Gunpowder & Sky is a digital media company that creates, markets, and distributes subversive, millennial-skewing digital content on an array of platforms. The company takes a holistic approach to marketing, working across social media on clever activations that serve as their own form of entertainment in order to drive awareness of a project. In 2017, to promote the film The Little Hours, a medieval nun satire starring Aubrey Plaza and Alison Brie, Gunpowder & Sky dropped the video Aubrey Plaza Smokes Weed with Weed Nuns on Facebook and Reddit, garnering more than 10 million views in 24 hours. The company also collaborated with Giphy to create over 100 GIF’s for the film, which were viewed more than 108 million times. As a result, The Little Hours was one of the best-performing specialty films of the year, earning $61,550 its opening weekend in just two theaters.