The former Special Forces operatives at the heart of Triple Frontier have had enough of being underappreciated by the country they defended. Directed by J.C. Chandor, the story follows five disgruntled specialists who, tired of having to scrape by after dedicating their lives to public service, decide to to use some of the intel they’ve gathered for their own benefit.
To that end they set out to rob the estate of a notorious South American drug lord. Determined to get what they can so they can retire in some comfort, they face the reality that they are out on their own for the first time without a sanctioning country and military at their back. That means when the mission goes south they have no one to rely on but themselves. The movie features an all-star cast including Oscar Isaac, Ben Affleck, Pedro Pascal, Garrett Hedlund and…not…Garrett Hedlund.
The primary poster sets up the story pretty effectively, showing all five of the specialists who are engaging in the heist walking toward the camera in full gear and with bags – presumably full of money – in their hands. The green foliage shown in that photo as well as in the title treatment establish the setting while the movie’s creative bonafides are communicated by name-dropping Chandor’s previous well-known films.
Character one-sheets showed all five ex-soldiers who embark on the mission along with Adria Arjona, who plays a character who’s ill-defined by the marketing.
The beginning of the first trailer from last December is much like many others, focusing on a core team of special operators who are about to embark on a mission so dangerous they’re being given an out. Text shown over the footage, combined with the briefing being given by Davis, explains that they’re about to try and steal a massive amount of money from a drug cartel and that this operation is a robbery, not a sanctioned mission. After this they’ll be on their own. But they’re willing to take that risk because they feel they’ve been left on the side by the military they swore allegiance to.
The second trailer, which debuted on “Jimmy Kimmel Live,” shows how it’s Garcia that recruits the team, playing on the money problems and overall dissatisfaction the rest of the team are experiencing. There’s more of the same setup from the first trailer, but we see that the mission goes south unexpectedly, leading the team to have to improvise and make harder choices than they expected to just to survive.
Online and Social
While there wasn’t an official website, Netflix did create at least a Twitter account for the movie which it used to share the same sort of videos, links and other information other movie profiles offer.
Advertising and Cross-Promotions
Online ads used shots and video elements of the main actors, all in full combat gear, to sell the movie as a star-studded action film.
The movie sponsored a special basketball draft event from online betting site DraftKings
Media and Publicity
The movie was originally set up at Paramount, which dropped the project in 2017, at which point Netflix picked it up and moved forward with a different cast and crew.
Isaac, Affleck and others were all featured in a story including a first look still from the movie. Affleck showed up on “Kimmel” to talk about the movie and, as mentioned before, debut the second trailer. The actor also spoke about Netflix and how he saw it as the future of film distribution and viewing while he and Hunnam appeared on “The Today Show” to talk about the story.
The Playlist hosted an exclusive piece from the movie’s soundtrack composed by Metallica drummer Lars Ulrich. Chandor revealed in an interview just before release that he found a rescue dog while filming, as did other members of the crew.
An exclusive clip hosted by IGN showed a pivotal moment from the story as the characters make an important decision about the mission. That site also interviewed the whole cast and crew, while Hedlund went solo to try and distill the movie’s story for audiences.
Honestly the most exciting part of the campaign is that the movie comes from director J.C. Chandor, who has a track record of crafting tight, emotional stories around a simple premise. He’s not a big part of the marketing push, which isn’t surprising given the star power on display here, but he’s still noticeable as the latest in a strong of high-profile directors working with Netflix on original features.
Outside of that, the campaign sells an emotionally conflicted action drama that has the potential to not only tell a harrowing story but also one the focuses on how treats its veterans and how they feel neglected (at best) following their years of service. There are some good visual elements to the marketing that are a mark above what Netflix usually offers in terms of effort, another sign they see treating talent well (including a limited theatrical release) as a key tactic in their long-term strategy.