‘The Odyssey‘ is going the unusual route to the big screen, bypassing one of Hollywood’s most prevalent marketing strategies today. The studio will not hold “word of mouth” screenings for social media influencers. It will first screen the film for professional critics after its global premiere in London on July 6.
The decision immediately sets ‘The Odyssey’ apart from many recent blockbuster releases that rely on enthusiastic online reactions to build pre-release hype.
‘The Odyssey’ Bets On Critics Instead Of Social Media Buzz
Over the past few years, the screening of influencers has become a regular part of the marketing strategies used in most blockbuster marketing campaigns. Studios also send content creators and fan-site personalities to watch movies before the critics so that they can give their “spoiler-free” first impressions on social media.
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These reactions often occur before formal reviews are published, and they can be very exciting. However, with ‘The Odyssey’, it seems Universal is going a different route. The studio is making a statement. It’s making it clear that it believes Nolan’s movie is worthy of its own merits and not relying on influencers.
It’s a gesture that seems appropriate for Nolan, who has long been a filmmaker who has depended more on the reputation of the movies than social media. In fact, the plan indicates that Universal is hoping that the film will be the catalyst for the discussion and not the viral response.
‘The Odyssey’ Marks A Changing Landscape For Movie Marketing
The move also comes at a time when viewers are growing skeptical of campaigns that rely on influencers. A few recent blockbusters have already been hailed as a social media triumph, but met with a much more mixed response in the critical press.
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This disconnect has led to discussions about the extent to which influencer responses are now tied to a studio’s marketing. That’s why many viewers now wait for critics before making up their minds as to whether the hype is worth it.
It’s a change that’s not unprecedented for Universal, as they’ve had success with influencer screenings before. However, the plan might inspire other studios to reconsider their approach when releasing big-budget movies.
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