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A Story about a Story
Positioned well, the Maybe We Should story has sticking power. It tells our story, the human story, and it reaches an audience by speaking to their own courage, hopes, and dreams through an innovative awareness campaign.
MAYBE WE SHOULD is the true story of Laurie and Louie Castriota, who were told the care their daughter needed did not exist, then spent thirteen years building it themselves. What began with one family became Leg Up Farm, an institution that continues to serve thousands.
If you’ve ever been a parent, if you’ve ever been a child, if you’ve ever built something or dream of building something someday, you’ll relate to this story.
This isn’t a niche film. It is a mainstream inspirational true-story whose themes naturally resonate across multiple established audiences because audiences increasingly respond to authentic, hopeful, purpose-driven stories.
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70 million
American adults live with a disability.
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92%
of Americans say realistic work, family, and caregiving stories are important to see.
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1 in 31
Eight year old children has been identified with autism.
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87%
say a film or show with these themes led them to learn something, feel differently, start a conversation, or recommend it to someone else.
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1 in 6
American children has a developmental disability.
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53 million
American adults provide ongoing care for someone with a disability, illness, or complex medical need.
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7.5 million
Students receive special education services in U.S. public schools under IDEA.
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43%
of Americans now say movies reflect their values and beliefs, up from 35% two years earlier.
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1
distributor will use Maybe We Should to reach the US market
One story. Many audiences.
…all arriving at the same emotional destination.
Audience Convergence
Many films depend on one audience.
Maybe We Should benefits from several.
Each community has its own reason to discover the film—family, faith, disability advocacy, healthcare, education, recognizable talent, or the emotional pull of a true story. Those audiences don't compete with one another; they reinforce one another.
The result is a coordinated release capable of generating attendance across multiple communities while creating a single, shared viewing experience.
This multi-entry audience strategy gives exhibitors, distributors, and marketing partners more than one pathway to reach the same box office outcome, expanding both awareness and word-of-mouth throughout the release window.
How does Maybe We Should reach the world?
The filmmaking team wishes to be an active help to a passionate distributors efforts. With full cast engagement and active producers, here’s a play that’s ready to run. It’s a model we’ve proven success with, and we’re looking to do it again.
This isn’t a marketing campaign. It’s an integrated release infrastructure.
Audience intelligence
1
Trilogy Analytics helps identify the behaviors, affinities, communities, and geographic markets most likely to respond to the film.
We combine behavioral audience data with trailer response, city demand, partner activity, and campaign performance. The objective is not simply broad awareness. It is knowing which message is working, with whom, and in which markets. Every cent is spent with laser like efficiency, no more spray and pray.
Creative at scale
2
Today’s audiences don’t discover films through a single trailer—they encounter stories across interviews, podcasts, behind-the-scenes moments, social media, community voices, and hundreds of pieces of content throughout a campaign.
Every interview, premiere, podcast, community screening, and behind-the-scenes moment becomes part of an expanding content ecosystem. Powered by Cintral, those assets are organized, repurposed, and distributed across social media, editorial, partner campaigns, and distributor marketing channels—creating a continuous stream of professionally produced campaign material throughout the release.
Cause partnerships
3
Organizations already serving families can bring the film into communities where trust already exists.
The partnership strategy includes disability organizations, caregiver networks, therapy providers, schools, children’s hospitals, and cause based organizations such as Make A Wish. Each partner receives a relevant reason to participate, from awareness and representation to local screenings and group attendance.
Faith Activation
4
Church networks can move the film from individual awareness to coordinated group attendance.
Faith market partners, pastor networks, ministry leaders, and organizations such as Collide and Faith and Family Films can support pastor previews, congregation specific materials, group ticketing, and local opening week mobilization. Church screening guides & bible study leader material is already prepared.
Cast and media
5
Each cast member opens a different door into culture.
The campaign is designed to create multiple, independent paths into the same theatrical experience. Each strategy below expands awareness through a different channel, partner, or media ecosystem. Together, they create the conditions for audiences to discover the film for different reasons—and arrive at the same story.
National attention becomes measurable demand at the city level.
Every campaign touchpoint is designed to move audiences toward a measurable action—join a screening, organize a group, purchase tickets, or bring the film to their community. City-level demand tracking helps identify where theatrical momentum is building, allowing distribution resources to be deployed where they're most likely to increase attendance.
Awareness becomes attendance
6
Audience Convergence
Beyond delivering exceptional performances, the cast and filmmakers recognize that successful independent releases are built through active collaboration. The team looks forward to working alongside distribution partners to support theatrical, publicity, community, and promotional efforts throughout the film’s release.
Heather Graham
With a career spanning acclaimed independent films, studio features, and television, Heather Graham brings enduring audience recognition and emotional depth to Maybe We Should. Her performance helps introduce the film to audiences who have followed her work for decades while reinforcing the film’s broad commercial appeal.
Award-winning actress
Kevin Nealon
One of comedy’s most recognizable and respected performers, Kevin Nealon delivers what many early viewers have described as one of the film’s standout performances. His nuanced portrayal reveals a different side of his talent, bringing warmth, vulnerability, and authenticity to a role that has already generated strong industry interest.
