julia roberts – Cinematic Slant

ticket to paradise – marketing recap

How Universal has sold a romantic comedy with two mega-stars

Ticket To Paradise movie poster from Universal Pictures

Julia Roberts and George Clooney have been Hollywood royalty for a few decades now and have worked together before, notably on Ocean’s 11 and its sequel Ocean’s 12. Now they’re back together in this week’s Ticket To Paradise, opening in theaters from Universal Pictures.

The two play Georgia and David Cotton, a divorced couple who are brought back together when they find out their daughter Lily (Kaitlyn Dever) is about to marry Gede (Maxime Bouttier), a man she just met in Bali. Determined she’s making a mistake that will haunt her for the rest of her life, David and Georgia put their differences aside and work together to sabotage the upcoming nuptials. Of course it’s not quite that simple for anyone.

Written and directed by Ol Parker and costarring Billie Lourd and Lucas Bravo, the movie’s expected to enjoy an opening weekend of about $15m after already bringing in $75m overseas so let’s take a look at the campaign Universal put together.

announcement and casting

Universal Pictures announced the film at the end of February, 2021. Parker was attached to direct and both Clooney and Roberts were already set to star at that time.

Lourd, Dever and Bravo were added a couple months later as production ramped up.

Dever spoke briefly about the movie toward the end of 2021 while promoting other projects.

The movie’s original September 2022 release date was pushed back a month in October of last year.

Universal showed off the trailer to attendees of CinemaCon in April 2022.

the marketing recap

As the trailer (34.1m YouTube views), released at the end of June, begins, Georgia and David find themselves on the same flight and make the life of the person stuck between them miserable. We then see a brief shot of Lily falling in love in Bali. When they arrive they call a truce in their sparring in order to undermine their daughter’s plans, but those plans are soon discovered. As things progress the couple find themselves actually having a good time despite themselves, which is probably going to lead exactly where you think it’s going to.

The poster that came out at the beginning of August knows exactly what it’s selling and what the audience is looking for: Two big stars all dressed up and set against a tropical backdrop. It’s not exactly the world’s most innovative graphic design, in fact it’s quite boring visually, but the appeal here is clear and can’t really be argued with.

The first of many profiles of Clooney and Roberts that focused on how they are such great friends in real life and how much they enjoyed working together on a breezy romantic comedy like this came in The New York Times in early September.

Everyone was in attendance at the London premiere of the movie around that time as well.

Clooney and Roberts explain the premise of the film and show off their chemistry in a short video that kind of seems like it might have been used as a commercial or pre-roll, but the exact purpose isn’t clear. Another similar video featured Dever and Lourd also declaring what great friends they are and how that made working together even more fun.

When he appeared on “The Late Show” Clooney kept hitting the same topics, selling the film based largely on the chemistry between all the stars.

A promo for the film aired during an episode of “Bachelor in Paradise” in late September.

The first clip shows the moment Lily introduces Gede to her parents, who can’t stop their sniping for even a minute.

Roberts and Clooney praise their younger costars in a short featurette that keeps the fun, light vibes going.

Ticket to Paradise online ad featuring the same poster art of Roberts and Clooney. — Ticket to Paradise online ad

Promotional stops on “Today,” “CBS Sunday Morning”, “Kimmel” and other shows had both of the older stars appearing together so their charm and banter could be fully displayed to the potential audience. Dever stopped by “Today” and “Late Night” to talk about what a fun set it was during filming on her own while Bravo appeared on “Kimmel” to share what it’s like to kiss Roberts on camera.

Online ads used the poster key art to drive traffic to the official website, where people could find out more and buy tickets to a showing near them.

The L.A. premiere happened just earlier this week, with the cast and crew once more turning out. On the red carpet the mutual admiration society kept going as everyone talked about how wonderful everyone else was and what a great time it was filming the movie. Clooney also commented on how “brave” Universal has been by insisting the movie open theatrically when there was pressure from a lot of angles to sell it off to one of the streaming services.

overall

Centering the entire campaign around the chemistry and friendship of two of the most likable and bankable movie stars of the last 40 years can’t be a bad bet, right? That $15m opening weekend estimate may be the clearest message yet of how the theatrical landscape has changed in recent years than anything that’s come before.

Everyone’s mileage will vary, of course, but I’m pulled all the way in on this because, as has been made clear before, I’m a sucker for movies that actually feature two seasoned professionals playing off each other like this. And to make that the entire focus of the marketing just increases its appeal that much more.

Ben is Back – Marketing Recap

Ben Is Back, the new movie from writer/director Peter Hedges, is the latest of this year’s releases to tackle in some manner the drug and opioid epidemics that have been sweeping through the U.S. in the recent past. Lucas Hedges – Peter’s son – plays Ben, a young man who has left his home and family because he was caught up in trouble because of drugs.

