halloween kills – marketing recap

How Universal is selling the sequel to a movie that was a sequel that ignored the previous sequels to the original well I’ve gone cross-eyed…

Halloween Kills poster

2018’s Halloween got, by all accounts, better reviews than it was expected to, going on to bring in $255m at the domestic box office. Now the sequel to that film, Halloween Kills, is finally being released.

Picking up roughly right where the first movie left off, this one again pits Laurie Strode (Jamie Lee Curtis) against the masked homicidal maniac Michael Myers, who is still bent on killing her and everyone around her. That list includes Laurie’s daughter Karen (Judy Greer) and granddaughter Allyson (Andi Matichak). It’s up to the three Strode women to try and bring Myers’ rampage to an end.

But of course this isn’t the end, and everyone knows it, as Halloween Ends, the final part of this trilogy, is scheduled for this time next year, all of which have been or will be directed by David Gordon Green. Until then, let’s see how this installment has been sold.

announcement and casting

That this movie – as well as the third installment – was coming was announced by Blumhouse during San Diego Comic-Con in 2019, with McBride, Green and Curtis all slated to return.

Shortly after that announcement the producers spoke about how unexpected this whole ride was. McBride and Green were interviewed about some details of the story, letting audiences know more or less what they could expect. Curtis talked about the movie in an interview last October, touching on the relevancy of the story to the current era.

At that same time a very short behind the scenes tease of what Green and the cast were shooting.

the marketing kills

Originally scheduled for October 2020, the release date was shifted a full year last July, with Green and producer John Carpenter issuing a statement explaining to fans why they felt the change was necessary to preserve the film and its intended presentation.

A short teaser was released in conjunction with that statement showing the Strodes being taken away from the scene of the fire while hoping that fire is allowed to continue burning in order to end Myers’ threat. Another came out on Halloween of 2020, promising the film would be coming out that time a year later while showing that things are far from safe for the citizens of Haddonfield.

An interview in late 2020 with Green had him assuring fans the filmmakers were not simply going to retread the story of the first film.

Curtis rightfully earned the title of Greatest Of All Time Scream Queen at the MTV Movie & TV Awards in December 2020.

The first full trailer (10.5m YouTube views) wasn’t released until June of this year, starting with the immediate aftermath of the previous movie. Michael has, of course, survived, with a body count following everywhere he goes. Laurie and her family are determined to end him, but he’s getting stronger the more he kills, setting up yet another confrontation between the two characters.

Myers’ cracked, scorched mask is the sole element on the first poster, also released in June. Embers swirl behind him, with the whole thing creating a very dark and gritty tone for the film.

In June of this year the movie’s premiere at the Venice Film Festival was announced along with Curtis’ receiving of a Lifetime Achievement Award.

Carpenter previewed “Unstable” from the movie’s soundtrack in August.

At Venice in September Curtis talked quite a bit about the series’ continued appeal, her award and how the movie’s message of evil being something not easily dispatched is relevant to the modern world.

Universal then announced the movie would debut day and date in theaters and on the company’s Peacock streaming service.

TV advertising began around that time as well, with spots like this that cut down the trailer while showing it’s not just the Strodes who are out to put a final end to Myers but the whole town, with the three core women leading the charge.

The final trailer (8.5m YouTube views) was released in late September. It shows that Myers is out once again on Halloween, terrorizing the residents of Haddonfield. He survived the fire Laurie set, but this time it’s not just her and a few others that have had enough but the whole town.

Early October brought a featurette that had the cast and crew talking about returning to the characters and story, whether their absence has been long or short. A second short featurette had Curtis talking about how the fight against Myers is multigenerational. In a third video everyone promises audiences that this is a *very* different movie and that the audience can expect lots of shocks.

The film screened at Beyond Fest earlier this month, with the cast and crew in attendance to answer fan questions and generally get folks excited.

A new poster released just over a week before the movie came out shows all three Strode women standing defiantly as their house burns in the background. There were also breakout character posters for Karen and Allyson.

Two more behind-the-scenes videos have Green talking about the technical difficulties of shooting this movie, including some of the more complicated effects sequences.

Overall

While this isn’t necessarily my cup of tea, the marketing campaign Universal has put together is cohesive, makes strong appeals to the target audience and spends only as much time as necessary connecting this to past films while keeping the focus on what’s new and upcoming. Those are all strengths. And you have to stand up and applaud how Curtis commits to the project, selling the movie with conviction and making sure to call out her costars and others.

Initial reviews haven’t been strong, with a paltry 54% on Rotten Tomatoes at the moment. But tracking projects a strong opening weekend total of $35-55m, which may not be Bond numbers but certainly indicates strong audience interest. Whether or not the hybrid theatrical/streaming release impacts those projections will, I imagine, be watched with great interest.

Michael Myers GIF by Halloween - Find & Share on GIPHY

candyman – marketing recap

How Universal is selling a sequel to a horror classic with a contemporary twist

candyman teaser poster

Candyman, believe it or not, is a direct sequel to the 1992 movie of the same name, taking the now standard approach of ignoring or at least discounting the two previous sequels. The movie stars Yahya Abdul-Mateen II as Anthony McCoy, an artist who moves into Chicago’s Cabrini Green neighborhood with his girlfriend Brianna (Teyonah Parris). That neighborhood, now gentrified from its public housing roots, still has memories of the Candyman, a mysterious supernatural entity that could be summoned by those who say his name five times in a mirror. When Anthony begins exploring the long-dormant spirit in his artwork he not only unleashes the killer but also begins to chip away at his own sanity.

announcement and casting

While a fourth installment in the franchise had been rumored and in various stages of development since the early 2000s, it wasn’t until 2018 that things finally started to move forward. It was at that point that Jordan Peele came on as producer and Nia DaCosta as director. Both developments were positively received, especially in the wake of Peele’s breakout hit Get Out.

A year later Abdul-Mateen was cast, though initial reports had him playing the title role. Those were dispelled when it emerged that Tony Todd would reprise that role from the original, with Parris joining as well.

marketing kicks off, or at least tries to

The beginning of the formal marketing campaign was unfortunately timed for early 2020. In late February Universal offered those who included “candyman” five times in a Tweet an alert when the trailer was released a few days later.

As that first trailer (14.5m views on YouTube) opens, McCoy is moving into the Chicago neighborhood formerly known as Cabrini Green. He becomes obsessed with the local legend of The Candyman and begins depicting him in his art. All this while people in the area begin dying after invoking his name, something McCoy eventually begins to suspect he’s somehow tied to. It’s a suitably creepy trailer that plays up both Peele’s role as producer and DaCosta’s as director, giving the film a nice pedigree for audiences to latch on to.

