“Right before the movie came out we had all of these screenings set up across the country and we had to cancel them all one by one,” she says. “So we created this guerrilla [style] digital marketing program to get the movie out. I was interviewing everybody. … Latifah … Mary and Missy on Facebook, interviewed them all. I was talking to everybody, creating all kinds of activations.
“It worked so well, that Lifetime has taken the process, and now they do it for all their stuff.”
Carter continues to set standards, having recently developed a phenomenal Easter special: “Our OWN Easter” featuring Kirk Franklin, Anthony Hamilton and Fantasia, hosted by BeBe and CeCe Winans. She’s also set to produce Mahalia! along with Jamie Foxx, Queen Latifah and Shakim Compere. The Amazon Prime flick finds the incomparable Jill Scott taking on the task of becoming the queen of gospel.
“I have made adjustments [that] have proven to be great,” Carter says humbly. “It’s been a blessed time for me, and I’m careful to say this, [but] … when change hits, change is required. And that’s what we did.”
