Kleenex and IMDb teamed up to launch The Kleenex Score, a rating system that helps moviegoers prepare for inevitable crying sessions. Unveiled just in time for the Oscars, this system ranks films based on their tear-jerking potential — finally answering the age-old question: "Should I bring one tissue or the entire box?" The partnership features a curated list of "Tearjerker Titles" spanning nostalgic classics and contemporary weepers, giving film buffs a heads-up before they find themselves in the awkward position of wiping tears on their sleeves.
It's a cleverly simple concept for a brand mash-up: check the score, gauge the emotional damage a film might inflict, stock up on Kleenex Ultra Soft accordingly and click through to watch on Amazon Prime (IMDb is an Amazon company). The collaboration demonstrates one thing that hasn't changed since the time of silent movies: brands can create value by tapping into cultural moments and emotional experiences — whether that's a moment of joy or the cathartic release of a good cry.
