the matrix resurrections – marketing recap

How Warner Bros. has sold an unexpected sequel

The Matrix Resurrections movie poster
The Matrix Resurrections movie poster

1999’s The Matrix was, of course, a massive success and a groundbreaking shift in the idea of what science fiction on film could look like and, even more importantly, *be* like. After two subsequent sequels (which are better than conventional wisdom in the early 00s held them to be) the series seemed to be done, with The Wachowski Sisters moving on to other projects.

Now it’s back with The Matrix Resurrections. Lana Wachowski directs, with Keanu Reeves returning as Neo and Carrie-Anne Moss back as Trinity.

The story picks up 20 years after The Matrix Revolutions, with Neo living in what seems to be the real world under the name Thomas Anderson, working a job and occasionally seeing things he thinks are odd or unusual. He also meets Tiffany, the “real world” version of Trinity, someone he can’t help but think he has some kind of connection to. Eventually Thomas meets a new version of Morpheus (Yahya Abdul-Mateen II), who gives him a red pill that once more opens his mind to the reality that is a new, more aggressive Matrix, with Neo and Trinity again going to war against the machines.

Neil Patrick Harris, Jessica Henwick, Jonathan Groff, Jada Pinkett Smith and others also star as those either fighting against or with the pair.

announcement and casting

The announcement of the fourth movie in August, 2019 came after a year or so of conversation about what plans Warner Bros. might have for the property. Speculation had included prequels or sequels that would go beyond the story of Neo, Trinity and the others and often didn’t include the involvement of the original creators. So when WB let it drop that most, if not all, the excitement was palpable.

The movie was one of many to have its production put on hiatus because of the Covid-19 outbreak, with the release date pushed from its original March, 2020 to April of 2021. It was later moved back to December, 2021.

In mid-2020 Ross and others were interviewed about their reactions to the project happening, what they were most looking forward to about the film and more. Harris and Reeves both commented on the story over the course of the year, as did Moss and others.

One of the first, albeit very brief, looks at the movie came via an HBO Max promo touting the same day theatrical/streaming availability of WB’s 2021 lineup.

Abdul-Mateen II talked about joining the franchise and what it was like to film the movie in an interview that covered a number of projects the actor is involved in.

down the rabbit hole: the marketing campaign begins

This past August marked the first steps toward a formal marketing campaign when Warner Bros. brought footage from the film to exhibitors and other attendees of CinemaCon.

That really kicked off in early September when a video teasing the arrival of the first trailer was released. Also in that video was the https://www.whatisthematrix.com URL where visitors could get a brief look at the first footage from the new film, with different experiences for those selecting red or blue pills.

When the first trailer (41m YouTube views) finally did come out it hinted at a very different continuation of the series than people might have imagined. Neo – now living in The Matrix under the name Thomas and with no memory of what’s come before – is having dreams of things he knows couldn’t have happened but is otherwise living his life. Even meeting Trinity, also suffering amnesia, doesn’t trigger anything in his mind. Things start to change when he goes off his meds (which just happen to be blue pills) and is then offered a red pill by Morpheus. So Neo has to go through the process of discovery all over again, followed by lots of visually impressive fights and other challenges he and the others have to navigate and overcome.

Later that month it was announced the movie’s premiere would take place in San Francisco.

A featurette released in early October had this movie’s cast and crew reminiscing about the first movie in particular and its legacy on their lives specifically and the overall culture more generally.

The first poster came out in late October and, like the teaser videos and other images released earlier, it focuses exclusively on the red and blue pills sitting side by side, waiting for someone to choose one or the other. Intriguingly the copy at the top reads “Now, based on real events.”

In an interview later that month Abdul-Mateen II confirmed he was playing Morpheus, albeit a different version of the character than what we’ve seen before.

United Masters launched a contest where songwriters could submit their original compositions for the chance to win $15,000 and a chance to have that song featured in the movie’s promotional and marketing campaign.

The five primary characters are arranged on the theatrical poster, released in mid-November. Neo and Trinity are dressed in familiar outfits while the other characters each get something that fits with the story as well as their role and personality, all in front of the green code that symbolizes the Matrix.

Some of the biggest moments from the trailer and more are pulled into the first of several TV spots that kicked off that part of the campaign.

Warner Bros. partnered with Niftys.com to create 100,000 NFTs inspired by the movie people could buy with the option later to keep the NFTs as they are or choose to have them transformed, with more such opportunities coming later as well.

Each of the main characters got their own poster as part of a series of one sheets that came out in late November.

One of many profiles of Reeves focused on his zen, chill approach to the acting gig he’s been in for decades as well as this movie in particular.

IMAX announced that, for the first time ever, the original film would be screened in the large format for two nights in early December, part of a move to not only bring audiences back to theaters but also of course set the stage and build anticipation for this new installment.

Short videos continued to come out regularly offering recut versions of what we’d already seen along with tantalizing glimpses of new footage that usually generated more questions than were answered.

A few new photos and comments from Henwick, Wachowski and others were included in an EW cover story focusing on the reunion of Moss and Reeves and how they quickly fell back into the easy connection and chemistry they’d developed over the filming of the first three movies.

your mind makes it real: the marketing campaign continues

Moving into December there was another interview with/profile of Abdul-Mateen II where he talked about putting his own spin on the character of Morpheus.

The “glitch in The Matrix” concept introduced in the first movie is used in an extended TV spot as a way to highlight how things have changed but are still familiar over the years.

The American Red Cross ran a sweepstakes offering the chance to win a private hometown screening of the movie to those who came in to donate blood in advance of the holiday season.

“I remember this,” Neo says in the opening moments of the second trailer (12.8m YouTube views). From there we see what’s new through the lens of what’s come before, whether it’s Neo and Trinity’s relationship, a new look for the Smith agents that safeguard the Matrix or anything else. But we’re also told “Maybe this isn’t the story we think it is,” a line reminiscent of Luke Skywalker intoning “This is not going to go the way you think” in the trailer for Star Wars: The Last Jedi.

The IMAX exclusive poster puts Neo and Trinity at the center of The Matrix. There was also an IMAX-specific TV spot that shows Neo reluctant to get back into the fight.

A MovieClips featurette focused on the relationship between Neo and Trinity and how those characters are informed by the chemistry between the actors playing them

Abdul-Mateen II talked more about becoming Morpheus and working on the film when he appeared on “The Tonight Show.”

The first official clip debuted during the “Game Awards” earlier this month. It shows Anderson being led by Bugs through a series of portals until they finally arrive at Morpheus. In a sly twist, and a hint of the movie’s overall tone, he seeks to reassure Anderson by including scenes of his previous life, saying that nostalgia can be soothing and comforting.

That show was also where Unreal Engine debuted a demo of the company’s 3D technology set in the world of the movie and featuring many of its characters, including an introduction by Reeves.

Reeves talked about the movie and more on “The Late Show” as did Groff in his appearance a few days later. Priyanka Chopra Jonas showed up on “Late Night” to talk about keeping the story’s secrets. Harris then appeared on “Kimmel.”

Another featurette was about the place the original movie now holds in our culture and how this installment builds on what’s come before. The action and stuntwork was covered in another featurette.

Nvidia ran a promotional campaign where it had creators design movie-inspired custom PC mods, which fans could win by entering a sweepstakes by Retweeting one of the posts.

Users of Snapchat and other apps could add themselves to the Matrix via an AR app. A movie-inspired effect was also added to Instagram and Facebook that could be used during video calls.

The United Masters contest mentioned above paid off recently with a new spot that featured “Back To Life” by Quantrelle.

The green carpet premiere was held earlier this week in San Francisco, just making it in under the wire given a number of other premieres and events have been canceled because of the current Covid-19 case surge in the U.S. At the premiere Wachowski talked about making the movie without her sister while the rest of the cast was just amazed the movie was made at all.

The Matrix Resurrections online ad

Another clip was released via IGN, this one showing the moment leading up to the scene in the earlier clip as Thomas is confronted for the first time by Bugs, agreeing to go with her to learn the truth of what’s seemed so unusual about his life.

Moss was interviewed again about how this movie is part of and was influenced by what had come before in her career and what’s come after her first outing as Trinity. She and Reeves then spoke more about the strength of their on-screen relationship and how that informs the story this time around.

overall

The initial reactions that came out after the premiere were mostly positive, calling out the “metatextual” nature of the story and how strong the stars are in returning to their roles. The full reviews published since then have been a bit more mixed, focusing on action sequences and other components that don’t quite live up to the promise of what was featured in the first movie and the two earlier sequels.

