ghostbusters: afterlife – marketing recap

How Sony has sold its latest attempt to revive an iconic franchise

Ghostbusters Afterlife poster
Ghostbusters Afterlife poster

Whenever I’m talking about the nostalgia industrial complex that’s built up over the last couple decades, Ghostbusters is usually the example I pull out. Sony/Columbia and its various partners have worked hard to sell 1/8th reproductions of Ecto-1, proton pack-shaped USB chargers and other consumer products and high-end collectibles to a largely male audience who still hold the 1984 comedy as the single most important cultural moment of their lives.

As such it wasn’t wholly surprising when that same crowd came out in force to push back on Paul Fieg’s 2016 reboot of the franchise considering he was letting girls in what was *clearly* a boys-only clubhouse.

And it’s not wholly surprising that, five years later, Sony Pictures has taken a 180-degree turn from that previous effort.

That new take, Ghostbusters: Afterlife, comes out this week. The movie stars Carrie Coon as Callie Spengler, daughter of Egon, played in the originals by the late Harold Ramis. Carrie has moved herself and her two kids – Phoebe (McKenna Grace) and Trevor (Fill Wolfhard) – to Oklahoma and a house her father left her years ago. When strange, supernatural things start happening in town it’s up to the remaining members of the Spengler family, along with their new friends and science teacher Chad Grooberson (Paul Rudd) to save the town and the world.

While the 2016 movie had most of the original cast appearing in small cameos as other characters, this time around they are reprising those original roles. So we get Bill Murray as Peter Venkman, Sigourney Weaver as Dana Barret, Ernie Hudson as Winston Zeddemore, Annie Potts as Janine Melnitz and Dan Ackroyd as Raymond Stantz.

Having all of them return is indicative of a campaign that is steeped in nostalgia, not for what it can tell us about our present or future but for the comforting blanket of familiarity it offers.

announcement and casting

The news that Reitman would be creating his own Ghostbusters film came out of more or less nowhere in mid-January 2019. At that time a brief teaser was released that didn’t offer any footage from the film but set the tone and made sure everyone knew it was in the works.

The early 2019 announcement included the clarification this film would follow the original movie’s timeline, not that of the 2016 Paul Feig movie, a fact the cast of that film wasn’t thrilled with and many questioned, seeing a missed opportunity to expand that story.

Further complicating matters, Reitman commented in February 2019 that he was planning on “giving the movie back to the fans,” talking about the lengths he was going to in order to cater to those who still hold the original to be a sacred pop culture text. Those comments were interpreted as him validating the criticisms of the 2016 film and telling the men who complained about women being allowed near their beloved franchise that he shared their perspective. He clarified things a short while later, expressing his love of Feig’s film and the actors in it, but the message still hung out there.

An interview with Ackroyd allowed him to talk about how the main reason this film was greenlit over a sequel to the 2016 movie was cost, with this one reportedly sporting a much lower budget than that would have necessitated. Around the same time Murray was in Cannes for another film but said during his press appearances there that he’d be open to another Ghostbusters film if the offer came in.

The focus continued to be on the status of the original cast, as mid-2019 kept bringing various comments and updates from Reitman and others that various members had read the script and were interested or had already committed. Paul Rudd revealed in late June that he had taken on a supporting role in the film, with Ackroyd and Hudson confirming they’d be appearing a couple months later. He spoke briefly about it while promoting other things last year.

Rudd’s casting was announced in June, 2019 via a video of him filming outside the New York firehouse that was the team’s original headquarters.

Wolfhard spoke about the audition process during CinemaCon 2019.

marketing phase one

Vanity Fair got things officially started in December 2019, sharing a batch of first look photos along with comments from Reitman and others.

A supernatural storm brews in the distant sky on the first poster, released shortly after those stills came out. Showing the Ecto-1 speeding through a wheat field toward that storm establishes the connections to the past as well as the setting of the current story.