Actor & Comedian
One of today’s most recognizable comedic voices, Lil Rel Howery brings warmth, humor, and heart to the film. His work across blockbuster films, television, and stand-up comedy expands the film’s visibility across entertainment media while introducing Maybe We Should to audiences who may not otherwise discover a true-story drama.
Actor & ComedianLil Rel Howery
Matt Walsh
A founding member of the Upright Citizens Brigade and one of today’s most respected character actors, Matt Walsh has built a loyal following through acclaimed work in comedy, television, and independent film. His presence reinforces the film’s balance of humor and heart while broadening its appeal beyond traditional inspirational audiences.
Actor & Comedian
Bonnie Bedelia
With an extraordinary career spanning more than five decades, Bonnie Bedelia lends remarkable depth and emotional resonance to the film. Her celebrated career lends both prestige and familiarity to an ensemble cast that spans multiple generations of moviegoers.
Award-winning actress
Emmory Lapinskas
Making her feature film debut, Emmory Lapinskas delivers a breakout performance that is the emotional heart of Maybe We Should. Her authentic performance brings extraordinary honesty and joy to the role, reflecting the film’s commitment to meaningful representation and inclusive storytelling. Emmory will inspire other actors living with disabilities to pursue their dreams as well.
Actor
As writer, producer, and lead actor, Jeremy John Wells has guided Maybe We Should from its earliest development through production while remaining deeply committed to the true story that inspired the film. His performance has emerged as one of the project’s biggest surprises, earning early recognition from industry audiences for its authenticity, emotional restraint, and depth.
Writer • Producer • Lead ActorJeremy J. Wells
A.J. Tesler
Before joining Maybe We Should, A.J. directed the award-winning short film Magnolia’s Hope, inspired by the true story of his daughter, who lives with Rett syndrome. Through that deeply personal experience, he developed a rare ability to tell disability-centered stories with authenticity, dignity, and emotional honesty—focusing not on disability itself, but on family, resilience, and our shared humanity. That same perspective lies at the heart of Maybe We Should.
Director
Award-winning cinematographer John Rosario is known for creating visually rich, emotionally grounded films. His cinematic approach gives Maybe We Should the scope and production value of a theatrical drama while preserving the intimacy and authenticity that make the story so personal.
Director of PhotographyJohn Rosario
Beyond Paid Marketing
Theatrical campaigns succeed when audiences become advocates. Alongside paid media, our release strategy is designed to generate sustained earned attention through podcasts, creator partnerships, community events, editorial coverage, local news, influencer collaborations, and mission-aligned organizations. Every appearance becomes a catalyst for additional stories, conversations, and content, extending the campaign well beyond traditional advertising.
Podcasts
Editorial & PR
Broadcast & Local News
Community Screenings
Social Amplification
Influencer Partnerships
Precision Audience Intelligence
Every marketing dollar starts with knowing exactly who to reach.
Rather than marketing broadly, our campaign begins by identifying the audiences most likely to attend Maybe We Should. Using a large-scale consumer identity graph, we combine behavioral, demographic, geographic, and interest-based signals to understand how audiences discover films, purchase tickets, and influence others. This allows us to build campaigns around real consumer behavior—not assumptions.
01
Consumer Insights
Understand who is most likely to attend, why they engage, and which messages resonate.
02
Predictive Targeting
Identify high-propensity audiences before a campaign launches, allowing marketing dollars to be allocated more efficiently.
04
Continuous Optimization
As the campaign unfolds, audience insights help refine messaging, partnerships, and media placement to improve performance over time.
03
Precision Activation
Reach audiences based on entertainment habits, purchase behavior, lifestyle interests, faith engagement, education, caregiving, and community participation.
DATA → CREATIVE → TRUSTED PARTNERS → LOCAL DEMAND → TICKETS
Case Study: Sound of Freedom
A New Playbook for Independent Releases
In 2023, one independent film demonstrated that theatrical success is no longer determined by the largest marketing budget.
Instead of relying primarily on traditional advertising, the campaign combined audience intelligence, grassroots activation, creator networks, and community led advocacy to build momentum organically. Public attention continued to grow alongside several of the year’s largest studio releases, despite a substantially smaller marketing budget.
The campaign proved that independent films can compete differently.
Not by spending more.
By coordinating story, trusted communities, data, and audience participation more intelligently.
What We’ve Built Since
Several members of our team helped develop the strategic framework that helped launch the marketing company behind that campaign.
Since then, we have evolved those principles into Cintral—a campaign operating system built specifically for independent theatrical releases. Cintral unifies audience intelligence, campaign management, creative production, partnership activation, and real-time demand tracking into a single platform.
As part of our partnership, the distributor of MAYBE WE SHOULD will receive full access to Cintral for this release, providing real-time visibility into campaign performance, audience engagement, and market demand throughout the theatrical rollout.
Release-Ready Content Library
Every meaningful release needs more than a trailer. We've spent the past two years documenting the making of the film, its real-life inspiration, and the people behind it to create a library of premium marketing assets ready to support every phase of release.