But the campaign itself has been *very* strong, mostly because it leans early and often on the personalities of Reeves and Moss. They may not be Bogart and Bacall, but it’s clear they have a deep friendship that helps them play off each other professionally and were both committed to only returning to this franchise if it rang true with what had come before.

It also benefits from more than a little self-awareness, with characters commenting on how expectations may be upended and things may turn out differently than anticipated. That’s a good way to set the stage for a sequel that seems to have a clear message, even if it’s not the message people might assume based on the earlier films.

king richard – marketing recap

How Warner Bros. has sold a biopic about the man behind two legends

Most biopics are about the people who have made the headlines, not the people who pushed them along the way or otherwise supported them. Sure, those folks may appear as supporting characters, but the movie itself is about the lead singer, the star athlete, the groundbreaking comedian.

King Richard, out this week in theaters and on HBO Max, takes a different tack. The movie is focused on Richard Williams (Will Smith), the father of tennis superstars Venus and Serena. Set when those two were still up-and-coming childhood prodigies, the story is about how their father not only pushed them to be their best on and off the court but pushed, cajoled and bargained for them to get every opportunity to excel.

As several people have said on Twitter and elsewhere, it takes a special sort of mindset to take two of the greatest tennis players to ever compete and decide that it’s actually their father who deserves to be the focus of a motion picture.

announcement and casting

Shortly after the film was announced in 2019 it was slammed with a lawsuit by those who claim their work was being stolen by the producers and filmmakers. That lawsuit was eventually settled so that production could continue.

Smith was attached to star from the outset, with others added to the cast over the first half of 2020. Those additions included Demi Singleton and Saniyya Sidney as Serena and Venus, respectively, as well as Joe Bernthal, Liev Schrieber and others as the people the Williams family encounters along the way from potential to success.

One of the first, albeit very brief, looks at the movie came via an HBO Max promo touting the same day theatrical/streaming availability of WB’s 2021 lineup. Another promo showed off a bit more footage.

the marketing campaign

Richard pushing the girls in a shopping cart filled with tennis balls is the central image on the first poster from July. Copy at the bottom makes it clear the story is about “Venus, Serena and a plan for greatness.”

The first trailer (14.1m YouTube views) came out in late July and opens with Richard coming home with Venus and Serena to find a child services investigator in the house. He contends he’s hard on those two and the other kids but that they are all becoming better people as a result. His ambition is evident throughout the trailer as he pushes the girls to perform at the top of the game, constantly putting them in positions to show off what they can do.

The movie was among those shown off by Warner Bros. at CinemaCon in late August.

How Smith has changed his perspective about his career and how that plays into the choice to take on this project were covered in an extensive profile of the actor from September.

After that it screened at AFI Fest, where it was the closing feature, and at the London BFI Film Festival and Telluride Film Festival. It was also the centerpiece screening at Miami Film Festival GEMS in November.

Empire debuted the second poster in October, this one showing the three main characters huddled together as the copy tells us this is a true story we’ll have to see to believe.

Another trailer, (4m YouTube views) this one featuring “Be Alive” by Beyonce, came out in mid-October. It’s less about the domestic troubles of the Williams household and more about the push-back Richard gets every time he wants to give his girls a chance to perform. But he also is obstinate in constantly going against the grain of what people advise him to do with their careers, which causes as many problems as it solves.

Promos like this began running after that as TV spots, social promotions, pre-roll ads and more.

At the beginning of November the movie was the opening feature at the American Black Film Festival. Just before that it had been the closing night feature of the Chicago Film Festival where it won the Best Feature Audience Choice Award.

Smith, Sidney and Singleton were the subjects of an Entertainment Weekly cover story that had them talking about researching their roles, the process of actually making the movie and lots more.

Earlier there had been a number of early screenings at colleges, culminating with a coordinated push to historically black colleges and universities to try and reach those audiences ahead of time and begin building even more buzz outside the usual critics and media circles.

A video was released showing the real life Venus and Serena visiting the set and meeting, apparently for the first time, the girls who are playing them as children and the other actors playing family members and others.

Reports emerged around that time that Smith himself wrote checks to many of his costars and others in an effort to compensate them for the revenue they stood to lose because of the changed release plan, which could impact their bottom line. Whatever the case, the stories were intended to help burnish Smith’s image as a nice guy and a leader on set.

Aunjanue Ellis, who plays the Willams sisters’ mother, was profiled about her experience on this movie and how it fits into a career spent mostly as a secondary player. Director Reinaldo Marcus Green was interviewed about how he first heard about the project and how he ultimately scored the job after making a connection with Smith and convincing him he could do the story justice.

MovieClips released an exclusive featurette covering the dynamics and drive of the Williams family.

Smith has made the talk show rounds of “The Tonight Show,” “The Daily Show” and more, including an appearance on Oprah’s show. Even the real Serena stopped by “Kimmel” to promote the movie. Sidney and Singleton made multiple stops together, including on “Drew Barrymore” and “Tamron Hall” talk shows.

The three major stars showed up at a Chicago tennis event to talk about the movie and encourage those folks to go see it.

What it felt like to play a sports icon so early in her career was covered in a profile of Sidney.

Regal Cinemas and AMC Theaters both featured exclusive video interviews with the cast and crew.

Both Smith and Ellis received the Outstanding Performers of the Year Award from the 37th annual Santa Barbara Film Festival. The two were also jointly interviewed about the movie specifically but also what it has to say about black families and other topics.

There were additional profiles of Ellis and Bernthal, the former focusing again on how this is her long-worked for overnight success and the latter how it’s an opportunity for the actor to not play a stereotypical tough guy character.

The Williams sisters stopped by the movie’s red carpet premiere at AFI Fest where the cast talked about portraying people who are still alive and more.

That was followed by a cast and crew appearance at an event at Wimbledon in London that also served as the movie’s UK premiere.

Ellis appeared on “Kimmel” just days before release.

overall

Reviews have been very good – the movie is 91% Fresh on Rotten Tomatoes – but tracking estimates an opening weekend of just about $10 million, which would be pretty low.

That could be for a number of reasons: A lack of interest in largely conventional biopics, the split distribution pattern, other plans over the weekend before Thanksgiving or something entirely different.

But the campaign hasn’t really taken a wrong step, so it doesn’t seem that the marketing is playing a role in those lowered expectations. Of course that may be part of the problem, that following the variation on a theme shown in Spencer and other recent true stories, something that’s more conventionally heartfelt, inspiring and standard just isn’t resonating

dune – movie review

Thoughts and reactions while wondering the Gom Jabbar scene was triggering to the anti-vaccine crowd…

So I watched Dune.

Despite the most peer-pressure I’ve felt since high school, that viewing took place in the comfort of my own home, via an internet streaming device connected to my television set. I understand this violates the catholic doctrine that has swept the world of film criticism, where anything less than 100% adherence to seeing the movie on the biggest theatrical screen available requires immediate confession and will result in generations to come being required to buy AMC Indulgences™.

Somehow I was able to still enjoy the movie and appreciate the work of director Denis Villeneuve and cinematographer Greig Fraser. This is obviously because, based on the opinions of various essayists and sharers of hot takes, I do not truly love film, nor do I support filmmakers.

Its Time Adventure GIF by Dune Movie - Find & Share on GIPHY

Still, there are a handful of thoughts I’d like to share, though of course you are free to give my opinions the weight you consider appropriate given the shameful admissions above.

on the presentation…

I’m the first one to agree that theatrical viewing is great, but we need to do away with the notion that there’s some sort of hallowed experience that needs to be preserved. Even putting issues of the quality of the theater – including the parking lot, lobby and everything else connected with it – aside, arguments that seeing a movie theatrically is “immersive” fall apart quickly. That’s especially true with any movie over 1:45. After that point I’m no longer immersed in whatever I’m watching and can only concentrate after I miss 10 minutes of the movie and come back to my seat.

Tell me how that’s a more pure viewing experience than being able to pause the film and come back to it without missing a single scene.

Also, I’m going to assume every critic and columnist insisting people can only fully appreciate the movie on a massive screen will not be buying or viewing any home video release, including its current streaming on HBO Max. Wouldn’t want to sully yourself, after all.

