Universal Studios Skips Influencer Screenings for Nolan’s New Film
Universal Studios has chosen to forgo screenings for online influencers in the marketing strategy for Christopher Nolan’s film, Odyssey.
Reportedly, the studio plans to pre-screen only industry professionals, relying instead on “word of mouth” reviews from fan sites and bloggers. This could suggest that they’re quite confident in the film’s appeal, feeling they don’t need the usual influencer buzz. On the flip side, it might also be a tactic to minimize the risk of early leaks that could contribute to the “woke” criticisms that have already begun to swirl around the project.
In recent years, it’s become common for studios to invite influencers and fan sites to pre-screenings to create a positive buzz before a film’s release. Typically, fans tend to be more enthusiastic about movies, especially ones that studios hope will be blockbusters.
Yet, there has been pushback regarding the influence of these online personalities. Even when their early reviews are favorable, professional critics have sometimes issued poor ratings, leaving audiences and enthusiasts feeling that the hype was perhaps a bit too crafted.
In light of this, reports indicate that future releases, like Super Girl, have faced harsher criticism from pros despite initial acclaim from influencers.
Universal has learned from prior experiences, like with Steven Spielberg’s recent works, which, despite initial praise from online supporters, ended up being criticized by mainstream critics.
This choice to overlook influencers may hint at a broader trend where the industry is shifting back towards valuing professional critic assessments.
No matter the reasoning behind Universal’s decision, Odyssey has already faced backlash for being perceived as overly modern and “woke” even before its premiere.
The film draws from the ancient Greek tale attributed to Homer, starring Matt Damon as Odysseus, who returns to Ithaca to rescue his wife and son caught in the Trojan War. It boasts an ensemble of popular actors including Tom Holland, Anne Hathaway, Charlize Theron, and Robert Pattinson.
However, director Nolan has encountered backlash for his choices in costumes that come off as anachronistic, the incorporation of contemporary dialogue, and diverse casting decisions.
Prominent figures, such as Elon Musk, have criticized Nolan for casting Lupita Nyong’o as Helen of Troy—a character who, traditionally, wasn’t depicted as a Black woman. Additionally, a Greek cultural review claimed that the film, inspired by one of Greece’s most celebrated stories, lacks Greek actors altogether.
As a result of this controversy, expectations for the movie have significantly diminished. Tracking firm Quorum notes that the growing disputes are eroding the anticipation surrounding Odyssey.
