Stowaway – Marketing Recap

How Netflix is selling a movie about a space mission gone unexpectedly wrong.

Stowaway, out this week on Netflix, tells a different type of story about a potential way a mission to Mars can go sideways quickly. Shamier Anderson plays Michael Adams, an engineer that’s part of the team preparing to launch three astronauts (played by Anna Kendrick, Daniel Dae Kim and Toni Collette) on a trip to Mars. After an accident, Adams goes missing from his crew, eventually turning up on the spacecraft after it’s already irrevocably hurtling toward its destination. That creates a major problem in that the ship is only stocked for a three-person crew, meaning they have to decide whether to adjust for the stowaway or make a dark and terrible decision to survive.

Directed by Joe Penna, who also cowrote it with Ryan Morrison, Netflix has given the movie a short campaign that emphasizes the drama of the situation the astronauts find themselves in.

The Posters

It’s important that the poster, released in March, shows Levenson (Kendrick) talking with Adams is important, in that she’s the only member of the crew who feels they shouldn’t kill their unexpected passenger in the name of saving the mission as a whole. The two are seen having a conversation in front of a window showing how far away they are from the world while the tagline explains the story, saying “Millions of miles from home, survival comes with sacrifice.”

A set of posters, each featuring one of the four main characters, came out just days before the film was released.

The Trailers

The first trailer (1.8 million views on YouTube), released toward the end of March, opens by showing how the crew of the ship initially reacts to the discovery Adams is on board and work to assess the situation. They do their best to make him part of the mission to help ease his (understandable) anxiety and fear, but an unexpected problem puts everyone in danger, leading them to take big risks just to survive.

Online and Social

Advertising and Promotions

Netflix announced it had acquired the film in early December.

An exclusive clip was shared with Yahoo showing the moment Adams’ presence on the ship is discovered.

Scott Manley, a physicist and astronomer who consulted on the film, released a video explaining the design of the ship in the movie and more.

Media and Press

A batch of stills that came with comments from most of the primary cast as well as Penna were released last month.

Kendrick and Kim were interviewed about the logistics of filming while wearing bulky spacesuits in confined quarters.

Overall

Movies that ask interesting moral questions of its characters – and by extension its audience – are inherently more interesting to me than ones that just present a dramatic story of some sort. So this campaign has my attention on that front.

But as with many recent Netflix marketing pushes, there’s just not a lot going on here. It would have been great to see another featurette or two in advance of release or more of a presence by the actors on the publicity circuit. But those are missing, so here we are.

Author: Chris Thilk

Chris Thilk is a freelance writer and content strategist with over 15 years of experience in online strategy and content marketing. He lives in the Chicago suburbs.

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