Which leads me to:

on the box-office…

Dune’s $40 million domestic opening weekend total may seem somewhat on the small side, especially since both Halloween Kills and No Time To Die recently hit or exceeded $50 million and Venom: Let There Be Carnage hit $90.

Conventional wisdom has suggested that, if Dune hadn’t been on HBO Max in addition to theaters, it might have scored closer to $80 million or so. But that $40 million is significantly better than Villeneuve’s last two big budget sci-fi movies, and given the…imposing…nature of the source material in this instance, it could have been a lot lower.

While it’s impossible to prove a hypothetical alternative, I’m inclined to believe the constant “go see it in theaters!” message from the filmmakers, critics and the campaign itself motivated a lot of people to go do just that. In a non-HBO Max timeline my hunch is the weekend total would still be under $50 million, and the long-term value of the hybrid release to Warner Bros. is probably greater than the difference.

on the visual design…

One thing Villeneuve, with the help of his production designers and other trades experts, seems to do better than many other current filmmakers is create a sense of proportion between massive sets (both practical and virtual) and the performers being asked to move in and around them.

Fight Defend GIF by Dune Movie - Find & Share on GIPHY

Throughout Dune, especially in the first 1:30, characters are walking around massive 50-foot tall inscribed solid walls. Somehow the director and his team are able to successfully convey the size of these while also showing the characters as fully inhabiting them instead of being dwarfed by them.

on the performances…

That’s in part because the performances of the actors are not trying to fill the room. Oscar Isaac, Rebecca Ferguson and Timothée Chalamet all seem to be acting in a small, storefront black-box theater instead of on the set of an epic sci-fi motion picture. The focus from all of them and others is on the moment and the emotions contained therein, not on trying to act next to a huge dragonfly-esque flying craft.

There’s not really a weak link in the chain in terms of cast. The three mentioned above are all great, Chamalet conveying a lot about Paul Atreides simply by staring at the sculpture of his grandfather fighting a bull, Isaac being stoically honorable behind his thick beard and Ferguson clearly demonstrating love for her son Paul despite repeatedly setting him up for various tortures and tests.

Serious Film GIF by Dune Movie - Find & Share on GIPHY

Also completely enjoyable are Josh Brolin, Jason Momoa, Zendaya, Javier Bardem, Charlotte Rampling and others. Rampling in particular manages to be more menacing behind her black veil than most mustache-twirling villains in other movies.

Speaking of which:

on the score…

The praise being given to composer Hans Zimmer for his score is absolutely deserved. But you really have to stand up and applaud how the music fits into the overall sound design from Mark Mangini and Theo Green, who are responsible for creating everything from huge mining vehicles to the smallest sound of two grains of sand bouncing off each other.

I mean it’s no Toto, but in this economy, what is?

on the comparisons to David Lynch’s 1984 film…

The two can’t really be compared, at least not objectively. They’re both trying to do completely different things and convey completely different themes and messages.

Villeneuve’s movie is more straightforward, seeing the whole story about honor and destiny, whereas Lynch’s is more about the machinations of the characters that lead them to take the actions they do and break the trusts they do. That’s most seen by considering what scenes Lynch included but Villeneuve did not and vice versa.

The visuals are just as stunning in both versions but in different ways, most clearly exemplified by the different approaches to portraying Baron Harkonnen (Stellan Skarsgård), not just because certain…unsavory…aspects of the character have been excised in the new version but in the general design of the gluttonous leader of the clan opposing House Atreides.

Adventure Float GIF by Dune Movie - Find & Share on GIPHY

the many saints of newark – marketing recap

How Warner Bros. has sold the much-anticipated prequel to a critically-acclaimed series.

The Many Saints of Newark poster

“The Sopranos” retains its status as one of the most acclaimed and influential series of all time even 14 years after its final episode aired. It is still a cultural touchpoint alongside fellow HBO series “The Wire” and a handful of others that have been off the air (so to speak) for over a decade.

This week the world of mob boss Tony Soprano – memorably brought to life by the late James Gandolfini – returns in the form of The Many Saints of Newark. Jumping back to 1967 Newark, the prequel movie is still centered on Tony, whose younger self is now played by Michael Gandolfini, James’ son. At this point, though, he’s just an underachieving teen who idolizes his uncle Dickie Moltisanti (Alessandro Nivola), who leads the family’s criminal operation. Tony’s ruthlessness grows as time goes on under the influence of Dickie and others, setting the stage for his eventual ascent to power.

Leslie Odom Jr., Joe Bernthal, Corey Stall, Ray Liotta, Vera Farmiga, Billy Magnussen and others also star, some as wholly new characters who will influence the direction Tony and others take, some as younger incarnations of characters familiar to viewers of the show and who are part of Tony Soprano’s orbit. Let’s take a look at how Warner Bros. has sold what should be a slam-dunk with a built in audience of loyal super fans.

[disclosure statement: I’ve never watched a full episode of “The Sopranos” but I do believe the ambiguous cut-to-black ending is incredible simply because it refuses to neatly tie things up. Watching people freak out was highly enjoyable, even if the next 10 years of endless debate and discussion made me sometimes want to walk into traffic. Let’s move on…]

announcement and casting

Ever since the elder Gandolfini’s passing, series creator David Chase had ruled out telling stories that would take place after the end of the show. His idea of telling a story set earlier in the timeline, though, remained intriguing and it was this idea that New Line and HBO Films finally greenlit in 2018. Alan Taylor, who had directed a number of episodes during the original show’s run, was hired to helm the movie at that time.

Nivola was one of the first to be cast later in 2018, with others added over the course of 2019. That included the younger Gandolfini, who reportedly was hesitant to step into his father’s shoes and who, despite the genetic connection, had to audition for the role.

Originally scheduled for September, 2020, in April of last year the date was pushed to March, 2021 because of pandemic-related theater closures and other delays. This past January release was moved to October at the same time Warner Bros. announced it, like the rest of its slate, would debut simultaneously in theaters and on HBO Max.

selling the movie

One of the first, albeit very brief, looks at the movie came via an HBO Max promo in January touting the same day theatrical/streaming availability of WB’s 2021 lineup. But the campaign didn’t really kick off until just this past June.

That’s when the first trailer (9.5m YouTube views) came out in late June. It starts with the older Tony’s voice introducing us to his younger self on screen. After getting into a fight we see his mother being told by a high school teacher that Tony is smart, a born leader, a label she disagrees with since he’s not doing well in school. He eventually gets involved in the “family business,” first as a lark and then as he accumulates more power and influence. But it’s clear there will be hurdles he has to clear on the way up, including lots of violence and betrayal.

The first poster was released at the same time. Using the same stylized typeface and black-and-white photography – albeit with a single pop of color – it shows the primary dynamic of the story with a young Tony looking to Dickie

Van Zandt talked in July about how he had consulted on parts of the movie’s story at the request of Chase, even though he doesn’t appear in the film.

Director Alan Taylor talked about the difficulty he had in taking the story from the small to big screen while keeping Chase’s vision intact. For his part, Chase was interviewed about not only the pressure of returning to a story he’d already left behind but also the difficulty in casting many of the parts.

TV spots/social media promos began running in late August, cutting down the trailer to focus on a few key moments in the criminal development of young Tony Soprano and how that’s enabled by Dickie.

A sprawling feature from early September went in-depth on the making of the film, especially how the actors sought to capture the spirit of well-known characters, making them familiar to those who know them from the show without doing impressions. It also covered the long road the movie took to finally being made all these after the end of the original show.

Rolling Stone followed that with profiles of the cast members, including Gandolfini, Odom Jr. Stoll, Liotta and Bernthall.

About about the same time there was an interview with/profile of Chase, who talked about how the original show came to be, the passing of Gandolfini and what eventually convinced him to return to the world of Tony Soprano for this prequel story.

Chase talked more about casting Gandolfini to play a young version of the same character his father brought to life when he appeared on “Kimmel.” Gandolfini himself appeared on “CBS Sunday Morning” to talk about the same thing, including sharing how at times he went a little hard in that direction and had to be pulled back. Bernthal’s appearance on “Late Night” had the actor telling fans of the show they shouldn’t just expect more of that in the movie.

Like many others, Chase was asked for his thoughts on the movie going day-and-date on streaming and theatrical, saying he wasn’t thrilled with that decision and, if he’d thought it was a possibility, he might not have made it at all.

