the woman king – marketing recap

How Sony has sold a period drama about African warriors.

the woman king poster from Sony Pictures
the woman king poster from Sony Pictures

Viola Davis stars in this week’s The Woman King, in theaters this week from Sony Pictures. Davis plays General Nanisca, the leader of the Agojie, an all-female group of guardian warriors in the kingdom of Dahomey. Thuso Mbedu, Lashana Lynch and Sheila Atim costar as the latest generation of warriors to be trained by Nanisca, with John Boyega as the nation’s king. The Agojie must be trained to help fight against the latest threat to their people: The expansion of French colonizers deeper into the African continent.

If the concept of the Agojie sounds familiar, it’s because the real life defenders were the inspiration for the Dora Milaje in Christopher Priest’s “Black Panther” comics run, a group that of course later appeared in several installments of the Marvel Cinematic Universe.

Directed by Gina Prince-Bythewood, the movie was written by Dana Stevens, who developed the story with producer Maria Bello. Let’s take a look at how it’s been sold.

announcements and casting

The movie was announced in July, 2020 as Prince-Blythwood’s follow-up to the massively successful The Old Guard on Netflix.

News of Davis’ casting was followed in September 2021 by Boyega joining the project. Lynch was cast shortly after that, right in the middle of her getting rave reviews for her role in No Time To Die. Lawson, Tiffen and others joined shortly after that.

the marketing campaign

Davis offered the first real look at the film in February of this year when she posted a couple stills showing just how fierce she looks in costume.

Both Prince-Blythwood and Davis made an appearance on stage at Sony’s April 2022 CinemaCon presentation to promote their film. Davis was also given the event’s first-ever Trailblazer Award for her body of work.

A few weeks later Empire Magazine shared a first look still from the film.

Prince-Blythewood talked about the movie when she appeared at the American Black Film Festival in June, with the director debuting the trailer there for the festival’s audience before it went out to the general public.

More photos along with an interview with Davis came in Vanity Fair at the beginning of July.

Also in early July came the first trailer (10.4m YouTube views), which opens with King Ghezo warning of a new evil coming that must be fought with the Agojie. Nanisca convinces the king to fight back against the threat of the Europeans looking to expand their influence. We see the kind of training the Agojie go through and just how effective they are in combat, all of it adding up to a powerful trailer.

Banner ads on YouTube drove people to the film’s official website when the trailer debuted.

the woman king YouTube ad
the woman king YouTube ad

Later that month the announcement came that the movie’s world premiere would happen at the Toronto International Film Festival. Davis was later slated for a conversation as part of the film’s screening at the Martha’s Vineyard African American Film Festival in mid-August.

The first poster came out a bit later. It shows Nansica alone with her weapon held high, standing in what seems to be a fiery conflagration blazing all around her.

Bello was interviewed about her love of the African continent and how that played into developing this story.

A short vignette has Davis and Prince-Bythewood talking about the real life warriors portrayed in the film and how they’re surprised they didn’t know more about this before.

Trainer Gabriela Mclain spoke in this interview about how she put each one of the primary cast through their paces in preparation for such physically-demanding roles that required they *look* the part of fearsome warriors.

That training was the subject of another short featurette.

Mbedu was interviewed about the film’s incredible cast and more.

Cutdowns of the trailer started running in late August as TV spots and online promos, including pre-roll ads.

The second poster, released at the end of August, has the entire main cast of characters assembled and staring intensely at the audience amidst the same fiery background seen earlier.

An Essence cover story featured a conversation with the main cast about the story and what it was like working with everyone else. That was followed by a THR cover story with Prince-Bythewood and Davis in part covering the battles they had to take part in just to get the film made for reasons that are likely obvious.

An interview with Lynch focused again on the rigorous training she had to take part in.

Fandango debuted an exclusive clip of Nanisca pushing the warriors she’s training to be better than they ever thought they could be in order to defend their nation.

The bonding the cast underwent during filming was the subject of another short vignette.

That lead into the TIFF premiere screening, which garnered *very* positive reviews and buzz, and the Q&A with the cast and crew that went along with it.

Costume designer Gersha Phillips shared the real life inspiration that went into the costumes along with the fact they were made by actual African artisans.

Another TV spot from the last week featured football coach Jennifer King offering her thoughts on being a warrior along with clips from the film.

Boyega and Atim created Spotify playlists inspired by the film and their characters.

Davis went on to make appearances on “GMA”, “The Tonight Show”, “The View” along with others to promote the film and talk about how unique the story is in today’s marketplace.

overall

It’s not very surprising that there’s little in the way of overt reference to how the real life Agojie inspired the fictional Dora Milaje given the competing studios/companies in play. But that connection is very much there for anyone who’s paying attention.

Outside of that, the major message of the campaign is not only that this is a powerful film about an incredible group of warriors but that the existence of those warriors isn’t as well known in the general public as, say, the 300 Spartan warriors at the Battle of Thermopylae. If you pull on that thread more than a bit you’ll likely discover reasons that include racism, the fact that Europeans are clearly not the good guys in that story and so on.

But the story is being told in a big, bold fashion now and that’s what’s important. And the campaign has been moving, driven by the personal investment of Prince-Bythewood, Davis and others, including Bello, who seems to have taken the smart path and sat out most of the publicity and let others, particularly women of color, take the spotlight.

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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