our work LOCALISING THE SECOND MOST WATCHED HORROR TRAILER OF ALL TIME

DMS Supports Global Launch of 28 Years Later Trailer

Sony Pictures’ upcoming release of 28 Years Later, the highly anticipated sequel to the iconic 28 Days Later, and 28 Weeks Later, has captured the attention of audiences worldwide. With the trailer’s debut setting viewership records, we’re proud of the critical role played by DMS’s Trailer Team, which ensured the trailer’s seamless global rollout through an extensive localisation effort. 

DMS’s Impact: 55 Territories, 280 Assets

Behind the trailer’s widespread success lies the dedicated work of DMS’s Trailer Team. Tasked with localising the trailer for diverse audiences, the team serviced 55 territories and delivered a staggering 280 unique assets, meticulously adapted for each market. Covering subtitling, graphic localisation, and audio mixing, our streamlined process, from order to final QC, allowed us to deliver final files quickly for global distribution, whilst ensuring brand consistency.    

Additionally, our Media Monitoring team were on-hand to assess and report on the reach of the trailer across print and digital for multiple territories, ensuring the client were able to closely track sentiment and conversation following the launch.  

A Record-Setting Trailer

The trailer for 28 Years Later has already made waves, earning the distinction of being the second most-watched horror trailer of all time. This surge in engagement reflects the franchise’s enduring appeal with the trailer offers a glimpse into the film’s setting, an isolated island that introduces a new dimension to the cult-status post-apocalyptic narrative. The collaboration between Sony Pictures and DMS’s Trailer Team has been instrumental in amplifying the global reach of 28 Years Later, setting the stage for a successful release in 2025. 

Looking for fast, seamless localisation support for your next global campaign? Contact us today to learn how DMS can drive your content’s success across international markets: michael.petch@dmsukltd.com 

Looking for a way to get data-driven insights into your campaign? Contact our Media Intelligence team: robin.mcdonald@dmsukltd.com 

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