You can read my full recap of the marketing campaign for Men In Black: International at The Hollywood Reporter.
Online and Social
The second trailer leads off the content on Sony’s official website for the movie. After you close that the rest of the site’s offerings are lackluster and standard, far below what a movie like this is capable of presenting.
Media and Publicity
An Entertainment Weekly cover story in early January offered the first major publicity push for the movie, including lots of new photos, comments from Thompson, Hemsworth and the rest of the cast and crew and lots more.
Thompson was featured as an up and coming leader in the movie industry. She also appeared just before release on “The Late Show” in an interview that included how young she was when the first movie came out in 1997.
Sony released a video of an informal (but staged) chat with Hemsworth, Thompson and Kumail Nanjiani where they answered random questions sent in by fans. The studio also put out a sizzle reel of footage from the movie’s premiere.
A short promo was released by IMAX to encourage fans to see the movie in that format.
While walking the red carpet Thompson spoke about how she hopes the movie opens up more opportunities for female filmmakers.
Hemsworth’s appearance on “The Tonight Show” was ostensibly about this movie but much of the conversation naturally turned to his role as Thor.
Picking Up the Spare
A joint interview with Thompson and Hemsworth focused on the chemistry they’ve built up over the course of a couple movie.
This is the latest big budget flop to get a postmortem detailing the behind-the-scenes problems, including extensive and unsupervised daily rewrites, that seem to have lead to box office underperformance.
Thompson was interviewed by Trevor Noah on “The Daily Show.”
After the movie’s box office fortunes were sealed, the head of Sony came out with comments about weakness in the story that helped seal its fate.