The first trailer (21.1m YouTube views), released at the same time, starts by establishing the setting of the film. Trevor and his family are relocating to a farmhouse in a small town because they’re broke and it’s the only thing still in their name, left to them by their unnamed grandfather. As strange and spooky things begin happening around them, Phoebe uncovers a secret stash of ghostbusting equipment no one but her teacher Mr. Gooberson recognizes it for what it is. It isn’t long before the kids are using that old equipment as more and more supernatural creatures begin appearing.

Wolfhard commented on the movie while he was promoting other things earlier this year.

While speculation had surrounded his involvement, Murray finally revealed he would return as Dr. Peter Venkman in January. That was part of an extended profile that had him talking about the legacy of the franchise and much more.

Several of the movie’s stars joined the original cast and filmmakers in one of Josh Gad’s conference Zoom calls in mid-June.

An interview with Ackroyd allowed him to make it clear that while Ramis wasn’t in the film his spirit would be well-represented.

Coon appeared on “Kimmel” to promote other projects in January but spoke briefly about this film as well.

Later on Murray spoke about his initial reluctance to come on board for the film and how Reitman won him over.

At the end of March last year, Sony announced it was shifting the movie’s release date by several months as theaters remained closed due to the Covid-19 pandemic. It got pushed a few more months in October, and then again in January to November.

marketing phase two

With that new November 2021 release date set, the campaign started up once again a few months ago.

A mysterious teaser was released in early April, showing Mr. Gooberson doing some shopping only to come across mini versions of an old foe.

Things really started off in early June on #GhostbustersDay, so-called because 6/8 was the day the original movie was released all the way back in 1984.

Related events included:

  • The cast and crew of the movie taking fan questions via Twitter Spaces
  • Merchandise promotions from both Reitmans and others
  • Lots of new consumer products announcements
  • The elder Reitman and Murray discussing whether or not Ghostbusters Day is an official holiday

Reitman Jr. and Sr. were both part of a featurette released in early June that had the two talking about their life long experiences with the franchise as well as how the idea of passing things down from generation to generation is reflected in the story.

The next trailer (2.7m YouTube views) didn’t come out until July 2021. It hits many of the same beats as the first one, showing how Trevor is kind of a loner in a small town where his family has moved into the house his grandfather left them. From there on it’s all building mythology, with Jeanine helping them get settled and hinting that Egon wanted them to come here for a reason. That reason may have something to do with the mysterious happenings in town, which just escalate over time. It ends with Ray picking up the phone in his occult books shop, hinting at his involvement in the story as well.

Videos came out shortly after that showing Grace, O’Connor and others from the cast reacting to that trailer.

Adam Savage of “Mythbusters” fame announced in August that he had been on the set of the film and would be offering behind-the-scenes looks at production.

Sony screened the movie in full at CinemaCon in August, giving attendees much more than the usual selection of trailers and clips. Both Reitmans were in attendance to praise the studio and get people excited for the film.

Reitman and the visual effects crew were interviewed about bringing the Stay-Puft Marshmallow Man back.

Those Mini-Pufts continued to be at the center of the campaign with a video showing how to make s’mores out of them. A bit later a similar video was released for National Marshmallow Day.

Short teasers like this started coming out at the end of August offering little snippets from the movie.

A second poster was finally released in September that shows Trevor, Phoebe and their friends exiting the Ecto-1 to get a look at a mysterious beam either coming from or reaching up to the gathering clouds.

Wolfhard appeared on “The Tonight Show” around that time as well. He and Grace also talked about the movie on “Today.”

Both Reitmans and others from the cast appeared at New York Comic-Con in October for a panel about the movie. That panel wound up also including a surprise screening of the movie for those in attendance.

While the sizzle reel released after that panel had fans praising the film (the word “amazing” is frequently invoked), overall reviews were far less positive, with many critics panning it as the worst example of empty nostalgia, with objects from previous films shown for no real reason other than to evoke a SQUEE reaction from people who remember it from the original.