The teaser poster, released around that same time, shows a honey-covered hook, a bee still clinging to the glazed metal. Audiences are encouraged to “Dare to say his name” on what is otherwise a white background that is still fairly ominous.

It wasn’t too long after that in April that the first release delay was announced as the movie was shifted from its original June date to September.

How black filmmakers were working to tell stories involving racial themes and from their own point of view within the horror/thriller genres was the subject of a substantial profile in August of last year that included DaCosta. She touched on the real life inspirations of some of the story elements and more as well.

In mid-June TV spots started coming out that continued teasing how the movie is about the legacy of Candyman and the role he plays in the community.

DaCosta appeared at the American Black Film Festival to show clips to the virtual attendees.

In September of last year, when the movie should have been hitting theaters, Universal bumped it again, just a bit to October. It was then taken off the calendar completely before the eventual move to August 2021 was announced, a date that actually stuck.

When the delay to 2021 was announced, DaCosta explained why seeing it in theaters was an important part of the intended experience as opposed to seeing it at home through VOD.

DaCosta made Variety’s 10 Directors to Watch list in early 2021.

An interview with costar Domingo Colman allowed him to talk about how DaCosta was approaching the story and the brutalization inherent in it respectfully, not how it’s often depicted by other filmmakers.

for real this time

The restart of the campaign came in June when a special Juneteenth message from DaCosta was announced. That video, which has her talking about the duality of the holiday and how the same kinds of themes are captured in the movie, was well-done and because of the commonalities between the holiday and the film, seems less opportunistic than some other attempts.

That was followed by the second trailer (27m views on YouTube) in June. McCoy is having the history of Candyman told to him, latching on to that story and the legends surrounding it. That makes it very creepy, even if it sacrifices a bit of the context around the characters and their story.

The poster released at that time shows what is presumed to be Candyman himself from the back, his hook visible as he raises his arm. This time the message to the audience is trimmed down to, simply, “Say it”, assuming we all know what that means.

The director was interviewed about how she has moved from small independent films to this being the first of two major studio releases she’s helming.

TV and social advertising picked back up in the wake of the trailer with videos that continued using the shadow puppet motif to help explain the legend of the spirit that haunts Cabrini Green.

Anthony is trying to convince a reluctant Brianna to summon Candyman in the first clip, released in mid-August.

A profile of Abdul-Mateen identified him as one of the biggest rising stars of the moment thanks to high-profile roles in this movie and a number of others.

Peele and DaCosta talk about their fascination with urban legends – including this one – and their desire to tell a horror story from a Black perspective in a short featurette. Another focused on the real life artists who created the works that, in the movie, come from Abdul-Mateen’s character.

Those same artists are part of a #TellEveryone social impact initiative, details of which can be found on the movie’s website. That initiative included a focus on Black artists, the history and importance of Black horror stories (a subject that got its own featurette) and more. Downloadable lesson-planning materials are offered on that page along with information on where to dive deeper and support related programs.

Anyone brave enough to take the challenge to say Candyman’s name five times online unlocked an exclusive, creepy filter that added swarming bees to their selfies.

Abdul-Mateen and Parris were part of an exclusive video interview from AMC Theaters.

An exclusive Fandango clip expands on a scene glimpsed in the trailer, of a bunch of teenage girls making the mistake of summoning the killing spirit.

One last TV spot includes not just footage from the film but also comments from the cast and crew, who name aspects of the story and the urban legend behind it to demonstrate its power.

Parris discussed the film when she appeared on “Late Night.”

overall

One of the issues the campaign has frequently worked to overcome is that, because of Peele’s involvement, he sometimes overshadows DaCosta. But the featurettes and other elements make sure to include her as often as they do him to make sure she gets as much attention as she deserves as the film’s director.

Other than that, Universal and the filmmakers have taken pains to make sure that this is positioned as more than just another sequel to a classic horror film. Instead it’s touted as a cultural event, part of a long legacy of urban legend building as well as a reflection (if you’ll pardon the term) of society and the trauma it inflicts on Black citizens.

Despite that, your reaction to the marketing will likely be dependent on your taste for horror films in general. Some will work past their aversion because the campaign promises a deeper story while others will pass because it’s just not their genre of choice.

old – marketing recap

How Universal has sold the latest twist-heavy film from a singular director

old movie poster

Director M. Night Shyamalan, known for his intricately-structured slow reveals, returns with this week’s new release Old. Gael García Bernal stars as Guy, who’s vacationing with his wife Prisca (Vicky Krieps) and their two children. The family visits a secluded beach but soon discover they, as well as others already there, are mysteriously aging rapidly, with years going by in just minutes. With time running out, they look for ways to escape before it’s too late.

The marketing campaign has focused on explaining that premise, largely because hooking audiences to come see the twists in the last act is the primary value proposition for any film from Shyamalan. With middling reviews giving it a 60% Fresh on Rotten Tomatoes and projections for a $12-15 million opening weekend at the box-office, let’s take a look at some of the details.

The Posters

The first poster, released last September, hints at time being a major factor in the story by showing human beings falling through an hourglass like grains of sand. The “It’s only a matter of time” copy unnecessarily underlines that hint.

That theme is made even more explicit on the theatrical poster, released in May. This one shows a woman relaxing on the beach, her face hidden by her hat but her legs and arms visible. One side of her body, we see, is much more gaunt and aged than the other, further indicating to the audience that there’s some unnatural force at work in the story. A motion version came out at the same time.

The Dolby poster shows an aerial view of the beach, with some kind of shape visible in the lines formed by the waves and sand.

The Trailers

When the first trailer (23.2 million views on YouTube), released in May, begins, we see that some vacationing families decide to defy requests to not visit the beach near the resort they’re staying at. That choice has dramatic consequences when after a series of strange events they find they are aging years in just minutes and can’t escape, leading everyone to make some very difficult choices. It’s full of tension but not silly and works to create anticipation and wonder about what power is behind what’s happening.

Online and Social

You’ll find only the basic marketing content on the movie’s official website, including a photo gallery that has a handful of behind-the-scenes shots. There were also social media profiles for the movie.

Advertising and Promotions

Shyamalan announced the movie and debuted the first key art in September, 2020.

Shyamalan briefly spoke about the movie in early 2021 when he appeared on “The Tonight Show.”

The first look at the film came in a Super Bowl spot that aired in early February. Understandably, there’s not a whole lot of the story in that spot but it does have enough elements to hint at the kind of story audiences can expect.

After the first commercial debuted during the 2021 Super Bowl, the director appeared on Entertainment Weekly’s Instagram to discuss the movie.

