Various promotional tactics, such as clipfarming, influencer screenings, and themed merchandise, are commonly used to attract attention in the digital age. Studios are now exploring alternative strategies, including cash incentives, to generate interest.
The marketing teams for Amazon MGM Studios’ “How to Rob a Bank” and Skydance’s “Ebenezer” have launched cash‑based campaigns ahead of their November 13 theatrical release in North America.
For “How to Rob a Bank,” a branded ATM was placed in several Los Angeles multiplexes over four days. Viewers who discovered the promotion on social media could obtain location clues and a PIN, enabling a one‑hundred‑dollar payout for those who located the machine.
‘Ebenezer’ adopted a more modest approach by establishing an official Venmo account linked to Johnny Depp’s Christmas crab apple. Users could request funds, and the account displayed only one‑cent transactions, reflecting the miserly character. The account operated briefly, and a recent Paramount Instagram post hinted that the campaign might resume.
Film news outlets such as Culture Crave and DiscussingFilm noted that the Venmo account experienced high traffic, though Paramount has not confirmed the reports. Venmo has not responded to inquiries about any partnership with the studio.
Both promotions are thematically fitting: ‘Ebenezer’ references Dickens’s miserly character who embraces the holiday spirit, while ‘How to Rob a Bank’ involves thieves teaching viewers how to reclaim money from banks. In the trailer, Nicholas Hoult’s Robin Hood declares, “Let’s make some content.”
The cash‑centric stunts also appear opportunistic, given the prevalence of betting prompts during awards shows, sports events, and geopolitical coverage. A Paramount video begins with a Venmo request for $500, urging Scrooge to assist with a user’s student‑loan debt.
Additionally, the account accepted user payments, and despite the limited one‑cent disbursements, it is likely that the stunt generated revenue for Paramount, as the funds were reportedly returned to users through private transactions.
Actress and Depp enthusiast Krystyna Ursta, a 27‑year‑old based in Los Angeles, contributed roughly $30 to the Venmo account, received a full refund with an additional penny, and was invited to a New York screening. She will attend a local press screening and posted a reaction video that garnered significant social‑media attention.
Ursta commented, “I expected the money to be returned,” after being contacted via her Instagram handle included in the transaction notes, and added, “I’m a big fan and happy to support the film.”
The cash‑driven stunt, while low‑key, can attract individuals concerned about their finances, even if they are not movie enthusiasts. News aggregation sites posted graphics highlighting the promotions, with captions such as “ATMs in Los Angeles are offering free cash ahead of the election night” and “Ebenezer will send real money on Venmo — swipe for details.”
Similarly, Scott, a 35‑year‑old from Atlanta, engaged with the ‘Ebenezer’ Venmo account after seeing it on X, sending a penny and receiving one back. (A disclaimer notes that six users were contacted; Scott’s response timed out.)
He observed, “Seeing Ebenezer on Venmo was too amusing to ignore; it highlights a dystopian aspect of a centuries‑old character being commercialized on a modern platform, echoing the McDonald’s Monopoly promotion.”
The low cost of the promotions is advantageous for studios. The “Ebenezer” Venmo campaign required minimal staffing expenses, with the prize pool totaling less than $1,400 per location, consisting of ten $100 bills and twenty $20 bills, plus additional gift‑card prizes. A Regal Sherman Oaks employee reported that rewards were distributed randomly rather than to the first finders. Amazon MGM declined to comment, and Stellar Agency Inc. did not respond to inquiries.
These initiatives incurred far lower overhead than the “Now You See Me: Now You Don’t” promotion launched in April 2025, which reportedly distributed about $250,000 to participants who texted a mysterious number shown in Times Square. Like the “Ebenezer” and “How to Rob a Bank” campaigns, it generated viral user‑generated content centered on the appeal of free money.
In May, Neon’s “I Love Boosters” promotion, featuring KeKe Palmer and LaKeith Stanfield, handed out free refills at a West Pico Shell station to the first 70 vehicles, capitalizing on soaring fuel prices following Iran’s initial bombing in February and the ensuing Strait of Hormuz blockade.
Since then, President Trump has suggested $5,000 checks for every adult U.S. citizen if the Republican Party maintains congressional control in the upcoming midterms. With his approval rating at about 35 percent according to CNN polls, the proposal has attracted considerable media attention despite being speculative and cost‑free to propose.