VFX producer Kerry Joseph was interviewed about the process of bringing miniature versions of the Stay Puft Marshmallow Man to life.

Cinemark released an exclusive poster that simply shows the Ecto-1 speeding down the streets of Summerville.

Reitman was slightly more complimentary toward Feig’s 2016 movie in another interview, saying it opened the doors to additional stories set in the universe of the first films.

The cast and Reitman appeared in a video supporting LGBTQ+ youth on Spirit Day in October. Lots of ghosts and movie branding were part of the Halloween episode of “The Kelly Clarkson Show” with Grace and Hudson stopping by as well.

MovieClips got an exclusive clip at the beginning of November showing Mr. Gooberson helping the kids revive one of the old ghost traps Egon left behind.

Reitman was interviewed by the PlayStation Blog team about taking on the franchise and what he hoped audiences would get out of it. PlayStation also debuted a new clip of Mr. Gooberson encountering a Terror Dog – the big supernatural bear that chased Louis Tully out of his apartment – and more.

An exclusive IMAX poster shows someone sitting in the gunner chair of the Ecto-1 as they blast a spook or specter in the sky.

Regal Cinemas offered a free bag of popcorn to people buying IMAX tickets. Regal also had an exclusive video interview with the cast of the film.

The final trailer (3.2m YouTube views), released just last week, only runs a minute but includes a lot of elements from throughout the campaign, including Phoebe trying to revive her grandfather’s legacy, plenty of antics from the Mini-Pufts and, at the end, the biggest tease to date that the original Ghostbusters are back in action.

Rudd made the talk show rounds to not only promote the movie but also accept his status as the newest Sexiest Man Alive according to People Magazine.

A poster for ScreenX shows the Ecto-1 making crop circles in someone’s field. D-Box put out a commercial promoting the more visceral experience audiences will have seeing it in that format. The Dolby Cinemas poster shows the Ecto-1 racing toward trouble.

Inglewood, CA residents could stop by Randy’s Donuts recently to get movie-themed donuts from the Ecto-1. Also on the food front, Hi-C revived its Ecto Cooler drink as a tie-in promotion.

A premiere red carpet event was held just days ago in New York City with the cast and crew all in attendance.

Murray, Hudson and Ackroyd appeared together on “The Tonight Show” to talk about reuniting for the sequel after so many years.

Costar Logan Kimchi hosted a featurette introducing audiences to the rest of the movie’s cast.

An interview with Coon had her talking about the way the movie depicts science, the family-centric nature of the story and more.

overall

With a Rotten Tomatoes score of just 66% and projections estimating an opening weekend take of $30 million or less (the 2016 movie – considered to have flopped hard – brought in $46 million) it seems that demand for a direct sequel isn’t as high as those who hold the rights might be hoping.

If that comes to pass it could indicate that pure, single-malt nostalgia is powerful enough to sell high end replicas of 30 year old toys but not enough to actually generate interest in *anything* new for that property.

Such a statement would be a powerful rebuke to those who jumped on the narrative, even free from any misogyny, that the 2016 movie failed because it deviated too far from the norm.

Sony GIF by Ghostbusters - Find & Share on GIPHY

About the marketing campaign for this movie specifically there are a few themes that are apparent:

Mini-Pufts as Minions: Let’s remember that the Stay Puft Marshmallow Man in the first movie isn’t a comedic element in and of itself. It’s a harbinger of death, with the Ghostbusters reacting comedically to its appearance. But here, they are treated like any sort of recent cute, animated creation. As such they form one of the centerpieces of the campaign.

Paul Rudd GIF by Ghostbusters - Find & Share on GIPHY

The Ecto-1 as Ark of the Covenant: The central element on all the posters is the converted ambulance that has been pulled out of the garage and fixed up for a new generation. That makes sense, but it also betrays a lack of faith in the new characters, whose faces aren’t even seen on those posters because so much real estate is devoted to a car.