Dickie is looking to make a name for himself as the second trailer (2.9m YouTube views) released in early September, begins. His aspirations have made enemies, of course, but they also overlap with his nephew Tony’s burgeoning interest in the family business. It’s a more fast-paced trailer that has more of an emphasis on Dickie’s story than Tony’s, along with what I’m sure are a few nods to stories from the show that fans will enjoy.

Dickie is all on his own on the next poster, also from early September. The same design aesthetic from the first one-sheet is used here. This time he’s labeled as “Who made Tony Soprano.” That the copy is declarative instead of being framed as a question is intriguing, telling the audience that the movie won’t so much be a journey to find out who it is that made the future mobster the man he would become but that this is the guy, so come along and see what happens.

A series of almost a dozen character posters came out shortly after that, showing off the movie’s impressive cast.

At this point the younger Gandolfini began a substantial media tour that would, in the three or so weeks leading up to the film’s release, include “CBS Sunday Morning,” “The Tonight Show,” “Late Night” and elsewhere. He was also the subject of a number of feature profiles like this.

Odom Jr., Bernthal, Liotta, Nivola and others from the cast also made appearances on a handful of morning and late night talk shows.

A featurette from later in September had Taylor, Chase and many of the cast members talking about returning to these characters and this world or, in many cases, entering for the first time.

Just a couple weeks ago the movie’s world premiere happened at the first ever Tribeca Fall Preview, an offshoot of the Tribeca Film Festival. At that premiere Chase, Taylor and the rest of the cast hit on similar themes about their experiences with the movie and the franchise as a whole.

Betting site DraftKings ran a free sweepstakes where fans could simply name their favorite “Sopranos” character for a chance at a $5,000 prize.

The focus is more squarely on Dickie in some of the additional TV spots run in the last couple weeks, continuing a shift begun in the second trailer.

AMC Theaters had an exclusive video interview with some of the primary cast members, as did Regal Cinemas.

overall

It’s not terribly surprising that many of the reviews of the movie have been lukewarm, resulting in a 71% Fresh rating on Rotten Tomatoes. To some extent no movie, whether it was set before or after the series, could live up to the reputation the show developed or the hallowed place it has been elevated to in the intervening years.

WB’s campaign for the movie has been solid, though, designed to give fans exactly what they want, which is more tales of Tony Soprano and his “family.” To that end, much of the marketing has been designed to evoke or outright mimic the key art and other elements of the show. Other elements are more geared to make fans react to an important mention or appearance that’s explicitly tied to the show that has come before.

Leonardo Dicaprio Reaction GIF by Once Upon A Time In Hollywood - Find & Share on GIPHY

What’s missing is a message to those (like myself) that haven’t yet explored the show. This could be an excellent on-ramp to that broader experience, allowing us to start with a young Tony and then continue on with his later, more established years. That could leave people in that category feeling shut out for one reason or another and therefore uninterested in checking out the movie.

cry macho – marketing recap

How Warner Bros. has sold the latest Clint Eastwood joint.

Cry Macho poster

Remember when Unforgiven was considered “late career Clint Eastwood? Now that revisionist Western, which opened up a wave of similar films reevaluating the “good guys wear white hats, bad guys wear black” model of previous decades, turns 30 next year but Eastwood has continued steadily working, especially as a director.

This week Cry Macho, the latest in which Eastwood both appears and directs, comes to HBO Max as well as theaters. Based on the 1975 novel of the same name by N. Richard Nash, the story follows Mike Milo (Eastwood), a retired rodeo rider who now breeds and trains horses. Milo is approached by his former boss Howard Polk (Dwight Yokam) to travel to Mexico to find and ultimately bring back Polk’s son Rafeal (Eduardo Minett) who is involved in an illegal cockfighting ring there.

announcements and casting

Warner Bros. announced the movie in October, 2020. One of the first, albeit very brief, looks at the movie came via an HBO Max promo touting the same day theatrical/streaming availability of WB’s 2021 lineup.

Eastwood’s multi-pronged role was part of the original announcement but the rest of the cast wasn’t confirmed until after production, which took place with Covid-19 safety protocols in place, was completed in mid-December of last year.

A release date was finally announced in March, 2021.

marketing campaign launches

The marketing campaign officially kicked off just over a month ago in early August with the release of first look stills showing Eastwood, Minett and others along with comments from the actor/director about getting older, directing during the pandemic and more. Another piece with more from Eastwood and a second round of photos came out shortly after that.

The movie’s one and only poster is so on the nose in terms of what you’d expect from a 90 year old Eastwood it almost slips into parody. It just shows an extremely grizzled and leathery Milo looking off into the middle distance. Copy on the one-sheet explains this is “A story of being lost…and found.”

We hear all about how great Milo once was on the rodeo circuit as the trailer, also released at the beginning of August, opens. After engaging in some barbs with his former boss, he accepts the job of going to Mexico to find Polk’s son. But Rafeal isn’t exactly eager to return. The journey the two embark on won’t be smooth, we see, but it will involve more than a few opportunities for both a discussion of what being “macho” means and examples of what being a man actually looks like. It’s short on story and long on sentimentality, honing in on the idea of Eastwood himself and his character looking back over a long life of ups and downs.

Things were relatively quiet for a while with the exception of CinemaCon at the end of August, where Warner Bros. included footage from the movie in its presentation to exhibitors and press.

Just in the last week or so leading up to release things picked back up, starting with a featurette about the legacy of Eastwood as a director along with an overview of the story.

Another interview with Eastwood had him again talking about getting older as well as the experience of riding a horse on screen for the first time since Unforgiven.

Another featurette continued focusing on Eastwood’s legacy and how that translates to this movie.

Even more explicit was a short video that looked specifically at Eastwood’s evolution as a director going back all the way to Play Misty For Me with interviews from many of the actors that have appeared in his films along with fellow directors like Spielberg, Scorsese and others.

overall

With a very much middling 50% on Rotten Tomatoes, the movie seems like it might benefit from getting the hybrid theatrical/streaming release even more than other titles. There’s not a lot here for anyone who doesn’t already have decades of appreciation for Eastwood and his work. In fact the vast majority of the marketing only gives the smallest amount of attention it reasonably can to the story or anything about the movie itself, instead almost wholly focused on making sure the audience knows what a legend Eastwood is, not why they should see this film specifically.

That may work and it may not, but it doesn’t seem likely there will be a lot of word of mouth that carries this along in the weeks following release.

the suicide squad – marketing recap

Sequel? Reboot? Both?

“OK, let’s try this again.”

That seems to be the prevailing attitude in the leadup to Warner Bros.’ release of The Suicide Squad, coming to theaters and HBO Max this week.

Like 2016’s Suicide Squad, this movie is about a group of super-villains who have been captured by the government and coerced by security operative Amanda Waller (Viola Davis) into taking on dangerous missions in exchange for reductions to their sentences. This time that mission involves hunting down The Thinker (Peter Capaldi), who has unleashed a giant alien starfish named Starro who can control people’s minds.

In addition to Davis, Margot Robbie returns as Harley Quinn – widely seen as the best part of the first film – as does Joel Kinnaman as Col. Rick Flag and Jai Courtney as Captain Boomerang. They’re joined by Idris Elba as Bloodsport (taking the place of Will Smith’s Deadshot), John Cena as Peacemaker and a handful of others as the Squad is greatly expanded this time around.

Technically a sequel in that it continues the story from that first movie and features some of the same characters, WB seems eager to take the few things people liked about the first entry and eject the rest, hoping to put the poor commercial and critical reception it received five years ago in the rearview mirror.

This despite how, in the wake of Zack Snyder being given the opportunity to revisit his abandoned Justice League project for HBO Max, some fans have taken it upon themselves to call for director David Ayer to be given the same opportunity with Suicide Squad. In this case it wasn’t Joss Whedon stepping in to finish the film but a trailer editing firm that took control of the final cut.

from rumor to reality

In late 2018 a possible sequel was still just that: possible. It was one of a handful of rumored projects that would bring Robbie back as Harley, some of which have fallen by the wayside with the exception of last year’s Birds of Prey.

Plans firmed up in early 2019 when WB confirmed earlier reports it had hired director James Gunn, who had recently been fired from his Guardians of the Galaxy Vol. 3 gig by Marvel Studios following a controversy drummed up by right-wing trolls, though he’d eventually get that job back. In fact one of Gunn’s first interviews after WB’s announcement, part of the promotional cycle for Brightburn, had him commenting on how working on TSS helped him deal with the disappointment he felt over the whole Marvel incident.

