Joshua was MJM's most extensive and multi-faceted campaign of all. We were hired after the film opened less than spectacularly at the box office and launched and executed a most unusual re-release of the film six months after its initial release. Focusing on 20 key markets where we believed the film would do well, we conceived and executed a publicity and marketing campaign that targeted those markets and produced stunning box office results. Our highest numbers were in the city of Honolulu, where the film's box office achieved a stunning $12,000 per screen average.

After the film's theatrical run, our team's attention focused on home video sales. Our extensive marketing and publicity campaign produced a spectacular sales run of nearly 500,000 units.