Paul Rudd GIF by Ghostbusters - Find & Share on GIPHY

Recreating the Past: More than anything, the campaign is about including as many easter eggs referencing the original as possible. Just scan the movie’s Twitter feed and you’ll see multiple retweets of others who have pointed out similarities – sometimes shot for shot – between the first movie and what’s seen in the new one’s trailers.

All of that isn’t to say that the campaign isn’t good. It is. But it also relies almost exclusively on creating a sense of nostalgia in an audience that may only be interested in watching the original instead of exploring any new territory lest it tarnish their long-held opinions.

Avengers: Endgame – Marketing Recap

You can read the rest of my recap of the marketing campaign for Avengers: Endgame at The Hollywood Reporter. My coverage of the PSA effort for Stand Up To Cancer also ran on Adweek.

Online and Social

For such a big movie, Marvel’s official website isn’t very informative, perhaps by design. You’ll find both trailers and some basic background on the film, including links to on-site blog posts offering readers a refresher on what’s come before, as well as a list of the promotional partners who helped draft off the movie’s buzz.

Media and Publicity

Of course the movie couldn’t help but come up as the cast was out promoting other projects, as Smulders, Jackson and others were all compelled to comment on it in some manner.

Ruffalo appeared on “The Tonight Show” to help debut the second trailer and answer (or not) questions about the movie. Duke also mentioned the movie while promoting Us last month.

A substantial profile on Evans had the actor talking about not only the future of Captain America and his part in the MCU but also the political stances he’s taken, with him saying staying silent wasn’t an option even if it meant alienating some portion of the audience and potentially costing him work.

The movie’s substantial length became the focus of many conversations in the last month prior to release following the revelation that it was clocking in around three hours, a full 30 minutes longer than Infinity War. The Russos rationalized the expanded time by pointing out the movie wrapped up the story that had been told over 20+ movies and featured dozens and dozens of characters.

A different subset of cast members appeared on “Jimmy Kimmel Live” each night the week of April 8-12, bringing clips and more. That started with Downey, Johannson, Hemsworth and Rudd followed by Renner and Cheadle. Around the same time they showed up on “Good Morning America.”

In the final few weeks of the press cycle, two themes emerged in terms of what the cast and crew were telling interviewers and talk show hosts:

  1. “Let us explain…” That’s what the Russo brothers did to clarify why Captain Marvel is wearing more makeup in this movie than she did in her solo outing (a ridiculous topic).
  2. “We don’t know nothing…” That’s what Hemsworth, Cheadle and others did when asked what they knew about the movie’s story, which isn’t surprising given they’re all just small parts in a very big machine.
  3. “[X] has returned…” That’s what was behind interviews and profiles of Tessa Thompson, who confirmed that she couldn’t confirm anything, and Rudd/Renner, who spoke of how they are finally able to rejoin their comrades.

An EW cover story reunited the original team for a retrospective interview and offered up other photos and details, but not too much.

At the end of the campaign there were profiles of Feige as well as his two long-time aides. The screenwriters were interviewed on how they worked to bring together so many different storylines and characters into something coherent as well as how they reintroduced some of the previously missing heroes. Feige and Downey Jr. reminisced on the beginnings of the MCU, when the idea of a shared cinematic universe was still a “best case scenario” and the bets were much more unsure.

Rudd was announced as the host of an upcoming episode of “Saturday Night Live.”

One final TV spot released the day the movie hit theaters played up the overwhelmingly positive reviews it was getting. A video had a bunch of the stars reminding the audience not to spoil anything for those who haven’t seen it yet.

Adding to the movie’s profile was the news from Fandango it now held the record for the most advance tickets sold.

Larson came on “The Tonight Show” and revealed she shot her first appearance with the rest of the Avengers – which appears at the end of her own movie – on a green screen with no one else around and no idea what her one line meant. Rudd also appeared to have some fun with Fallon.