After plenty of speculation, rumors and reports about what characters would appear, Gunn finally unveiled the official cast list in September, 2019. A few months later in December Gunn along with Braga sent a video message to attendees of CCXP promising they would love the film being made.

Well before the rest of the campaign launched, Gunn celebrated his birthday by sharing the movie’s title treatment in August, 2020. Members of the cast also sent him a birthday message.

dc fandome fun and more

At that time the director along with members of the cast were revealed as part of the talent lineup for DC’s “Fandome” virtual event. A “remix” of a Zoom panel with Gunn and the movie’s cast continued to set the stage for Fandome.

Two videos came out during Fandome. The first was a behind-the-scenes sneak peak that has Gunn and the cast talking about how funny, action-packed and overall unbelievable the movie was going to be. The second was a “Roll Call” of just some of the characters included in the film and the actors playing them.

Gunn showed off not one but two versions of some promotional artwork during the Fandome period.

The first official poster (by marketing agency Works Adv) also came out during the event. Not only does it show off how many characters are part of the story but the way it has each one’s name obscuring part of their face is a nice artistic touch that speaks to the different tone and feel of the movie compared to the first one. Each one of those characters was also broken off into its own poster.

In advance of Fandome a new Suicide Squad video game was teased by Rocksteady Games. While it’s not directly tied to the movie, the trailer released during the event for Suicide Squad: Kill the Justice League shows the game pulls a lot of visual and character inspiration from the films.

Courtney spoke briefly about the film while promoting other projects.

Empire ran a cover story on the film back in October of last year. That included comments from Gunn about how he had broad latitude to kill whatever characters the story necessitated.

More promotions for the movie were run during 2020’s CCXP, the second year in a row for the movie at that event.

hbo max and Peacemaker spinoff

With a successful Fandome event having revived some of the positive buzz for the Suicide Squad brand and anticipation running high, WB in September 2020 announced a spinoff series focused on Peacemaker, the character played by Cena, for HBO Max.

Then the big news came. Namely, that this movie like the rest of WB’s 2021 release slate would debut simultaneously in theaters and on HBO Max, an adjustment made to not only boost the fledgling streaming service but also accommodate what at the time were still a lot of unknowns around the Covid-19 pandemic.

Gunn was among the high-profile directors who weren’t thrilled with that decision, stating his opinion in a few interviews. Since then, though, he’s remained mum on the subject.

One of the first, albeit very brief, looks at the movie came via an HBO Max promo touting the same day theatrical/streaming availability of WB’s 2021 lineup. Another promo showed off a bit more footage.

Cena showed off his Peacemaker costume when he appeared on “The Tonight Show” in February and then did likewise on “The Late Show” in early April. A short while later Kinnaman appeared on the same show to talk about the film and more.

the marketing begins…and King Shark is a shark…

In advance of the first trailer in March two posters came out. The first (by marketing agency Concept Arts) has a retro feel, showing the main characters looking like cereal box action figures on a poster that has artificial creases in it from where the downtown grindhouse theater folded it for storage.

The second features the same characters and a similar design but without the retro conceit. This time it’s all slick and modern but still fun and outrageous, the leads framed by a giant star in the background.

The first trailer (1.9 million views on YouTube) is awesome. It shows the basic story but is primarily focused on setting a much different tone for this movie compared to the first one. Among the better moments shown here are:

  • Harley completely undoing the team’s efforts to rescue her
  • King Shark eating a guy head-first
  • Harley saying “If you cough without covering your mouth, you die.”
  • A beach full of dicks
  • Starro, ladies and gentlemen

It’s insane and looks like a lot of fun. And it led to a revival of Steely Dan’s “Dirty Work”, which the trailer’s sound designer commented on.

More character posters (by Concept Arts) were released at the end of March, showing some sort of object or symbol exploding behind that character. It’s a continuation of a visual theme established in the trailer with a shot of Harley tearing through a hallway firefight as colorful animated flowers burst from the background. By taking this approach it also continues establishing a much different visual identity for the movie from the “Hot Topic on ecstasy” tone of the first movie. These were also used in house ads appearing in DC books in the months leading up to release.

The first TV spot came out a bit after the trailer’s release, offering a cutdown version of that longer video that still had plenty of action and humor.

A green-band version that added a few more scenes and moments but otherwise hit most of the same beats came out a short while later.

In an interview with Total Film, Gunn talked more about how he wound up signing on to the movie and the amount of creative freedom – specifically to kill whichever characters he needed to to tell his story – the studio gave him. Robbie was also interviewed about the evolution of Harley Quinn in the film.

“Suicide Squad: Get Joker!”, a new three-issue mini-series from Brian Azzerello and Alex Maleev, was announced by DC in April and scheduled for release just days ahead of the movie hitting theaters and screens. There was also a King Shark one-shot with a preview of the Azzerello/Maleev series planned for Free Comic Book Day, which this year is happening the week after the movie’s release. DC also announced in May that many of its biggest titles would feature movie-inspired covers in August.

An interview with Kinnaman in June had him praising the film, saying it was “insane” and a lot of fun.

Also in June it was announced the movie would screen in August at the Fantasia International Film Festival.

The team runs through a deluge of both rain and tiny mind-controlling Starro spores on the next poster, released toward the end of June.

The second trailer (11.4m views on YouTube) also came out at that time, featuring similar levels of insanity and chaos as the first one.

Peacemaker clears up some confusion about what exactly “Project Starfish ” is and Polka Dot Man becomes a super hero in an extended TV spot from the end of June.

featurettes, more tv spots and plenty of goofy press

Fandango MovieClips got an exclusive featurette in July that had the cast talking about the unique vision Gunn brought to the project, filming the elaborate – and often practical – stunts and more.

A wide-ranging interview with Gunn had him reliving the moment he came onto the project following being fired by Marvel Studios, the attitude he tried to bring to the movie and more.

There were also a number of additional profiles and interviews with Robbie

Positive initial reactions followed a screening for press in July. That screening included a Q&A with Gunn and others where they talked more about the ridiculousness of Starro as a villain and other topics.

IMAX had an exclusive featurette, released in early July, that had Gunn and the cast talking about how the scale of the movie had to be seen on the big screen to be fully believed and enjoyed.

Another longer one goes behind the scenes, introducing some of the characters, including a few that hadn’t previously been given much of a role in the campaign.

Smashbox, one of the only promotional partners apparent, introduced a line of movie-inspired makeup products.

In what’s probably the best of the posters, the team is seen walking across a landscape which, upon further inspection, is actually Amanda Waller’s face.

WB celebrated Shark Week with a King Shark-centric spot that has Waller explaining a bit more about who he is and the rest of the team reminding him that eating people is only alright if they’re not his friends.

Red, the camera-production company, released a featurette with Gunn explaining how valuable those cameras were to making the movie he envisioned.

Gunn, Robbie and Cena – the latter once again in full costume – appeared on “Kimmel” in late July. Around that same time Courtney was interviewed about the movie, calling out the emotional heart that lies within the story.

The team is once again charging at the camera on the IMAX-exclusive poster.

That was later complemented by a TV spot hyping IMAX as the biggest and best way to see all the action.

AMC Theaters announced in July that those attending opening night screenings would receive an exclusive comic book.

Around this time outdoor and online ads using elements of the key art, especially from the second main poster.

the suicide squad online ad

grandson & Jessie Reyez released a video for “Rain,” a new song from the movie’s soundtrack, at the end of July. That video features appearances from some of the cast, their characters enjoying a night out before military bursts in and takes them away.

The cast, including Stallone, Melchior and others, continued doing various press appearances either in-person or virtually to hype of the film.

The Detachable Kid’s powers are featured in a clip that shows even Harley can’t believe what’s happening.

Just how low-rent the team is seen to be is communicated on another poster showing them arriving at the scene in an ancient broken down bus.

Bloodsport was added as a playable character in Fortnight.

One more bit of promotional art was released showing the team lying on the ground in the middle of a giant starfish drawing. The idea here – reinforced by the “Don’t get too attached” copy at the top – is to spur questions about which of the team is dead and who’s just sleeping.

Cena, Gunn and others appeared on a movie-themed episode of “Wipeout” earlier this month.

David Dastmalchian was interviewed about playing an insane, random character like Polka Dot Man.