While the movie didn’t screen there, did sit down for an interview at the 2021 Tribeca Festival.

Clips that hint at the mystery of what’s happening on the beach and the confusion of the characters began hitting in mid-July.

Shyamalan talked about the movie when he appeared on “Late Night” in July.

Clips like this started coming out earlier this month, but none offered much in the way of detail as to what the overall story was.

The second key art was used for outdoor ads like this as well as online ads that drove traffic to the official website where people could buy tickets.

A special movie-themed escape map was added to Fortnite where people had to collect needed resources and put together the clues to get out of that area.

Surprisingly, the cast talked about how this movie doesn’t rely on the typical Shyamalan twist at the film’s premiere earlier this week.

How Shyamalan worked with his daughter on the film was the subject of a short featurette released just before the movie came out. He also discussed how he doesn’t think he makes horror but something more akin to drama in this spot.

Another featurette, this one exclusive to Fandango MovieClips, has the cast and crew discussing the concept of time and how it relates to the movie. The director discussed how sound and other elements help create fear and uncertainty in a Dolby-exclusive video while he and the stars all appeared in a Regal Cinemas video.

Shyamalan discussed how this movie fits into his overall filmography and more in this interview. He also spoke more in this profile about what drives him creatively and what some of his film influences are and have been.

Overall

M. Night Shyamalan movies are always sold on the idea that the audience won’t believe what lies just beyond what they see in the trailers and this campaign doesn’t significantly deviate from that formula.

The concern with that approach is that it can hold so much back there’s little for the audience to actually comprehend. Put another way, there’s a minimum level of context needed for the audience to grasp the broad outlines of the story and why they should care about the characters.

Universal’s campaign for Old, in my opinion, *just* crosses that tipping point. That could mean that, whatever the merits of the movie itself, it may simply be too obscure a proposition to motivate people into making this choice. Not that the campaign isn’t well-executed from a technical standpoint – it is – but it’s right at the cusp of holding too much back to maintain the sense of mystery associated with the filmmaker.

2020’s Nine Most Intriguing Movie Campaigns

Even a dumpster fire can yield some interesting results.

If compiled, the articles, think-pieces and hot takes written between March and December of 2020 on the present and future of movies and theater-going would fill volumes rivaling the collected works of Marcel Proust, though they would be far easier to summarize.

A year unlike any other certainly proved even more disruptive to aspects of the film industry – production, distribution and exhibition alike – than anything like MoviePass or other threats once held to be dire could have dreamed. No one could have engineered a scenario where over 90 percent of the nation’s movie theaters would close for months at a time, studios would shut down filming on major motion pictures and so on ad infinitum because of a virus outbreak around the globe.

All of that, as well as the pivot by studios and media owners to streaming, upended, delayed or otherwise altered a great many movie marketing efforts. That doesn’t mean 2020 didn’t have plenty of interesting campaigns, though. It just means in some cases what made them “interesting” or otherwise notable was a little different than what would have qualified in prior years.

More than anything else, 2020 was a year of unexpected firsts. WarnerMedia finally launched HBO Max and offered a number of original films before announcing it would be home to its entire 2021 theatrical release slate. Disney rushed Onward over to Disney+ before later using it for titles like Hamilton and Soul that otherwise would have gone to theaters and for Mulan as a test for a new pricing model. Paramount sold off many of its titles to Netflix or Amazon. Apple released a handful of original features while trying to provide Apple TV+ with some momentum. Universal essentially reinvented and reinvigorated PVOD.

So, with all that said, these are some of the most intriguing movie marketing campaigns of a year for which “intriguing” is such an understatement as to almost be irresponsible.

Mank

Why It Made The Cut: Many campaigns for period films include some element or another meant to evoke the era the story takes place in. No movie takes that as far as Netflix’s Mank, where the whole campaign was designed to seem as if the film were being released in the late 1930s/early 1940s, just like Citizen Kane. Trailers were cut and narrated in the style of that period, posters were designed to look similar to the kinds of one-sheets seen then and more. It shows something unique can be created if the marketing team goes all-in on a concept.

Mulan

Why It Made The Cut: The campaigns for many movies that had their release plans changed dramatically saw subsequent alterations made to their marketing campaigns. Few were as innovative as Disney’s shift of Mulan. Not only was the film sent directly to Disney+ (as well as limited theaters), but the introduction of a “Premier Access” PVOD tier to that streaming platform set this one apart from the others. By all accounts this experiment was a success, one that may be replicated with other titles in the future. It also essentially set the stage for what Warner Bros. would wind up doing with HBO Max beginning with Wonder Woman 1984, though Disney remains committed to sending its Marvel Studios titles exclusively to theaters.

Yifei Liu GIF by Walt Disney Studios - Find & Share on GIPHY

The Assistant

Why It Made The Cut: Few films felt as timely as The Assistant, which came out at the same time Hollywood was dealing with not only the continued fallout of Harvey Weinstein’s fall from grace due to sexual harassment and assault but also the burgeoning protests by assistants in the industry over lack of adequate pays and other mistreatment. While other campaigns made big, flashy statements to audiences, this one played it so quiet and understated it sometimes fell off the radar, but kept coming back to show how powerful the story and performances were.

Birds of Prey

Why It Made The Cut: Before May of last year, Warner Bros. and DC Films seemed to be actively apologizing for the dark, dystopian tone (not to mention storytelling shortcomings) of earlier films from Zack Snyder and David Ayer. The campaign for Birds of Prey (And the Fantabulous Emancipation of One Harley Quinn) was part of that, presenting a new take on the best character to come out of Suicide Squad that freed Harley Quinn from the male gaze and other traps. In contrast to some of those earlier movies, this campaign was funny, bright and full of women taking their power back. It was also one of the last major fully-theatrical campaigns of the year before things got weird.

Harley Quinn Smile GIF by Birds Of Prey - Find & Share on GIPHY

The Invisible Man

Why It Made The Cut: Universal’s unsuccessful effort to launch its Dark Universe film franchise on the back of 2017’s The Mummy is legendary as a case study in corporate hubris. That made the campaign for The Invisible Man so notable as it not only looked like a powerful and compelling story in its own right but also was the first example of the studio’s new approach of making smaller movies driven by creative filmmakers, not the dictates of a shared cinematic universe.

Universal GIF by The Invisible Man - Find & Share on GIPHY

Trolls World Tour/Scoob!