One day just before Christmas he returns home, much to the bewilderment of everyone in the family. His mother Holly (Julia Roberts) on the other hand is thrilled, happy to have her son back and confident she can help him. It soon becomes clear, though, that he’s still in trouble and that his return may have put everyone else in harm’s way.

The Posters

Ben is embracing his mom on the first poster, positioning this as a mother/son drama, though there’s not much information about the story or characters beyond that.

The Trailers

The teaser trailer certainly lives up to the movie’s name. We see Ben approach the vacant house from the back (odd…) before walking out into the driveway as the rest of the family arrives. Holly is thrilled and immediately rushes out to greet him. And that’s all there is. There’s obviously some history and reason behind why everyone is so surprised to see him, but it’s not explained here.

The first full trailer picks up at about the same moment the teaser leaves off, with Holly happy Ben is home and making excuses for his behavior. His presence is putting his family at risk, though, as people from his past resurface, some of whom turn to violent means to get the money he still owes them. She’s unwilling to give up on him even as he falls back into some of his old habits but it ends on an upbeat note, promising the audience a happy ending to all the drama.

Online and Social

You can get tickets on the front page of the movie’s official website. Other than that the site just has the two trailers, a story synopsis and a cast and crew list. There are also links to the official Twitter, Facebook and Instagram profiles.

Advertising and Cross-Promotions

Media and Publicity

The movie was added to the lineup of the Austin Film Festival.

This was one of a handful of projects involving Hedges tackling intense and difficult issues, something the actor talked about in this interview. Roberts also spoke frequently on what is was about this movie that drew her back in front of the camera.

There were Q&As with the cast and director when the movie screened at the Toronto International Film Festival a couple months ago.

A major feature just recently had both the younger and elder Hedges talking about working together, something Lucas wasn’t keen to do but which he was convinced to do in part because of how his father was moved to tell a very personal story. That was also the focus of another joint interview with the two.

The writer/director was also interviewed about his career to date and what he wanted to accomplish with this movie.

Overall

For as much as Roberts was placed in the spotlight, it’s the two Hedges that really form the core of the campaign, providing a strong reason to see the movie. With Peter, the audience is promised an emotional story that has personal overtones while Lucas is one of the most buzzed-about actors of the last few years, with a number of recent movies that have touched on some of the most gripping issues in society today.

It’s that last point that really hits home, forming the central message of the campaign. Like Beautiful Boy and a couple others, this is a movie that wants to capture a moment when parents and children are being torn apart by drugs, with serious ramifications for everyone.

Picking Up The Spare

Another story on how Hedges had to be convinced to take the role in his father’s movie, this time with Roberts being the one making the case. Roberts was also interviewed again about the changes she’s made to her career along the way.

Both Roberts and Hedges have made some late night TV appearances to talk about the movie. The two were interviewed jointly about the mother/son dynamic of the movie and the story of addiction they’re telling.

Marketing Recap – Wonder

If you’ve read the book on which this week’s new movie Wonder is based you’ll know what it means to have a good cry. The story follows Auggie (Jacob Tremblay), a young boy born with facial deformities who, after years of surgeries that have kept him home – and home-schooled – is about to enter fifth grade at his local public school.

Confident in who he is and supported by his mother (Julia Roberts), father (Owen Wilson) and older sister Via (Izabela Vidovic), Auggie is nonetheless self-conscious about how different he is from the other kids. There are ups and downs as he seeks to make friends and be accepted by the kids – and adults – around him.

The Posters

“Are you ready to meet Auggie Pullman?” we’re asked on the first poster, which shows Auggie while he’s wearing his astronaut helmet. Not only does it state clearly that it’s based on a New York Times bestseller but the blue in the background is the same shade that was used on the cover of the source novel. That’s a nice touch.

That same concept was used on a series of character posters. Each features a different actor’s name, a drawing of their head that’s done in the same style as the book cover, and the name of the character they’re playing.

The next poster shows Auggie in profile, this time the visor of his helmet open so we can see part of his face. The same blue background is used along with the same copy, this is just about giving us a slightly better look at the main character.

Another poster has “Choose kind” as its primary message, this one using the same drawing of Auggie that’s featured on the cover of the book. Another once more puts Auggie in the helmet he loves to wear but adds the dog, showing a row of school lockers in the reflection of helmet’s visor. This time we’re promised, “Auggie Pullman will change your world.”

That’s the same message conveyed on the next poster, which drops the blue background that’s been used to date for a white one. Here, Auggie is sitting, still wearing his helmet, in front of a massive globe. A couple more posters featuring either Auggie on his own with his helmet off and in his hands or getting a pep talk from his parents.

The final (?) theatrical poster disposes with the blue theme of the entire rest of the campaign and just uses one of the production stills showing Auggie walking to school with the rest of his family. It also uses a wholly different approach with the copy, asking the audience “Who gives you the courage to face the world?”

