How Netflix is selling its latest sci-fi action film.
The Old Guard, based on the graphic novel of the same name, star Charlize Theron as Andy, the leader of a group of mercenaries who have a particular advantage: They’re immortal. She and her team have been fighting on one side or another for centuries to protect humanity from massive threats it is largely unaware of.
At the same time new recruit Nile (Kiki Layne) joins the team they take on a job that winds up potentially exposing their existence to the world as a whole. That leads mysterious forces to seek them out in the hopes of harnessing their immortal abilities for profit, something Andy and the others are keen to avoid.
Netflix has been selling the film, written by Greg Rucka (who also wrote the original graphic novel) and directed by Gina Prince-Bythewood, as a less violent and more interesting option than its recent uber-graphic Extraction. Reviews so far have been largely positive but it sports only a 67 percent “Fresh” on Rotten Tomatoes.
Andy, her team and other supporting characters are arranged on the poster, released in mid-May (by marketing agency BOND), around a symbol or insignia that likely has significant meaning within the context of the story. The tagline “Forever is harder than it looks” hints nicely at the fact that the main characters are immortal while the guns and swords most are brandishing makes it clear they’re involved in some violent business.
A series of character images came out that use the same grey background and offer closeups of Andy, Nile and the others along with their birthdays, some of which go all the way back to BCE. That’s kind of a cool way to show off how old the characters are, adding another bit of information for the audience to latch onto.
The first trailer (3.3 million views on YouTube) came out in mid-May, introducing us to Andy and her team of seemingly immortal mercenaries. They’ve been in the shadows, fighting to protect the world for centuries and have a new recruit being trained. Someone has discovered their existence and is attempting to capture them in hopes of unlocking what makes them so special and profiting off it, something the team is keen to stop from happening. It’s a solid action flick being sold, with just enough of a mystery to keep things interesting.
Andy is in the midst of recruiting Nile in the second trailer (300,000 views on YouTube), released just last week. Nile meets the rest of the team and is welcomed into the world of immortals. Again we’re shown that they’re now on the radar of Copley, (Chiwetel Ejiofor), who wants to take them apart and see what makes them tick.
Online and Social
Nothing here, just a small amount of support on Netflix’s brand social channels.
Advertising and Cross-Promotions
The project was picked up by Netflix in late February, 2019.
One of the movie’s key action sequences was shared in a clip released in June.
Media and Publicity
Theron was interviewed about the movie in May, with her comments appearing along with a number of first-look stills to give audiences a sense of the movie’s style.
Both Layne and Theron were quoted about the movie and their characters in this interview that included another new look at the film.
Topics ranging from the movie to how she and her family were handling quarantine were covered when Theron appeared on “Today” and other shows. Another interview with her allowed her to talk even more about her character and how it fits into the actress’ other recent roles.
It might be hard to separate this from the dozens of other Netflix originals that have played in the science fiction or fantasy worlds, but this looks a cut above most of them. That’s not just due to the cast but also the production value, which appears to be a bit higher than what some others have sported.
The biggest draw here for many will be Theron’s once more stepping into an action role, something she’s been steadily doing and increasingly popular in. She’s turned, over the years, into a reliable action star capable of being both charming and deadly on-screen. With a concept that is pretty clearly explained in the campaign and lots of mysteries to be answered in the process, this looks like a fun and entertaining ride for people to check out.