Why It Made The Cut: These two kid-targeted movies were some of the earliest efforts by their respective studios into the burgeoning world of premium video-on-demand, an avenue theater owners had kept off-limits for a decade. Most notably, each represented early adoption of the studio-hosted watch party, encouraging fans to engage in a communal but remote viewing experience anchored by Twitter chats. While Trolls World Tour was a first-mover, Scoob! in particular went all-out for its watch party with downloadable party packs, recipes and other items for those at home to use as part of the event.

Zac Efron Animation GIF by SCOOB! - Find & Share on GIPHY

The New Mutants

Why It Made The Cut: The New Mutants is included here simply because it actually came out after years of delays, rumors of extensive reshoots and other issues. Not only was it finally released – after a campaign that shifted over time from a horror-centric push to one that was more of a conventional super hero message – but it came out theatrically instead of, as many expected, via streaming.

Angry X-Men GIF by 20th Century Studios - Find & Share on GIPHY

Tenet

Why It Made The Cut: With so many movies coming out on PVOD or streaming, Tenet’s theatrical release is a bright shining example of a powerful stakeholder intentionally not reading the room. The film’s massively disappointing box-office performance shows there was no audience in September willing to brave theater-going in sufficient numbers, a lesson so well-learned by Warner Bros. it’s cited as being a major reason for the studio’s decision to send #WW84 and eventually all its 2021 releases to HBO Max. It would rather anger directors, agents, production partners and others than go through that again, and with good reason.

Coming Robert Pattinson GIF by Regal - Find & Share on GIPHY

The Happiest Season

Why It Made The Cut: Few films of late have tried so hard – and to a great extent so successfully – to redefine an entire genre as The Happiest Season. Its holiday-centric campaign was perfectly in keeping with the movie’s story, and the emphasis on providing a new take on the Christmas movie category was felt throughout the marketing by Hulu.

Christmas GIF by HULU - Find & Share on GIPHY

HONORABLE MENTION – Emma

Just for this GIF.

News of the World – Marketing Recap

How Universal has sold a period drama about the power of news.

Tom Hanks stars in News of the World, the latest film from writer/director Paul Greengrass. Hanks plays Captain Jefferson Kyle Kidd, a retired soldier who now travels across America’s 19th century western frontier telling settlers and others stories from the rest of the country and the world. While in Texas, Kidd encounters Johanna (Helena Zengel), a young white girl who has been raised by a Kiowa tribe and is now being returned to her remaining family. The two encounter all the dangers the rural west has to offer as they try together to make it to their destination.

First reactions started coming out a few weeks ago, mostly positive, and the movie currently sits at a very good 86% Fresh on Rotten Tomatoes. Universal’s campaign for the film has been as serious and dramatic as you would imagine given both the subject matter and those behind and in front of the camera. Let’s take a look.

The Posters

Capt. Kidd and Johanna both stare off into the middle distance with the cloudy frontier sky behind them on the poster (by marketing agency BOND), released in October. It’s a simple but effective image that shows off the main selling points of the film, particularly Hanks in a dramatic role. The “Find where you belong” copy is a little vague but is likely intended to communicate the journeying elements of the story.

The Trailers

The first full trailer (9.4 million views on YouTube) was released in late October, introducing us to Capt. Kidd as someone who visits remote towns to share news from elsewhere in the country. In that capacity he meets a young woman who has been raised by Native Americans after her white family was killed. But keeping her safe will be difficult given not only his own unfamiliarity with children but also the robbers and other bad people who were plentiful in the American West at the time.

Online and Social

You’ll find the basic marketing content on the movie’s official website, including the trailer, synopsis and more.

Advertising and Cross-Promotions

The first footage from the film came in a TV spot released in early October. That footage shows Kidd and Jane setting out on their journey, including some of the dangers and problems they’ll face along the way.

A short featurette with Hanks talking about the story of the film and the arc of his character was released later that month, just after the first trailer came out. AMC Theaters had another exclusive featurette that touched on the political and social climate the movie’s story takes place in.

An exclusive clip was given to MovieClips.

Short videos like this were used as pre-roll and on social media.

Media and Publicity

While it wasn’t the first press for the movie, the news that it was among the first titles to be set loose by Fox in the wake of its acquisition by Disney was noted by many. Universal was the savior who likely rescued it from oblivion, eventually setting a Christmas 2020 release date.

Vanity Fair debuted the first stills from the movie in October along with some quotes from Hanks and Greengrass.

A profile of Zengel included comments from Greengrass along with her talking about getting the role and working on set with Hanks, who appeared on “The Late Show” last week.

Overall

I want to feel like this campaign was effective, mostly because I’m intrigued by the story and a fan of all involved in making the film. But the marketing seems like it could have happened in any year – particularly during awards season – and there’s little here that offers a sense of urgency or immediacy to what’s being presented.

What I mean is that here at the end of The Year of Our Lord 2020, we’ve all been through some stuff. So the story of the film, that Capt. Kidd is hoping to make something of himself and create an informed and entertained citizenry in the wake of a divisive and deadly conflict is more than a little timely. Hitting that element of the story could have made a stronger impact instead of seeming like a potential awards contender from any year.

That’s not to say it’s a bad marketing push, just that it could have been recalibrated to be a bit more relevant to the moment it’s being released in.

Picking Up The Spare

Greengrass was interviewed about working with Hanks again and more here

More clips like this continued to come out post-release. 

There were more interviews with cinematographer Dariusz Wolski, composer James Newton Howard and costar Zengel.

King of Staten Island – Marketing Recap

How Universal is selling a personal story from an “SNL” cast member.

king of staten island poster

Pete Davidson is…an acquired taste. He has as many detractors as he does fans and has come under considered criticism for a number of choices made in his past. Still, by all regards he remains popular, at least enough to remain on “Saturday Night Live” for a number of years as a prominent cast member.

Now he is working to expand even further into feature films with The King of Staten Island, not only starring in the film but also writing it. Davidson plays Scott, a slightly fictionalized version of himself. Scott suffers from a kind of arrested development, showing no drive to grow and move out of his mother’s Long Island basement. Part of Scott’s ennui comes from losing his firefighter father nearly 20 years ago, just as Davidson lost his own on 9/11/20. When his mother Margie (Marisa Tomei) begins dating another firefighter (Bill Burr), Scott finds the status quo challenged but also an opportunity to finally grow as a person in unexpected ways.

Universal’s campaign has leaned into Davidson’s established public persona while also asking audiences to question what it is they actually know about him as well as relying on the popularity of director Judd Apatow, who also helped Davidson as a writer.

