Universal Is Skipping Influencer Screenings for ‘The Odyssey.’ Film Critics Are Thrilled
Universal Studios' decision to forgo influencer screenings for "The Odyssey" marks a notable departure from industry norms. By doing so, the studio is putting its faith in the traditional publicity cycle, where professional critics' reviews drive initial word-of-mouth. This approach is seen as a vote of confidence in the film's quality, as well as a nod to the critical community. Influencers, who often provide effusive and uncritical praise on social media, will still get to see the film, but not before professional critics. The film's July 7 global premiere in London will be followed by screenings for critics, who are eager to share their thoughts on Nolan's ambitious adaptation of Homer's epic poem.
The decision reflects a broader shift in the way studios approach film promotion. With the rise of social media, influencers have become increasingly important in shaping public opinion. However, critics argue that their opinions often lack depth and critical analysis. By prioritizing traditional press screenings, Universal is signaling that it values the opinions of professional critics, who are trained to provide thoughtful and nuanced evaluations of films. This approach may also help to mitigate the impact of negative reviews, which can be amplified by influencers' glowing praise. Nolan's film is generating significant buzz, with ticket sales already shattering records, including the most seats sold in a 24-hour period at BFI Imax.
The implications of this decision are multifaceted. On one hand, it may help to restore the credibility of film criticism, which has been eroded by the proliferation of social media influencers. On the other hand, it may also alienate influencers who have become accustomed to being courted by studios. As the film industry continues to evolve, it will be interesting to see whether other studios follow Universal's lead. Will this approach pay off for "The Odyssey," which is projected to open with a massive $80 million to $100 million? Only time will tell, but for now, critics are celebrating the studio's bold move. Tim Grierson, senior US critic for Screen International, notes that this approach may endear critics to the film, potentially leading to more favorable reviews.
Key Takeaways
Universal Studios has opted to skip influencer screenings for "The Odyssey," prioritizing traditional press screenings instead.
The decision has been widely praised by film critics, who see it as a vote of confidence in their opinions.
The move reflects a broader shift in the way studios approach film promotion, with a renewed focus on traditional critical evaluations.
The film's success, projected to open with $80 million to $100 million, will be closely watched to see if this approach pays off.
About the Source
This analysis is based on reporting by Wired. Here is a short excerpt for context:
With discourse about Christopher Nolan’s epic already raging, first viewer reactions will come from mainstream press, not content creators. Some critics are gloating over this break from the norm.Read the original at Wired