The media agency Kantar estimated that all in, Disney spent close to $14 million on the marketing and advertising campaign, with TV buys making up a little over half of that and a good chunk of the advertising coming the day tickets went on sale a couple weeks ago.

avengers-endgame-kantor-chart

Another profile of Winston Duke mentioned this movie as well as his appearance in Us.

More details revealed here on the partnership with Fortnite.

Overall

avengers endgame gif

Picking Up the Spare

Wayne Friedman at MediaPost points out how the majority of the movie’s campaign – and ad spending – came in the final month leading up to release. Jeff Beer at Fast Company also has his own recap of some of the movie’s cross-promotional campaign. There was also a look at how altered shots in the trailers kept some of the movie’s secrets hidden. 

Google added a fun little tool for those who searched for “Thanos.” 

Additional TV spots promised a “once in a generation event” and played up all the records the movie was breaking. 

Another short promotional video shows how every movie has lead to this one while also reminding audiences not to spoil the ending for anyone. Some of the cast reminisced about their favorite memories as part of the MCU. 

Brolin appeared on “Kimmel,” as did Sebastian Stan. 

IMAX continued promoting the filmmakers use of its large-format cameras with another video. 

Trolls continued to hound Larson, criticizing her junket appearances to the point where costar Don Cheadle felt the need to smack them down. 

The writers and directors of the movie kept talking about various aspects of the story and characters. 

Once the spoiler lid lifted more details about the story started to official come out, including a profile on the effects of Professor Hulk, who was also featured in a clip. 

Gillan was the subject of two profiles focusing on her role in the movie. 

Ant-Man and the Wasp – Marketing Recap

ant man and the wasp posteI don’t hit this point very hard in my Hollywood Reporter recap of the marketing campaign for Ant-Man and The Wasp, but it’s important to remember that the first Ant-Man in 2015 shouldn’t have been, and wasn’t expected to be, a box-office hit.

While the character has a long and rich history over 50+ years of comics stories, the name is kind of silly, a product of the 1960s when push-button technology was just starting to break out of the realm of science fiction. So trying to make a big-screen action adventure starring him was a gamble, not to mention how the casting of Paul Rudd in the title role very clearly identified the movie as a comedy, something that was still unproven despite the success of Guardians of the Galaxy the year before.

Also working against that first movie was the behind-the-scenes drama, namely the last-minute exit of writer/director Edgar Wright, who’d been involved in developing the movie for years only to leave just before production started citing disagreement with the studio on the tone and vision. That’s the kind of thing that has scuttled other movies, putting a persistent cloud over the release that shades all further coverage and even impacts reviews.

It was successful, though, even if it didn’t hit the heights of other Marvel Studios releases. Rudd reprised his role in Captain America: Civil War and now has costar Evangeline Lilly finally suiting up as his partner in crime-fighting, Michael Douglas returning as Hank Pym and Michelle Pfeiffer joining as his lost wife Janet Van Dyne.

Online and Social

There isn’t much happening on Marvel’s official website for the movie, which just has the usual collection of trailers, posters, stills and links to both promotional partners and the social profiles established for the film. It’s alright, it’s just not going to blow anyone’s doors off.

Media and Publicity

A series of stills, including a photo showing Lilly in full hero costume was released by Disney during D23 last year. Rudd spoke briefly about the film on other occasions while promoting other projects, including while at Sundance for the premiere of The Catcher Was a Spy.

During the Avengers: Infinity War press cycle Lilly also talked about this film, explaining that the story revolved around the search for Janet Van Dyne. After that movie was released Disney/Marvel started shifting the focus and began explaining, to clear up audience confusion, that this one takes place during the events of Infinity War and that’s why neither Scott nor Hope are over there fighting Thanos.