The Posters

Scott stands atop his car with all the unearned confidence of your average white 20-something on the first and only poster (by marketing agency P+A), released in late April. The tattoos that cover his torso speak to Scott’s only occupation as a tattoo artist while the scene shown in the background establish the suburban setting, though it doesn’t get more specific than that. The biggest call to action appears at the top, which displays Apatow’s name and previous films prominently, indicating Universal thinks his involvement is a major draw for audiences to latch on to.

The Trailers

The first trailer (6 million views on YouTube) came out in early May and introduces us to Scott, a grown man who still lives with his mother and has successfully avoided responsibility his whole life, in part because he hasn’t moved past his firefighter father dying almost 20 years ago. It’s clear Scott is a fun guy to hang out and get high with, but not much more than that. When he has to begin caring for the children of his mom’s new boyfriend, he starts to grow up a bit and get his life in order.

Online and Social

In addition to the basic information and material about the movie, the official website has a section devoted to “Critical Acclaim” where visitors can get a sense of the positive reviews the film has already accumulated, all the way back to its festival screenings. The focus of the site, and what’s found on the front page, is offering a variety of ways for people to download the film on-demand since that is its new distribution method.

Advertising and Promotions

After accumulating quite a bit of buzz in advance, the movie’s public debut was scheduled for the 2020 SXSW Film Festival, but that was spiked when the festival was canceled because of the Covid-19 outbreak. It was later scheduled for the Tribeca Film Festival.

In late April the decision was made to pull the movie from the theatrical release schedule and push it over to Premium VOD, just as Universal was doing with a number of other titles. That announcement was accompanied by a staged video call between Apatow and Davidson. Another call, mostly about drugs, followed a little bit after that.

A featurette released in early May featured members of Davidson’s real life family as well as those in the cast and Apatow talking about the origins of the story, how the star examined his real issues and more.

About the same time a clip came out with Scott’s sister encouraging him to be nice to their mother.

A few days ago another staged call came out, this one with Davidson and Burr talking about the imminent on-demand release of the film.

The story and characters are condensed down to their major elements in a TV spot that introduces us to Scott and the world around him but skips touching on some of the struggles he faces.

Media and Press

Shortly after the first trailer debuted both Apatow and Davidson appeared on “The Tonight Show” to talk about the movie and how some of Davidson’s “SNL” castmates helped play a role in making it happen.

In the last week or so there’s been significant activity on the press front. Davidson appeared on “CBS Sunday Morning” to talk about the real-life parallels in the movie and on “Kimmel” to make a bunch of jokes and talk about the story.

Additional appearances were made by Bel Powley, who plays Scott’s casual girlfriend, on “Late Night” and Apatow on “The Late Show.”

An interview with Apatow had him going in-depth on his working relationship with Davidson and how he helped the actor create a narrative out of his experiences. Burr also shared his experiences on the set and what it was like working with Davidson.

Both Apatow and Davidson were interviewed on NPR about their collaboration, which was also the subject of an NYT feature. Costume designer Sarah Mae Burton discussed her process in creating a visual look for Scott and other characters that seemed everyday without overtly reminding audiences of the actor wearing the clothes. Apatow was also interviewed with his daughter Maude, who plays Scott’s sister and has appeared in many of her father’s films along with others.

Entertainment Weekly hosted a video roundtable interview with Apatow and most of the cast to talk about making the film and what it meant to them.

Overall

In the interest of full-disclosure, my tolerance for Davidson is generally fairly low. I fall into the camp that feels he’s not nearly as funny as he thinks he is, making his popularity somewhat perplexing to me.

Unfortunately there’s not much in this campaign that dissuades me from this feeling. The press work he and Apatow have done tries to iron out some of those wrinkles, but it’s not enough to change my mind, and my guess is I’m not the only one. Even Apatow’s involvement isn’t enough to significantly pique my interest.

That being said, Universal’s campaign isn’t bad and works with the strengths it has and, admittedly, Davidson has a substantial fanbase. So offering a movie featuring a slightly askew version of the star working through some personal issues probably has a good amount of appeal for many people. But given the personalities involved, your mileage will almost certainly vary.

Picking Up the Spare

Maude Apatow was interviewed about the movie and making her own way in an industry where her father is a dominant force. 

There were further talk show appearances by Davidson, Burr and Apatow the elder. 

An exclusive preview was shown on HBO. 
A number of new featurettes have been released, covering Davidson’s connections to much of the rest of the cast, a look at how heroes make for good stories and the involvement of Davidson’s grandfather.

Universal Trolls Theaters, Theaters Demand Tax Be Paid

The future is in play, right now.

Over the last week or so there has been an escalating war of words between Universal Pictures and a handful of theater chains? The object of their disagreement is just what role each party has to play in the continued business model of the other.

The inciting incident in this particular fracas, the equivalent of Archduke Franz Ferdinand being assassinated, was the release of Trolls World Tour a few weeks ago. Universal made the unusual – even unprecedented – decision to release it straight to premium VOD early last month because all the theaters were closed, a result of precautions taken in the midst of the Covid-19 pandemic still sweeping across the nation and world. Not wanting to lose the momentum of the marketing campaign that had already been running with a delay, the studio opted instead to break ground it and others have been eyeing for a while.

Before the release, NATO made it clear theater owners would hold a very large grudge for a very long time against Universal for making such a move. There wasn’t much that could be done to stop the wheels that had been put in motion at the time, but it was apparently necessary to make public statements like this in order to communicate the displeasure of NATO’s members at having been called, essentially, irrelevant.

Since then it has called out the success of this strategy, touting positive sales numbers for a digital release and appeared in the Top 10 titles on Amazon Prime when it was first available.

More recently it’s gotten very awkward. Here’s a short recap:

Universal: This has turned out very well, to the tune of about $100 million.

NATO: Shut up! People love the theatrical experience.

AMC: We’re so put out by this we’re refusing to play any Universal movies in the future after theaters reopen.

Regal Cinemas: Same, and every other studio needs to make sure it doesn’t even think about shortening the theatrical-to-video window.

Universal: We intend to make premium VOD something we consider regularly along with theatrical release.

Today it made good on that promise, announcing The High Note would no longer be getting a theatrical run but would instead be going to premium VOD later this month.

As Julie Alexander pointed out on Twitter, there’s a lot of context that has to be considered among all this rhetoric. Namely, that studios have wanted to experiment with premium VOD for a decade or so, but theaters have always pushed back, using their power to draw mass audiences as leverage. But, as other people have said, their refusal to even allow that experimentation or be part of the solution means they have effectively locked themselves out of conversations they could be benefitting from right now. And the leverage they once had has diminished as ticket sales – which is different from ticket revenue – declines year to year. Theaters are in a much worse negotiation position than they were a decade ago.