The Trailers

The first trailer will hit you right in the feels. We meet Auggie as he’s about to start public school for the first time, something he’s nervous about because of the way his face looks. We hear him narrating what went into the surgeries that have resulted in his situation. His parents try to reassure him and he eventually makes a real friend at school, then another.

Shut up and give me a minute while I finish ugly-crying.

The second trailer once more starts with Auggie heading to his first day at school, where he encounters some bad attitudes from his classmates despite the encouragement of his family. Eventually he makes some friends and finds his groove, getting more involved and helping to inspire other kids. The primary element of the trailer is the inclusion of a new song from singer Bea Miller.

I said give me a damn minute.

One more short trailer hit that emphasized the role of Auggie’s family and how important they are to him.

Online and Social

There’s full-screen video that plays in the background of the splash page of the movie’s official website. Auggie is there in the corner holding his helmet just as in the key art alongside the release date, the movie’s official #ChooseKind hashtag and links to the Facebook, Twitter and Instagram profiles.

Over in the opposite corner are a few activities and options, starting with the “Daily Dose of Wonder,” which opens up a Facebook Messenger conversation with the movie, though what you’re supposed to do next is unclear. It might be that you’re meant to share something inspiring, but there’s no clear call to action or anything right here. There’s also a “Portrait Creator” that lets you create your own version of a self-portrait in the style of the book’s cover. You can download the finished product as an image to share on social media, a desktop image for your phone, computer or tablet, or an avatar or cover photo for your social media profile. iMessage stickers could be downloaded and you could enter the Omaze-powered Choose Kind campaign.

Moving to the content menu at the top of the page, the first section here is “Story,” which has a brief synopsis to check out. “Videos” has a lot, from the trailers to a number of character introduction videos to some of the “Choose Kind” short films that were created and a couple of featurettes.

There are several production stills in the “Photos” section and the “Posters” section has at least most of the key art that was created. “Cast” just has stills of each of the cast in character. There’s another link to the “Portrait Creator” and then a “Partners” section.

Advertising and Cross-Promotions

The first TV spot played much like a shorter version of the trailers, showing not much of the actual story but focusing on how strong Auggie is in the face of such adversity and how supportive his family is. More spots kept hitting the inspirational aspect of the story, showing how tough Auggie is.

For a family drama, there were a number of interesting promotional partnerships:

Wattpad, the short/serialized fiction publishing platform, along with Tongal sponsored a short films series featuring stories that were shared there.
GapKids launched a back-to-school campaign centered on community heroes and kids with inspiring stories that included at least one TV spot using both Tremblay and R.J. Palacio, the writer of the source book. That was also part of GapKids’ overall “Forward With” campaign of other emotional and uplifting stories and commercials.
Roma, which created a special movie-themed rain boot as part of its overall mission to help those in need around the world have proper footwear and access to education.
Funoogles, which created special movie-themed eyewear and accessories.
HelloFresh, which offered a deal on its meal delivery service tied to the movie and asked recipients to send back a postcard with their stories of moments where they “chose kind.”
City of Kindness, which launched its own Choose Kind campaign. Mayors of select cities offered tools to help citizens make good choices and some hosted local screenings, all culminating today, World Kindness Day. Cheerios and Crest offered free product to organizations working with that campaign.

The trailers and other videos were used for social media ads and the key art, along with clips from the trailers and more, were used as online ads. Outdoor advertising used that key art as well.

Media and Publicity

There was certainly coverage of casting and production, but it’s notable that one of the first big pieces of press was from Daveed Diggs (of “Hamilton” fame), who talked about how he got the role. In EW’s fall movie preview Tremblay talked about working with Roberts as well as wanting to be part of such an important emotional story.

Tremblay, Roberts and Wilson all made a variety of media appearances and gave various interviews that talked about how inspiring they found the material and how that motivated them to get involved in the project. Director Stephen Chbosky also spoke about how he wound up making the movie and how he worked with Palacino to bring Auggie’s story to the big screen.

Overall

It’s OK for me to admit that this campaign plays every heartstring that still lies within a grizzled, cynical 40+ year old exterior. That’s partly because I have read the book it’s based on, so I know how the story plays out, and partly because it’s just damn effective. It uses the talents of all involved, from Tremblay to Roberts to Wilson, to great effect to sell the movie as one that’s inspirational and touching. I’m also struck by how it’s sold as both a movie for kids and young adults who will be drawn in by the relatability of how strange and alienating fifth grade can be as well as a movie for full-on adults and parents, who will identify with all the emotions shown by Auggie’s mom and dad.

It also can’t go without stating that there’s a great branding consistency going on in most all of the campaign. The trailers all hit the same beats as the TV spots and of course the posters, for the most part, use the popularity of the book to great effect, grabbing that distinctive robin’s egg blue for much of the campaign. Where many adaptations seek to discard much of the source book’s branding (aside from a title treatment or something) this one knows how often people have seen the cover on their own bookshelves or on the racks of book sections at Target and want to draw a straight line for the audience right to the box office.

Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.