Over the last few years, we’ve seen studios increasingly courting social media influencers. It’s typically a sure bet to get some early positive buzz for a project; invite a bunch of influencers to see the latest blockbuster and sit back as they proclaim it the greatest thing since Citizen Kane. But Universal Pictures isn’t going that route with The Odyssey, as the studio has decided to skip influencer screenings for Christopher Nolan’s latest epic.
No Influencer Screenings for The Odyssey
After the global premiere screening of The Odyssey on July 6, Universal will begin screening the film for critics. If Universal gets enough mileage out of skipping influencer screenings for The Odyssey, the move could catch on as a new kind of studio flex — one that makes influencer screening campaigns look more like damage control.
However, these early junket screenings aren’t going away, and not everyone invited to these events is an “influencer”; many are passionate film fans and journalists who have been writing professionally for years. In an ideal world, I think there should be room for everyone.
Supergirl
It’s possible this choice was always Universal’s plan, but it’s interesting that it arrives after fans have called out Warner Bros. for the overly positive influencer reactions towards Supergirl. Some have even slammed the studio for running influencer reviews as ads on its official social media.
The initial reactions to the DC film were largely glowing, but once the reviews started rolling in, it felt like there was a major disconnect. Our own Chris Bumbray was pretty mixed on the film, saying that Milly Alcock is great, even if the movie she’s starring in is disappointingly generic. You can check out his full review right here.
The recent campaigns for The Mandalorian and Grogu and Disclosure Day were also met with skepticism due to their use of influencers.
The Odyssey
The upcoming Nolan movie stars Matt Damon, Tom Holland, Anne Hathaway, Charlize Theron, Jon Bernthal, Robert Pattinson, Mia Goth, Zendaya, Elliot Page, John Leguizamo, Samantha Morton, Ryan Hurst, Logan Marshall-Green, Lupita Nyong’o, Josh Stewart, Benny Safdie, Corey Hawkins, and Elyes Gabel.
The Odyssey is based on an ancient Greek poem by Homer that tells the tale of Odysseus, King of Ithaca, and his journey home after the ten-year Trojan War. The trip was perilous, including encounters with the Cyclops Polyphemus, the Sirens, and the witch-goddess Circe. At home, Odysseus is presumed dead, and his wife Penelope and son Telemachus must contend with groups of unruly suitors who each want Penelope’s hand in marriage to control the kingdom.
The film is set to be released in theaters on July 17.
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