Gunn and the cast, along with plenty of others, all showed up at the U.S. premiere of the movie in Los Angeles earlier this week. There they talked about how Gunn brought his unique level of insanity to the script

At earlier premieres and publicity tour stops, various incarnations of Starro – either as art installation or giant inflatable starfish – were used to create a unique visual spectacle.

In another substantial interview, Gunn touched on a number of topics related to the movie including why it was so much fun to write for Robbie’s Harley Quinn, what DC plans might be in his future, the “Peacemaker” HBO Max series and lots more. In another interview he shared how insistent he was on an R rating for the movie and what other conditions he had when signing on and how he wound up casting fellow director Taika Waititi in a small role.

The stars participated in an exclusive video interview for Regal Cinemas

conclusion, or “it’s king shark’s world, we just live in it

First, let’s address the Ayer in the room.

As mentioned above, ever since The Snyder Cut of Justice League became a thing a similar subgroup of fans has been demanding David Ayer be allowed to release his cut of Suicide Squad. The cast was even compelled to comment on the possibility of it happening at the premiere earlier this week.

To his credit, Ayer himself has been relatively mum, only recently releasing a statement that yes, an edit of the movie exists that’s vastly different than the theatrical version. But he also doesn’t seem bitter about it, essentially chalking it up as one more difficulty in his life he’s overcome and a story he isn’t eager to share since it would betray confidences and sour relationships. He ultimately clearly and publicly supports the new movie and Gunn’s vision for the characters.

That’s awfully big and mature of Ayer since the dominant theme of the marketing for The Suicide Squad has been “this one is different.” Brighter colors, less of a cubic zirconia vibe to the visuals and more of an emphasis on the humor inherent in the concept, especially given there’s a massive walking and talking shark involved.

King Shark Hand GIF by The Suicide Squad - Find & Share on GIPHY

The projected $30-40m opening weekend needs to be viewed on a sliding, pandemic-adjusted scale as it’s not indicative of either how well the marketing seems to have been received by the general public or the positive buzz and early reviews that have earned it a 94% Fresh rating on Rotten Tomatoes (which is nearly four times higher than that of the first movie). By focusing on Gunn’s involvement, a clear difference has been drawn by Warner Bros. that could make this movie a hit both on streaming and in theaters.

space jam: a new legacy – marketing recap

How Warner Bros. has sold the sequel to what might be Hollywood’s cynical pinnacle.

The idea that there might be a sequel to 1996’s Space Jam, which paired the recently retired Michael Jordan with the Looney Tunes characters Warner Bros. was hoping to revitalize, has been swirling around for quite a while.

This week the prophecy is finally fulfilled as Space Jam: A New Legacy comes to HBO Max and theaters. This time around LeBron James is the NBA superstar at the center of the story, forced to play basketball after his son Dom (Cedric Joe) is kidnapped by the evil A.I. Al-G Rhythm (Don Cheadle) that runs Warner Bros.’ computer system. James recruits the Looney Tunes to help him, with hijinks ensuing as they face off against the Goon Squad team of avatars assembled by the A.I.

Warner Bros.’ campaign for the movie, which currently has a poor 45% Rotten rating on Rotten Tomatoes, has been heavy on IP, using it as the key selling point for the audience to connect with.

The Posters

Character posters (by marketing agency BOND) were released in late March and featured James as well as many of the more well-known Looney Tunes characters like Bugs, Tweety, Lola, Daffy and others. Each is very simply placed in front of a red/blue background so there’s not a lot of action but you definitely are reminded of who will appear in the film.

The next poster (by marketing agency Works Adv) came out just a few days later, this one showing James and Bugs standing in front of the title like they’re waiting to head out on the basketball court.

In May more character posters (by Works Adv) came out, this batch focusing on the Goon Squad and taking a much more visually-interesting approach, putting each one against what almost looks like street art.

James – and Tweety, of course – soar above the rest of the Looney Tunes on the next poster, released in June.

The final theatrical poster came out in mid-June and just has James standing in

The Trailers

The first trailer came out in early April, announced by a teaser announcement. It starts with LeBron talking with his son, who is promptly sucked into another dimension, with LeBron following soon after that. An evil AI tells him he has to play basketball in order to get Dom back, resulting in LeBron meeting Bugs and the rest of the team, who assemble to help him out. They’re up against the Goon Squad, but the Tunes have a few tricks up their sleeves.

The same basic message is conveyed in the second trailer from June, though with a few additional or changed details.

Online and Social

You’ll find the basic marketing content as well as some games to play on the movie’s official website. There were also social profiles on the major networks.

Of course you can’t discuss a Space Jam website without noting that, for 25 years, the page for the first movie was oddly and stubbornly still around on the internet, offering a time capsule of what late-90s web design encompassed. That site is no longer at the domain it was for over two decades but has been archived on the updated page.

There were also sticker packs created for Giphy, iMessage and WhatsApp.

Advertising, Press and Publicity

After seemingly endless years of speculation, the movie moving into production was finally confirmed in September 2018 along with the primary filmmaking team.

After a long period of speculation, James revealed the movie’s official title in April of last year, sharing a video of him wearing a hat sporting the title treatment.

Differences that emerged during the early stages of production lead to initial director Terence Nance to be replaced by Girls Trip director Malcolm D. Lee in mid-July 2020.

A few months later in August he previewed the new uniforms that were going to be worn by the Tune Squad in the film.

One of the first, albeit very brief, looks at the movie came via an HBO Max promo touting the same day theatrical/streaming availability of WB’s 2021 lineup.

Moving into 2021, a March cover story in EW offered comments from James, details on the story and first looks at the characters, including a redesigned Lola Bunny.

A small, overblown kerfluffle emerged back in March when reports emerged Pepe Le Pew, a problematic at best character, would not appear in the movie, nor was he part of WB’s future Looney Tunes plans. There were conflicting accounts of whether the skunk was included in early cuts of the movie or not, but costar Santo seemed to confirm he did, offering to pay the studio for the cut footage of their scenes together.

[full disclosure: space jam advertised on GoNoodle, my employer, but I was minimally involved in the promotion of that content.]

News that Zendaya had been cast to voice Lola Bunny came just before the first trailer dropped.

After the first trailer came out a video was released showing some of the hidden (and obvious) references and cameos in that trailer.

Cheadle talked about shooting the movie with James when he appeared on “Kimmel” in May.

Also that month the first commercial, which features some of the funnier moments from the trailer, came out.

We Win” by Lil Baby and Kirk Franklin was released in late May, offering the first song from the movie’s soundtrack.

Promotional partners for the movie included:

  • Microsoft/Xbox, which has been involved since late 2020, offering teachers and students – access to STEM lessons hosted by James, who also appeared in a promotional video for the partnership.
  • I PROMISE School, which is part of James’ personal foundation and which has hosted first look events and more throughout the campaign.
  • Nike, which launched a new line of shoes and other apparel featuring movie branding. That included the LeBron 19
  • Candy Crush, which added a movie character takeover to the game.
  • Skype (part of Microsoft), which added movie-themed backgrounds for your video calls.

And of course all of that doesn’t even cover the various consumer merchandise offered to appeal to consumers of all kinds.

A Cartoon Network promo has the Nerdlucks from the first movie steal the powers of the “Teen Titans Go!” characters to hilarious — and in Robin’s case embarrassing — results. That was part of the promotions for “The Teen Titans Go! See Space Jam”, which had the team offering Pop-Up Video style commentary on the original film.

For ESPN there was a faux mini-documentary produced that had James talking about how he needed to team up with the Looney Tunes characters to save his son. The video is presented straight, just like one of ESPN’s other specials, and is the better for it.

More details about the movie’s soundtrack and what artists were contributing to it were shared in mid-June.

The first official clip was shared with Fandango MovieClips at the end of June, showing Speedy, Granny and others going full Matrix.

Another fake documentary type video had James and Bugs Bunny talking about what kind of teammate the other one is, getting into a debate about who’s the GOAT.

DC got another exclusive clip, this time of James and Bugs entering the world of super heroes, though why they turned into Batman & Robin when they were visiting Metropolis is unclear.

Warner Bros. hosted a screening party for the movie at Six Flags California in late June. Later on there was a fan screening in Los Angeles.

A featurette had James along with Ryan Coogler and others talking about the visual style of the movie and more.

James stopped by “Kimmel” – guest-hosted by Arsenio Hall – and then “Good Morning America” to talk about the movie.

The L.A. premiere earlier this week featured appearances by much of the cast and crew.

James, sporting his Tune Squad uniform, was added as a playable character in Fortnite.

