You can read my full recap of the marketing campaign for Fast & Furious Presents: Hobbs & Shaw at The Hollywood Reporter.
Online and Social
Nothing particularly surprising on the movie’s official website, just the usual mix of marketing materials along with links to social profiles.
Media and Press
The two stars were jointly interviewed about the over-the-top story and the continuation of the F&TF franchise.
As the marketing for this film was well underway news broke that producer Neal Moritz, who had been with the franchise since the beginning, was being removed from future films by Universal, their patience with his confrontational style having reached its end. More immediately, it contended he had no standing as producer on this film since it didn’t fall under the terms of his contract because it was a spinoff of the franchise, one the studio needed to cultivate for future expansions and sequels.
A profile of Johnson focused on how this is just the latest in a string of films featuring the actor saving the world in some manner. A couple months later an EW cover story focused on Elba and his addition to the franchise as well as how he and the other two stars meshed during production.
There was also a profile of Elba on his own that covered his career and why he’s made the choices he has, including signing on to this project.
Johnson’s work to present the Samoan siva tau war dance in an authentic way – and the impact it had on him and his family – was the subject of another interview with the actor. Director David Leitch was also profiled, with the focus being on his status as one of Hollywood’s go-to guys for action films.
Kirby, who (despite a notable age difference) played Statham’s sister and Johnson’s love interest, finally got a profile of her own. Also getting a turn in the spotlight was the stunt and effects team that added their flair to the movie.
Picking Up the Spare
Leitch continued to talk about the pressure he felt taking his first stab at the franchise.
Adweek details a Snapchat sponsored AR lens that added some of the movie’s vehicles to people’s surroundings.