Universal was first through the door and as such seems to be drawing the bulk of the fire from opponents of this new tactic. Warner Bros. isn’t too far behind, though, as it announced last month its animated Scoob! will skip theaters as well. And Disney is going one further by pulling Artemis Fowl from theaters and putting it on Disney+ in June.

Some have argued that the Great Recession didn’t kill theaters even though VOD was a viable option at the time. That’s true, but streaming wasn’t nearly the powerhouse it is today, and it certainly wasn’t the case that each company had its own platform it was working overtime to monetize and turn into a Netflix-killer.

In other words, the landscape today is very different, and the closure of movie theaters may be an even more drastic moment that was originally foreseen. Studios may finally realize that theatrical release is optional, not necessary, especially for films that don’t seem to care much potential for awards consideration.

What will be interesting to watch is how, if at all, the marketing changes for these direct-to-VOD releases. Will they have the same level of promotional partnerships as their theatrical cousins? Will they receive similar advertising spending and media planning? Trolls was an aberration in that the campaign was already so far along, but we could see outside companies pull their support if they know the movie isn’t going to theaters. Or deals could change to become more contingent on what release a movie is ultimately given and how it succeeds. In other words, it could become much more like the entire rest of the advertising world, where results are what matter.

Theaters are likely past the point where they can significantly alter the future of how studios will approach their release strategy. The bluster that’s been going back and forth in the press is more about negotiating upcoming contracts than anything else, as it’s not quite plausible a massive chain would outright refuse to play films from a studio like Universal. But AMC had to say something in order to assure stakeholders – including the banks holding the company’s massive debt load – it wasn’t going gently into that good night.

No one, least of all myself, wants to see theaters disappear. But they have gone from the only game in town to the best game in town to merely one of the games in town, with its own set of advantages and disadvantages. The label “direct to video” no longer carries the derogatory connotations it once did, largely because of the investments made by studios into quality material.

While there are a number of unknowns still floating out there, what seems to be clear is that this isn’t the end. Studios can’t keep punting releases down the calendar indefinitely, as eventually there will be too much backlog for theaters to handle. And those releases will be so tightly packed the studios will be tripping over their own feet. More premium VOD titles will be announced, and the theater chains will fall farther behind the times as audiences become more used to this kind of offering.

The future, in other words, will not wait for anyone to catch up with the present.

Trolls World Tour – Marketing Recap

How Universal is upending the distribution game while selling its animated sequel.

trolls poster 4

In any other year, the release of Trolls World Tour would be (let’s be honest) only somewhat notable. The first movie was a solid hit, grossing $153 domestically and $346 million worldwide, and that insufferable song was everywhere, but if we were still living in the normal world it would largely be drowned out by Black Widow, Mulan and a few other releases.

This is not, of course, the normal world. Instead of releasing the movie in theaters among a host of others, Universal is sending the movie straight to video on demand while most all other releases have been pushed later in the year because all the theaters are closed.

That being said, the story of the movie is pretty standard fare for a sequel, seeking to create familiarity while at the same time expanding the world significantly. Anna Kendrick and Justin Timberlake return to voice Poppy and Branch, respectively, two music-loving trolls. They discover theirs is just one of many troll tribes, each one centered around a different style of music. Their world is threatened when Queen Barb (Rachel Bloom) seeks to assemble an instrument that would wipe out all other kinds of music, and it’s up to Poppy and Branch to stop her.

With such an unusual – and slightly controversial – release plan in place, you might think the marketing from Universal would have undergone a big shift. Quite the contrary, the campaign has remained largely the same, still selling a bright musical adventure with tunes meant to get stuck in your head for months.

The Posters

The initial poster (by marketing agency BLT Communications) is very much a branded announcement one-sheet, showing Poppy wearing a tie dye shirt and sporting a concert badge showing the movie’s title treatment on a lanyard around her neck. It’s bright and colorful, meant to reestablish the brand for the audience.

A series of 21 posters showing hands of various colors raised in a familiar rock-centric configuration was released at about the same time the movie was announced on Universal’s schedule in June of last year.

In November what was more or less the theatrical poster (by marketing agency Leroy and Rose) came out, with many of the primary characters from the various tribes clutching a single guitar.

Another poster series were released in December (by Empire Design) showing the characters dancing and jumping in front of bright and sparkly backgrounds.

In January another singular one-sheet came out pitching this as “The happiest movie ever!” which is quite a claim to make.

A few other small sets of posters featuring some of the minor characters came out over the course of this year as well.

The Trailers

Poppy’s gentle rendition of “Sounds of Silence” is interrupted by blaring guitars as the first trailer (23 million views on YouTube) opens. It turns out there are other trolls, each with their own type of music. Uniting all six strings will destroy all except rock (of course) so it’s up to Poppy and the others to travel around and stop those who are trying to do just that.

In November the second trailer (11.7 million views on YouTube) came out, opening with a DJ dance party being rudely interrupted by the Hard Rock Trolls. Finding the queen of that clan is out to remove the music from all the other trolls, Poppy and Branch set out to stop her, discovering what makes all the other kinds of music the various troll factions represent special.

The third trailer (41 million views on YouTube) from March sells the same basic idea, showing off a few more of the musical sequences and other gags, most of which are based around songs.

Online and Social

The official website for the movie is fairly standard, with basic information and content available. Notable, though, is that instead of a prompt to buy tickets as would be found on most sites this one features a “Where To Watch” button offering the various VOD stores it’s available on.

Advertising and Cross-Promotions

Early footage from the movie was included in Universal’s CineEurope pitch to exhibitors in mid-June of last year, acting as the official announcement the movie was in production.

Just like with the original, music once again played a major role in the marketing of the movie. Timberlake released “The Other Side” with SZA in late February, with a lyric video for the song showing footage from the film coming out shortly after that. In early March a lyric video for “Don’t Slack,” Timberlake’s collaboration with Anderson.Paak, was released. An official video for the song starring Kendrick along with Paak and Timberlake came out in early April, just before the movie was released.

A Giphy-powered sticker pack was available for Instagram users to add to their Stories.

When the Covic-19 pandemic caused most every theater to close, Universal pivoted by announcing it would release the new movie directly to VOD on the day it was scheduled to hit theaters. That caused a number of tidal waves to emerge in the industry, with exhibitors – through NATO – essentially saying this is a grudge they intend to hold on to tightly, especially since every other movie from Universal and other studios had simply been delayed, not pulled from theaters completely.

For some reason, a 10-hour looping video of Smooth Jazz Chazz (Kenny G) was released, maybe to calm everyone’s nerves. That was followed by a video of the cast performing “Just Sing” from the soundtrack.