The press tour started a couple weeks prior to release as Lilly showed up on “Kimmel” and then went on to call out male actors for being too used to comfortable fashion. Rudd has shown up on TV several times to talk about the movie specifically as well as his career in general.

The movie’s premiere allowed Reed to talk about the story and what approach he took with gender-swapping Ghost, a topic explored more in-depth in a feature story with comments by everyone from John-Kamen to the movie’s writers to the creators of the character’s comic incarnation. Reed also mentioned how much stronger Lilly’s work ethic was than Rudd’s. A later interview allowed the director to share how he was able to convince Pfieffer to return to comic book movies.

IMAX offered a few more exclusive videos, including a TV spot, a goofy video featuring a tiny Paul Rudd and an interview with Reed in addition to what they’d already released. Marvel also promoted the animated shorts featuring Ant-Man that were produced for Disney XD.

Overall

What struck me from the outset of the campaign is how much the studio has worked hard to position this as a movie starring The Wasp just as much as Ant-Man. She played a big role in the very first trailer and has been a big presence throughout the push, especially on the publicity circuit and in the TV ads. Marvel Studios obviously wants to play up her role, presumably as another example of how it really does want to bring more female heroes to the forefront.

Taken in whole, the movie is being sold more or less in the same way the first one was, which is a good thing since that worked. If there’s anything about it that makes me scratch my head it’s that the attitude taken toward how closely to tie this release to Infinity War seems inconsistent and a bit confusing, moving from “Nope, it’s totally its own thing” to “Oh yeah, there’s lots of connective material.” That likely won’t impact its success to any great extent, but it is a bit questionable.

I also question why there wasn’t more of a focus on the search for Janet in the Quantum Realm. That seems like it would give the story a more personal appeal, making the stakes for everyone more real and concrete than whatever vaguely-defined scheme The Ghost has. Mostly I just wish there were more Michelle Pfeiffer, or that there were more of an effort to tie this into her recent wave of high-profile releases that signal a return to prominence in the movie world.

PICKING UP THE SPARE

There have been a number of additional TV commercials like this one released in the last few days, all of which hope to sell the audience on a funny, light-hearted summer action movie. There are also spots like this that hit just today and which play up the shocking ending of the movie.

Marvel Studios also released a fun “Tiny BBQ” video to mark the Fourth of July.

One narrative that has been picked up in the last few days is that this is the first MCU movie where a female character shares top-billing with the male hero, something addressed here as Evangeline Lilly talks more about crafting a character little girls could relate to and connect with.

Another profile of Hannah John-Kamen, who plays the villain Ghost, where she talks about how a recommendation from Steven Spielberg helped her land this role and Peyton Reed helped her create the new version of the character.

There was a special poster created for Real 3D screenings of the first movie and this new one as a double feature. The poster shows both Ant-Man and Wasp seeking cover behind a coin that has “Opening night fan event on it.”

Peyton Reed covers a whole range of issues here, including his reaction to how offended some idiots were by Wasp receiving equal billing in the movie’s title. And the NYT covers how the filmmakers consulted with scientists to bring at least a bit of believability to the goings-on at the same time it offered a quick interview with Rudd.

The movie’s successful opening weekend let it run a “#1 movie in the world” TV spot to tout how well it was received.

The search for Janet Van Dyne was almost completely missing from the campaign but now that the movie is out, Marvel released this short video emphasizing it and focusing the Quantum Realm where she disappeared years ago.

Marvel released a new video promoting the movie-themed sponsorship of Girls Who Code, the popular tech-based educational program. It shows director Peyton Reed and others speaking to groups about the science of the story and how important a STEM-based education is.

There was also a new interview with Hannah John-Kamen where she talks in particular about working with Michelle Pfeiffer.

The Catcher Was a Spy – Marketing Recap

catcher was a spy posterPaul Rudd looks to continue making his appeal to be seen as a more versatile actor in this week’s new limited release The Catcher Was a Spy. Based on a true story, Rudd plays Moe Berg, a catcher who played much of his career for the Chicago White Sox in the early part of the 20th century. Berg was more than a ballplayer, though, speaking 10 languages and accumulating a number of degrees.

