Without Remorse – Marketing Recap

How Amazon Studios is selling Without Remorse.

Tom Clancy’s Without Remorse is a movie that was originally intended to come out about 25 years ago, shortly after the release of the book it’s based on. Like most of the first several books from the prolific Clancy, the story is rooted in the generational experiences of those who came of age in the 1960s, living through the Vietnam War, America’s Cold War with the Soviet Union and other conflicts both militaristic and political.

The original book, published in 1993, follows Navy Seal John Kelly through a series of personal vendettas in the U.S. and CIA assignments in Vietnam, ending with him assuming the moniker John Clark and becoming one of the CIA’s leading clandestine operators. It was the first time Clark had been moved into the spotlight after becoming a favorite supporting character in some of Clancy’s earlier books. Clark went on to be featured in Clancy’s Rainbow Six, which served as the foundation for the popular video game series.

On the big screen, Clark was previously played by Willem Dafoe in 1995’s Clear and Present Danger and previous attempts to adapt Without Remorse have had Keanu Reeves, Tom Hardy and others attached. But this week it’s Michael B. Jordan finally bringing the character to life once again in a modernization of the story that’s similar to what Paramount Pictures did in 2014 with Jack Ryan: Shadow Recruit, though this doesn’t seem to be connected to that Chris Pine-starring movie.

With a new, younger lead, the story has also been updated and largely changed. Clark here is already a CIA operative whose family is killed by Russian agents after he disrupts their mission in Syria. After recovering from his own wounds, Clark embarks on a vendetta against those who enabled the attackers with the help of his friend and colleague Lt. Commander Karen Greer (Jodie Turner-Smith).

The Posters

Released in February, the first poster (by marketing agency Concept Arts) shows Clark armed and ready for anything while in the middle of a very dangerous situation based on the amount of bullet holes in the wall he’s hiding behind. There’s no copy about the story itself here but you can tell what kind of audience Amazon is going after by the inclusion of “From the author of Rainbow Six” toward the top.

That same appeal is made on the second poster, released earlier in April. This time it’s a close-up of a very sweaty Clark that forms the primary image, the background showing the smoke from an explosion on one side and the Kremlin on the other.

The Trailers

In November of 2019, when the movie was still on Paramount’s release schedule, Skydance released a brief teaser showing flashing video of trauma and violence projected on Clark’s face, showing the kind of past he’s dealing with and problems he has to overcome

The full trailer (7.2 million views on YouTube), teased ahead of time, finally came out in March of this year. It begins with Kelly recovering from injuries sustained when a group broke into his home and killed his family and almost him. After a few shots from his past military career as well as his happy home life we see the reign of terror he goes on to avenge his family and find out who’s responsible for his loss.

The final trailer (21.6 million views on YouTube), released in early April, offers the same basic pitch, but with the additional detail that someone on the inside is working against Clark and Greer, telling the bad guys exactly where the team will be and how to stop them.

Online and Social

No website, but Amazon did create stand-alone social media profiles for the movie and provide support on its own brand channels.

Advertising, Press and Publicity

Jordan was named CinemaCon’s “Male Star of the Year” in March of last year, when the movie was still slated for later in 2020. He was also named “Sexiest Man Alive” for 2020 by People back in November.

In April 2020, Paramount moved the movie’s release back by two weeks as it shuffled much of its schedule due to the Covid-19 outbreak. A bigger shift was announced in June, as the movie was pushed all the way to February of 2021.

A few months later in July reports emerged that Paramount was in final negotiations to sell the movie to Amazon Video, one of many titles the studio was taking off its books as the pandemic dragged on.

This one seemed different, though, because it showed a studio abandoning what was intended to be a potential franchise-starter. It was unclear if future films that may have been planned were included in the deal as well. Before that deal was finalized, Paramount took the movie off its release calendar with no context given for the change. Amazon finally acquired the title in January, adding it to its “Jack Ryan” series as another Tom Clancy property it managed.

Amazon’s Super Bowl commercial in February for Alexa didn’t explicitly sell the movie as well but, between the fact that Jordan stars as the personification of Alexa and that a bus with the film’s branding appears in the background of one scene, it certainly was meant to help.

What kind of workout the star engaged in to achieve his Navy SEAL physique was covered in this interview.

Shorter cutdowns of the trailer were used as TV spots and online promos, with these videos mostly focusing on the action and big emotions of the movie.

A featurette from early April has Jordan, Smith and others talking about updating the story from the original book, honoring the characters, the legacy of the popular video game series and more.

An interview with Solima had the director talking about bringing the story into the modern period and his overall approach to telling big action stories and more. Turner-Smith was interviewed about what drew her to the role, what it was like to film such action-heavy scenes and more.

IMDb shared a short exclusive featurette on filming some of the action sequences.

Additional interviews with Jordan included him talking about his acting process and how he felt about being a black man playing a character written as white and previously played by a white actor. There were also a couple interviews with Lauren London, who plays Clark’s ill-fated wife whose death kicks the story into gear.

Promotional partners for the movie included:

  • Omaha Steaks, which offered a custom surf-and-turf package that people were encouraged to order in time to enjoy while watching the movie.
  • Scotch Porter, which offered an exclusive movie-themed bundle of grooming products.
  • 511 Tactical, which ran a sweepstakes for a collection of its pseudo-military gear.

Overall

Initial reviews of the movie have not been great, calling it a grim and depressing throwback to Cold War military politics, but that doesn’t necessarily come through in the campaign. It’s certainly presented as a standard action flick, but that is elevated by Jordan’s charm, especially in the press and promotional component of the marketing.

While I’m a sucker for anything Clancy-related, that this movie seems completely disconnected from any of the other recent character reboots – including Amazon’s “Jack Ryan” series – is somewhat disappointing. And though the story seems to discard a lot of aspects of Clancy’s original book that are now likely seen as problematic (prostitutes and other women are killed with abandon), fridging Clark’s wife to spur him to action isn’t exactly an improvement.

Still, this campaign will likely appeal to die-hard action fans and get some moderate interest from players of the “Rainbow Six” video game series and Jordan’s fanbase.

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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