Because everyone who was newly working from home was using Zoom to participate in video meetings, Universal put out some movie-themed backgrounds that could be uploaded as custom backgrounds for those Zoom calls.

The K-Pop and Reggaeton clans engaged in a dance battle in a clip given exclusively to Fandango’s MovieClips.

Last week a new clip of the Trolls singing a medley of pop hits from the last ~20 years came out, with the stars talking about their characters and the story at the end. Kendrick and Bloom were also joined by a couple young fans to engage in a whisper challenge.

Sponsorships on Pandora and Spotify gave users access to character-themed channels and playlists, each with appropriate musical genre for that character.

Promotional partners for the movie included:

China Glaze, which introduced a line of movie-themed nail polish that were available on their own or in various packages.

trolls world tour china glaze

General Mills, which put movie-branding on a selection of of cereals, yogurts and more, prompting consumers to scan a QR code on those packages to unlock an exclusive movie clip.

trolls world tour general mills

Oreo, which put characters from the movie on packages and gave people early access to the “Just Sing” video. There was also an AR experience that could be unlocked.

Lays, which put out movie-branded bags of Poppables and also ran a sweepstakes whose prize is unclear.

trolls world tour lays

Punky Color, which put out a line of movie-inspired hair color products.

McDonald’s, which is putting movie toys in Happy Meal boxes this week.

trolls world tour mcdonalds

Media and Publicity

There has been, oddly, no discernable press activity for the film, save for one video interview of Timberlake by “SNL” buddy Jimmy Fallon. That may be from some combination of the following real or hypothetical factors:

  • Concern that active promotion by talent would further irritate NATO and its members, souring relations between them and the studios even further.
  • The almost complete stoppage of the late night talk shows in recent weeks, though other celebrities have been able to make it work.
  • No ability to run large-scale events like premieres and other parties.

My guess is it’s a little bit of everything. There’s nothing substantive stopping stars from doing phone or video interviews with the media, so between logistics and business considerations the reality is there’s been almost nothing on this front.

Overall

What I can’t really get over is how NATO’s full-on meltdown over Universal’s plans for the movie are so out of proportion for what it is. There wasn’t time to get tracking information on the movie before society crumbled, but it would have been unlikely given the competition it was meant to face that it would have been a massive box office smash.

So I’m left believing that NATO et al simply wanted to use this release as an opportunity to place a stake in the ground, registering their opinion on a VOD strategy they’ve been trying to fend off for a decade. Universal moving first in this direction allowed the group to take a hard stance on the matter without honking off a more powerful studio, a theory bolstered by the stunning absence of confrontational “we won’t forget this!” statement directed at Disney following the news it will bring Artemis Fowl direct to Disney+ later this year.

All of that aside, the campaign here is alright. It’s a big, bright, annoying movie being sold in exactly that manner. The most interesting part of the push is the release strategy, but with no apparent pivot because of that change, it’s not even something that changes the way it’s received or who it’s targeted at.

Picking Up the Spare

Via Adweek, Universal  offered  a Snapchat AR lens that let people turn themselves into one of the movie’s characters. 

Kendrick and Timberlake  participated  in a video chat with hospital patients, an event coordinated by “Today.” 

A number of new featurettes, all of which are of course  very   music centric , have been released in the last few weeks. 
Kendrick made a virtual  appearance  on “The Tonight Show” to chat with host Jimmy Fallon.

Abbott and Costello Meet Frankenstein – Flashback Movie Marketing

abbott costello meet frankenstein posterIt’s been a bit over three years since Universal put a stake in the studio’s Dark Universe, an ambitious project announced in the buildup to the release of The Mummy starring Tom Cruise. So confident was Universal in the prospects of that movie, which costarred Russell Crowe as Dr. Jekyll/Mr. Hyde, the leader of a shadowy group of supernatural investigators and enforcers, that it cast Javier Bardem and Johnny Deep in addition to Cruise, Crowe and Sofia Boutella.

Universal has tried a few times in the last several years to get a franchise based on its classic monsters up and running. The recent news that director Paul Feig would be taking on an original concept called Dark Army and the recent Invisible Man shows there’s life in the idea, but it may not be the “shared universe” that has long been envisioned.

That’s not quite true, though. 72 years ago Universal Studios had all of their biggest monsters appear together in a single motion picture, showing that in some manner they all existed in the same universe. The landmark movie in question is the cinematic classic Abbott and Costello Meet Frankenstein.

Comedy + Horror

By the time 1948 came around, Bud Abbott and Lou Costello had been working together for a dozen years, first in stage shows, then on radio and then on television. In 1941 they made the transition to films, with Universal signing the pair to a deal that resulted in two to four movies released each year until 1950. Meet Frankenstein, then, stands as their 21st feature inside of just seven years.

With the stars playing a pair of railroad baggage clerks – Chick Young (Abbott) and Wilbur Grey (Costello) – who are pulled into a situation where Lawrence Talbot (Lon Chaney Jr.) is trying to stop the delivery of boxes to a museum. When the two damage the crates, they are enlisted to complete the delivery themselves, eventually discovering it was Dracula (Bela Lugosi) and Frankenstein’s Monster (Glenn Strange) being transported. Talbot is revealed to be a werewolf, and it’s up to Chick and Wilbur to survive while trying to stop the monsters from being loosed on the city.

Dracula, Frankenstein’s Monster and the Wolfman are, of course, all characters that had become standards in Universal’s classic monster lineup reaching back to the 1920s. The studio, then, saw a chance to revive the Abbott and Costello team whose luster was beginning to wear off with a host of characters that were also nearing the end of their shelf lives. On the latter point, the appeal is heightened given Chaney Jr. and Lugosi both reprise their roles.

Selling the Movie

“It’s a grand new idea for fun!” the audience is told on the primary one sheet. Dracula, The Monster and Wolfman are chasing Chick and Wilbur as they all run away from a decrepit and spooky looking house. While everyone’s bodies are shown with the same painted look, their faces are actual photos superimposed on the image, a common tactic at the time. It’s a fun painting that puts the title in the white (actually yellow) space around which the characters are running.

A number of lobby cards were sent out by Universal to show off stills from the movie and increase its appeal among the audience. One set features painted-in colors shows one of the primary monsters each. Notably, it’s only Wilbur (Costello) of the comedic stars that appears on this set, either unaware of the threat looming around him or in the thrall of a monster. There’s also one that has Wilbur attempting to woo Dr. Sandra Mornay (Lenore Aubert). Others rearrange the elements from the poster to emphasize the monsters.