All that made him attractive to the Office of Strategic Services, the U.S. military’s intelligence service during World War II. The OSS recruited Berg, who served in many fields during the war. The movie focuses on one particular assignment: A mission to Europe to determine whether or not German scientists including Werner Heisenberg were close to developing their own atomic bomb.

The Posters

There’s not a whole lot going on with the movie’s one poster. A massive image of Rudd’s head dominates the design, positioned above a dark alley where two men wearing hats and trenchcoats (which work to establish that this is a period piece about spy stuff) are engaged in some shady business. There’s copy explaining this is “The true story of Moe Berg” but what are the odds that’s going to create any sense of recognition in the audience?

The Trailers

Moe, as the trailer starts, is being recruited by the military for a vaguely defined job. Eventually it’s explained that because of his unique mix of physical aptitude, education and language proficiency, they want him to go into Germany and deduce whether the Nazis have developed an atomic bomb. Ultimately he’s asked to kill the scientist he’s sent to spy on if he learns that a bomb either exists or is imminent, a prospect Berg isn’t entirely comfortable with. There are some generic shots of WWII battle and lots of drama around him leaving his girl.

It’s not a bad trailer, but it very much sells the movie as a more or less conventional war spy drama. Berg’s is an intriguing story but the trailer dispenses with what makes it unique pretty quickly to get to fairly standard spy material. None of that is necessarily bad, it’s just what’s being shown here.

Online and Social

There’s not much happening on IFC Films’ page for the movie, where you’ll just find the trailer, poster, cast/crew list and a story synopsis. It’s also received limited support on the studio’s social channels, which have focused on some other buzzier titles to date.

Advertising and Cross-Promotions

Nothing I’ve come across here.

Media and Publicity

The movie was originally slated to screen at the Toronto Film Festival but was pulled by the filmmakers who didn’t feel it was ready for debut at that time. With an all-star cast and a great premise, it’s unsurprising the movie frequently made the lists of critics’ most-anticipated films of the Sundance Film Festival. Eventual reviews weren’t exactly in-line with those expectations. But while there Rudd talked about how his role in Ant-Man helped open the door to this film by giving him a chance to do something new in his career. It wasn’t until late April that IFC acquired the film

Overall

It’s not that surprising there hasn’t been a bigger push for the movie. Not only is it a niche release but any more substantial press activity would have necessitated Rudd’s involvement and he’s likely committed to promoting the upcoming Ant-Man sequel.

It’s an interesting story being sold, but there’s no real strong hook for the audience to latch onto. It’s not new or revelatory in any way, coming off as just a seemingly solid period drama without whole lot to offer.

PICKING UP THE SPARE

The real-life Moe Berg, played by Paul Rudd in the movie, is getting an exhibit at the Baseball Hall of Fame in Cooperstown.
The New York Times delves into the real history of Moe Berg, played by Paul Rudd in the movie.

Mute – Marketing Recap

mute posterWriter/director Duncan Jones made a big splash back in 2009 with Moon, his debut film starring Sam Rockwell as a solitary astronaut manning a moon base. Source Code was well received but not super-successful but Warcraft, his foray into big-budget fantasy, flopped in the U.S. while still being a massive success overseas.

Now he’s back with, Mute, a movie set in the same universe as Moon but otherwise (seemingly) unconnected from that story. Set 40 years in the future, Alexander Skarsgård plays Leo, a mute bartender working at a Berlin establishment who has a reputation as both a good man and someone not to be trifled with. When his girlfriend goes missing the main purpose of his life is removed and he sets out to find her. That brings him into contact with the city’s underworld elements, including Cactus Bill (Paul Rudd), Duck (Justin Theroux) and others.

Continue reading “Mute – Marketing Recap”