Overall

It’s remarkable that the campaign reminds me less of the original Space Jam and more of Ready Player One from a few years ago. That’s because the focus is less on Bugs, Daffy and the craziness of the Looney Tunes and more on the brand synergy Warner Bros. has brought to the movie, bringing in IP from across the company’s portfolio.

Basketball Tune Squad GIF by Space Jam - Find & Share on GIPHY

That contributes to what is a disappointingly lackluster marketing effort, one that is so busy making sure all the cameo characters and settings are given their due that the core elements don’t get much time in the spotlight. The movie looks like some amount of fun, but you don’t have a very strong brand identity because there are scores of other brands that are more important.

no sudden move – marketing recap

How Warner Bros. is selling the latest heist film from one of Hollywood’s most acclaimed directors.

Of the high profile directors working today perhaps none has embraced streaming quite like Steven Soderbergh. After putting out two movies for Netflix in 2019, this week brings his second straight film for HBO Max.

No Sudden Move focuses on a group of small-time criminals in 1955 who are hired by a mysterious party to steal corporate documents. They recruit a reluctant insider to actually nab the goods, with some of the crooks sent to his home to keep his family in check. But when the job goes sideways they set out to find out who it was that hired them and why.

The movie stars Don Cheadle, Kieran Culkin, Benicio del Toro and others as the criminals, David Harbour as the executive marked to actually steal the documents, Amy Seimetz as his wife Mary and Jon Hamm as the Detroit city detective assigned to investigate the crime. With a solid 87% Fresh on Rotten Tomatoes, the movie’s campaign has been heavy on the kind of stylized filmmaking that Soderbergh is known for.

The Posters

“Trust is a setup” we’re told on the one poster (by marketing agency The Refinery). Shown are Goynes and Russo, two of the criminals at the center of the plot played by Cheadle and del Toro. The rest of the notable cast is named at the top of the one-sheet, but the overall design is very simple and moody, setting a dark and shadowy tone for the movie more than anything else.

The Trailers

A brief teaser in late May preceded the first trailer’s release, which didn’t happen until early June.

That trailer (238,000 views on YouTube) is all about selling an attitude and a vibe. It conveys the story of how the criminals are A) convincing a mid-level auto executive to steal company secrets while B) the gang watches over the exec’s family to make sure they don’t do anything stupid and he knows what the consequences for not cooperating are. As usual, everything turns pear-shaped in a flurry of irrational behavior, divided loyalties, law enforcement investigation and other factors, but what’s clear is that this is another stylized Soderbergh production that looks fantastic.

Online and Social

The signed-out landing page for the movie on HBO Max’s site has some very basic information, including a collection of cast headshots, a small gallery of stills and the trailer.

Advertising, Press and Publicity

Casting news dominated much of the press for a while. In late September production, previously delayed because of the pandemic, resumed at the same time the movie was renamed from its original “Kill Switch” to the current title.

HBO Max and Warner Bros. confirmed in May that the movie’s world premiere would happen at the 2021 Tribeca Festival. At that premiere the cast was interviewed about the movie itself as well as the uncertain nature of the production.

Harbour promoted the film when he appeared on “Late Night” in June.

A profile of Seimetz focused on how she has bounced between acting and writing/directing her own material over her career, including how she steals the show in this film.

While it’s not actually press for the film, Alissa Wilkinson at Vox explores some of the very real social issues, including housing discrimination, highway construction and more, that inform the movie’s setting, action and characters.

Online ads like the one below were used to drive traffic to the HBO Max landing page for the film.

Warner Bros. partnered with Shinola Detroit on a sweepstakes awarding the winner a trip to Detroit’s Shinola Hotel. The company also created a movie-inspired line of handbags, watches and other apparel.

An interview with screenwriter Ed Solomon emphasized how he and Soderbergh sought to construct a story the audience would have to follow closely if they wanted to get the full experience of the payoff.

Short spots like this were used on social media (and likely elsewhere), presenting a cutdown version of the trailer that continues selling the movie as a high-drama heist story with a great cast.

HBO Max released a featurette with the cast talking about the complex nature of that story and the unique filmmaking aesthetic of Soderbergh.

Overall

What I said above really encapsulates the campaign from Warner Bros./HBO Max: Everything about the campaign is focused on presenting it as a dramatic, tense heist film with a great cast portraying characters who are always just one move away from turning on their compatriots.

Adding to that is the brand Soderbergh has for himself as a director who dabbles in seemingly every possible sub-genre and style. If you told me tomorrow he was directing a remake of The Music Man it wouldn’t surprise me at all. The point being that his involvement in and of itself is a big draw for the movie, which is why his name is so prominent throughout the campaign.

In The Heights – Marketing Recap

How Warner Bros. has sold a big movie musical event.

Anyone not already familiar with the name Lin Manuel Miranda has certainly come to know it in the years since Hamilton – the filmed version of which hit Disney+ last year – became a Broadway sensation. Others, though, were aware of Miranda’s skills well before that based in part on his first musical.

That musical, In The Heights, has now been adapted into a feature film debuting in theaters and on HBO Max this week. Directed by Jon M. Chu, the movie stars Anthony Ramos as Usnavi de la Vega, a Washington Heights bodega owner, Leslie Grace as Nina Rosario, a young woman returning to the neighborhood after dropping out of college, Corey Hawkins as Benny, Usnavi’s best friend and Melissa Barrera as Vanessa, who works at a local salon and dreams of getting out. The story follows these and other characters over three days and involves a winning lottery ticket sold at Usnavi’s bodega, that changes being experienced in the largely Dominican neighborhood and more.

Initial reviews have praised the movie, which currently has a 96% Fresh rating on Rotten Tomatoes as bold and exuberant. And in a sign of the world reopening post-pandemic, some 96% of respondents to a recent Fandango survey say it’s the first film they plan to see in theaters since they closed down over a year ago. Helping that is not only the public health situation in the U.S. but also that school years are ending, all of which adds up to a projected opening weekend of $20 million.

With all that as context, let’s see how Warner Bros. has marketed what has shaped up to be the kickoff event of the summer.

The Posters

While the image of a New York City bridge is wonderfully colorful and striking, the main selling point on the first poster from December (by marketing agency Statement Advertising) is that the movie comes from the creator of “Hamilton” and the director of Crazy Rich Asians. That’s what’s going to convince people to take a chance on a movie whose source material they may not be familiar with.

A half-dozen posters came out in mid-March of this year, all of them taking a slightly different approach to selling the story. Some pull the camera out to show the neighborhood from a wider perspective, others focus more narrowly on the main characters. All keep the same brand of bright, joyous celebrations, though, and so work together to sell a good time with lots of singing and dancing.

Two waves of character posters were released in early May that position either one or two of those characters in different parts of the neighborhood where they live or work.

“The time has come” declares the Dolby Cinemas poster, which shows the main characters in the midst of a raucous neighborhood rally.

The final poster was released later in May, showing the two lead couples in the story dancing in the streets, the other neighborhood residents also celebrating around them.

The Trailers

The first trailer (11.6 million views on YouTube) was released in mid-December and starts out by reminding people it comes from the creator of “Hamilton,” a reasonable message to send. Benny is telling a story of the Washington Heights that was to a group of kids. Back in the day Benny was a dreamer but the neighborhood around him, his friends and his family was changing to shut out anyone who aspired to rise above their station. It’s filled with big, glorious musical numbers and big, glorious emotions, just like a musical should be.

A second trailer (2.6 million views on YouTube) came out in early March, debuting during the Grammy Award broadcast. It’s still focused on Benny and Nina, but is really about loving your neighborhood and embracing all that it has to offer. Not only that, but it’s unapologetically an appreciation of Lantino culture and all that means. Another slightly different version of that trailer came out at the same time, offering a few additional scenes but telling the same story.

Online and Social

In addition to the standard synopsis, videos and photos the official website for the movie has Meme Generator function allowing visitors to choose from a selection of GIFs, add their own message to it and then export it for sharing on the social network of their choice.

There were also standalone social profiles on most major platforms, including Giphy.

Advertising, Press and Promotions

Warner Bros. kicked off the film’s marketing by bringing a video containing the first footage as well as comments from Chu to CCXP in December 2019.

Miranda was interviewed about the movie while he was in Sundance earlier this year promoting other projects.

The movie’s production designer spoke about how he sought to accurately represent the cultures of the movie’s characters.