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All of those that contain film stills are framed on the left by a strip showing Chick and Wilbur at the bottom urging the audience to keep quiet, the monsters placed above them as looming dangers.

As is often the case with trailers from this era, this one features lots of corny puns and phrases as on-screen text amidst scenes from the movie. “Jeepers! The creepers are after somebody” and “The laughs are monstrous” are two examples of the wordplay being used here. Abbott and Costello are billed as “the nation’s top comics” as we get the gist of the plot, with them encountering the various monsters and getting into assorted hijinks as they seek to escape the dangers lurking around every corner.

Before their partnership dissolved and their film career ended, Abbott and Costello would go on to “Meet” more monsters like The Invisible Man and others, but this stands as one of the greatest of their output, perhaps the last great one they would release.

The idea of a shared universe isn’t in and of itself problematic and can be pulled off successfully, but you have to have an idea around it that’s more than just “a way to make a bunch of money.” It has to be clever and entertaining, as this movie illustrates.

The Hunt – Marketing Recap

How Universal is selling a movie with a metric ton of societal baggage attached.

the hunt poster 2There is a lot to say about The Hunt, and a lot that has already been said, including by me. The situation is this:

When a pair of mass shooting incidents happened in less than 24 hours in early August, ESPN pulled ads for the movie from its network citing fears they would be seen as insensitive. That was followed shortly by Universal pausing the entire ad campaign it had begun executing in support of the movie. Just a couple days later the studio took the movie off its release schedule entirely, something the producer and director had some thoughts on, basically that they hope the film would come out at some point, that the story was intended as satire and so on.

So what’s the movie actually about? Betty Gilpin plays Crystal, a woman who, along with several others, wakes up somewhere she doesn’t recognize among people she doesn’t know. What seems disturbing takes a turn for the terrifying when it turns out they are being hunted by other people, elites who kidnap individuals at society’s edges for just this purpose. They try to not only survive but fight back and exact some justice on those who are using them as playthings.

It seems like a decent premise for a societal satire with horror elements, but as the above shows it quickly became seen as an attack on MAGA-types. Hence the drummed-up controversy.

Now that it’s about to hit theaters, tracking estimates a $10 million opening weekend, which isn’t bad given the genre it exists in, even if it shows all that additional earned media and other conversation didn’t translate into increased interest. Still, early reviews have been mostly positive, especially for Gilpin’s performance.

The Posters

Last July brought the release of the first poster (by marketing agency LA), which is designed like a warning sign that’s been posted at the edge of a property. It tells any visitors that hunting season is now open, but that only designated people may be hunted. That’s a twist on the usual message that hunters are the ones requiring licensing or designation.

After the pause in the marketing was lifted, a new poster tells audiences “The most talked about movie of the year is one that no one’s actually seen.” That’s a nice nod to how the controversy around it was sparked by a thin slice of the marketing and an even thinner slice of the actual film. Also nodding in that direction is that the original release date is crossed out and a new one added. Some of the more vitriolic responses to that controversy are plastered around the edge of the poster, a pig at the bottom for…reasons.

The Trailers

The first teaser trailer (since taken down) is actually presented like a commercial for The Manor, where the story and action take place. We hear pleasant narration about how The Manor offers a unique hunting experience, only to see at the very end that experience entails hunting human beings.

Late July brought the first real trailer. It opens as Crystal walks into a general store to ask for help but winds up shooting the proprietors, who were about to kill her. Turns out everything here is a lie, that she and a group of others are being hunted by members of the 1% who pay for the privilege. Crystal keeps surviving even as others are picked off, with the trailer ending on a confrontation between her and Athena, the woman who dreamed up this idea as a way to exert the dominance of the wealthy.

Both of those trailers were taken down from studio channels in August, when the movie was pulled from Universal’s schedule.

The movie is billed as “the most talked about movie of the year” in the trailer (14.8 million views on YouTube) that came out in February, when a new release date was announced. That spot opens with Crystal and the others joining together and arming up to defend themselves against the “liberal elites” that are hunting them for sport. It becomes more apparent as the trailer goes on, though, that the situation may not be what everyone assumes, with Athena saying “It wasn’t real!” and “We were joking” at various times. What is clear is that the story is a satire of social identity, one that likely has a twist not conveyed here.

Online and Social

For a movie this outlandish it’s surprising more isn’t done on the official website. There isn’t even any additional recognition of or attempts to have fun with the delays and other topics, which is a shame.

Advertising and Promotions

In mid-February Universal announced the movie was back on and revealed a release date along with new marketing materials. In that announcement, Lindelof rightly points out that massive assumptions were being made about the movie based on less than five minutes of footage and a vague story description.

Some online advertising has been done, and spots like this have been used as pre-roll and social media ads as well as TV commercials, boiling the story down to its basic elements.

Media and Publicity

The press portion of the campaign never had a chance to get started in 2019 before things went off the rails and the movie was pulled from Universal’s schedule. As the new release date was being announced it started up (in part because of the small window before release). Interviews with Blum and Lindelof had them venting their frustration over the movie being judged without being seen and how they didn’t feel there was much that was controversial about the story.

Another interview with Blum allowed him to share his belief this could be just as big a cultural impact as Get Out was a couple years ago. Zobel shared his relief that the movie was finally coming out in a profile that recapped the developments over the last several months and vented his frustrations at all the twists and turns that have occurred.

Overall

Much like the recent Sonic marketing, you can’t judge the campaign along traditional standards given not only how Universal stopped things entirely for several months but that the controversy around the movie has shaded the lens it’s viewed through.

In that way those, like Trump, who vented about a movie they hadn’t seen and had little information on achieved a level of success. They made it impossible to discuss the film or its marketing without acknowledging on some level their arguments and therefore lending them an air of legitimacy.

While Phase 1 of the campaign was interesting – selling the movie well as a class-based comedic satire – Phase 2 was more about playing along with the joke and acknowledging the reality of the situation. That works just as much as it doesn’t, sometimes coming off as too clever by half.

A case could be made that the revived campaign would have been a bit stronger if it had simply ignored the trolls and made its case, continuing the path started in the first wave of marketing. As it is it’s fine and still sells an intriguing film, but one that shows a bit of rust around the edges.

Picking Up The Spare

Additional interviews after the movie hit theaters including Gilpin on finally being given an action role, Zobel on the unintended parallels between the story and its temporary cancelation and Lindelof on how certain individuals drastically misinterpreted the themes of the movie.

There were even more profiles of Gilpin that called out her performance in the movie and her new action-oriented identity.

Another interview with Zobel allows him to explain more clearly how not actively engaging with trolls was a deliberate choice to not enflame the situation unnecessarily.