A robust digital media initiative will complement theatrical film rollout to increase awareness and attendance. Additionally, these channels and tactics will intrinsically amplify the reach and impact of the project as a whole. The production of derivative content is integral to Carrier digital media campaign execution. Coupled with topic-driven distribution strategies (targeted media partners and social network community building), Carrier content (and associated brand/sponsor value) will extend well beyond theater venues. The Carrier digital media team has targeted over 1,500 military-affiliated social media groups, as well as a dozen military-related blogs with cumulative monthly visits that exceed 20 million. Carrier digital media distribution will be a strategic blend of Carrier-owned properties, media partners, and film sponsor partners.