in countries such as the UK, USA, Spain, Portugal, Brazil, Argentina.

Big media outlets like The Mail Online, The Times (print and online), The Express, Digital Spy, MSN, The Sun (print) and the Daily Record, among others, picked up the story.

Want to know how we might help you deliver great PR campaign results?

We’d love to chat – drop us a line at or call us on 01452 698765!