Both Ramos and Miranda were presenters during the 2020 Academy Awards ceremony.

Ramos, Barrera and others were interviewed about the movie and how they felt a great deal of cultural responsibility to get things right and present the neighborhood and its people respectfully and accurately.

In March of last year Warner Bros. pulled the movie from its original June release, one of several such changes in the midst of the Covid-19 outbreak. It was later rescheduled for June when the studio made its big HBO Max announcement in late 2020.

A few of the actors took part in an interview during the virtual edition of the National Association of Latino Independent Producers 21st Annual Media Summit in June, talking about the tone of the film and how production went.

Miranda talked about writing the original stage show late last year, making it clear he was moved to do so at least in part because of the lack of representation elsewhere in the entertainment world. Later on he was interviewed about what drew him to Chu as a director for the movie

Early April brought a short TV spot/promo that didn’t have much details but certainly conveyed the spectacle of the film.

Disney worked to get some early buzz going for the movie in April by both allowing critics and others to share their early reviews and announcing the film’s world premiere would be held at this year’s Tribeca Film Festival in June. It was also scheduled as the premiere film for the Los Angeles Latino International Film Festival.

An extended TV spot titled “Change The World” came out at the end of April that plays up the aspirational nature of the story, showing how the characters are out to not only preserve and celebrate their neighborhood and life but change the world while doing so. Another similar spot – this one titled “96,000” – is centered on how someone in the neighborhood has one the lottery and shows the characters talking about what they would do if they came into that kind of money.

Unsavi sings about his love for his neighborhood in the first clip, which debuted during the broadcast of the “MTV Movie & TV Awards” in mid-May.

Gold House, the Asian Pacific-Islander advocacy group that has coordinated support for movies with AAPI creators and leads, announced a spinoff #LatinxGoldOpen campaign in conjunction with the National Association of Latino Independent Producers.

An exclusive MovieClips featurette covered how the themes of the story are universally applicable to everyone.

Ramos was the subject of a THR cover story where he talked about his history with the stage musical, his career to date and more while his work ethic and performance were praised by Miranda, Chu and others. He also received an NYT profile where he shared the pressures of so much attention right now as well as how he’s defined his career to date.

IMAX released a TV spot encouraging audiences to come see it on the big big screen.

In June Smits was honored with a star on the Hollywood Walk of Fame, with the actor talking about his long love of the stage production and lots more.

Grace was interviewed about this being her big screen debut as well as the cultural history she and the rest of the cast strove to portray and represent. That history and heritage was the focus of a feature with the whole cast sharing their thoughts on those topics and more, something they along with others also did at the movie’s recent Los Angeles premiere. They also commented on the relief and thankfulness they felt at the movie finally coming out a year after it was originally scheduled. An interview with costar Daphne Rubin-Vega had her talking about how her character was changed to be queer in the film when she was straight in the original show.

Both Ramos and Miranda appeared on “The Tonight Show” recently.

Additional interviews included conversations with Chu as well as the movie’s costume designer, screenwriter, cinematographer and production design team.

Regal Cinemas had an exclusive collection of interviews with the cast. Dolby shared an interview with Chu about the process of filming the movie in Washington Heights. Another Dolby video with Chu had him presenting the movie as a welcome way to celebrate the reopening of the world as the worst of the pandemic fades, at least here in the U.S.

Along with a few more clips, Warner Bros. released the first eight minutes of the movie on YouTube and made the same footage available within HBO Max.

An extended spot proclaiming the movie the “event of the summer” includes not only the critical praise it’s received to date but also endorsements from celebrities like Oprah Winfrey, Hugh Jackman and others.

One final featurette has Miranda, Chu and others who are actually from the neighborhood portrayed on screen about how special Washington Heights is and how it’s always been an immigrant community of some form or another.

Chu was scheduled to appear on TCM to introduce three classic movie musicals that inspired this film.

Promotional partners for the movie included:

  • Travelocity, which ran a sweepstakes giving the winner a dream vacation to either the Domincan Republic or another destination of their choosing.
  • Roblox, which is hosting a virtual block party in-world through June 20th featuring recreations of Washington Heights as well as some of the characters.
  • Foot Locker and Fila, which collaborated on a movie-inspired sneaker coming soon.
  • Open Table, which suggested people celebrate the movie’s release by ordering in from a local restaurant.

Overall

As is appropriate for screen musicals, there are no small emotions in this campaign. Everything is big, everything is colorful, everything is heightened. That comes through in almost every aspect of the marketing, from trailers to posters to Gifs.

In addition to the constant reinforcing of Miranda’s personal brand, what comes through most strongly is how different this movie is from others that tell stories of immigrant or similar communities. This isn’t a dark, serious look at the struggles of people in those neighborhoods, though the problems they face are still evident. Instead it’s a celebration of the people in a neighborhood and how they take joy in life, want to preserve their heritage and make the best of each day, dreaming of not just making it big but then coming back and helping those they grew up alongside. That’s pretty unique and makes this campaign pretty special.

You Got It Salute GIF by In The Heights Movie - Find & Share on GIPHY

Those Who Wish Me Dead – Marketing Recap

How Warner Bros. is selling a drama of a young man and fire.

Those Who Wish Me Dead theatrical poster (by The Refinery)

Based on the novel of the same name by Michael Koryta, Those Who Wish Me Dead stars Angelina Jolie as Hannah Faber, a former smokejumper in the forests of Montana. Faber is haunted by the memories of an earlier forest fire that went very badly for the rest of her team. One day while keeping watch she comes across Conner (Finn Little), a young boy who seems to be on the run from something. Turns out he’s being pursued by two hitmen who have just killed his father and who are so desperate to tie up loose ends they will set a forest fire to flush out Faber and the boy.

The movie, directed by Taylor Sheridan, has a decent 71% Fresh on Rotten Tomatoes and arrives this week in theaters and on HBO Max preceded by a campaign that has emphasized the drama of evading fire but not so much on the story or characters themselves.

The Posters

The faces of Faber and Conner are the primary elements on the one poster (by marketing agency The Refinery) that came out in April. Both are, of course, bathed in the red light of the fire they are on the run from and both look weary and stressed from that effort. There’s no copy about the story here, and while Sheridan isn’t name-checked exactly a couple of his previous popular credits are called out at the top.

The Trailers

Hannah is working a fire-watching tower and still reeling from the mistakes she made years ago as the first trailer (8.8 million views on YouTube), released in early April, begins. One day she encounters a young boy who, she finds, is on the run from some dangerous people who have already killed his father. Those bad men start a forest fire to flush Hannah and the boy out, meaning she not only has to keep the kid safe but deal with the trauma of her own past at the same time.

Online and Social

Not much information on the movie’s official website, just the trailer, a brief synopsis and information on either buying tickets or subscribing to HBO Max.

Advertising, Press and Publicity

One of the first, albeit very brief, looks at the movie came via an HBO Max promo touting the same day theatrical/streaming availability of WB’s 2021 lineup.

Warner Bros. announced the May release date in February.

An interview with Jolie and others included a first look still from the film.

Fandango’s MovieClips got an exclusive clip in early May showing a key dramatic moment with Hannah trying to save her young charge from an encroaching fire.

A short featurette came out around the same time with Jolie and other members of the cast and crew discussing the themes of the story and what it was like to shoot the film in some extreme conditions.

Cutdown versions of the trailer – usually around 10 or 15 seconds – were used as TV spots as well as online, including as pre-roll ads on YouTube.

The key art was modified and reused for online ads that included a link to the HBO Max website where people could sign up.

Those Who Wish Me Dead online ad

HBO Max released an exclusive “first look” clip featuring a key moment of Faber figuring out why Conner is being pursued and by whom just days before the movie came out.

Overall

It’s a mixed bag here.

On the one hand, there’s a lot of drama that’s created in the campaign. We get the tension inherent in the flight of the two main characters from both the hitmen and the fire they start to either kill or find their quarry. And Sheridan has proven himself as a solid director of emotional stories about characters whose future we care about.

On the other, the trailer and other assets don’t give us a lot of opportunity to actually experience any empathy for those characters. There’s not a lot of detail regarding the story and the trailer in particular is somewhat unclear as to what’s happening. Not only that but given the human cost of forest fires over the last few years it’s hard to see that fire without recalling some very recent stories from the real world.

Still, it’s not unreasonable to overlook a few quibbles and give the benefit of the doubt to the campaign, given the talent involved.