There’s really not much more to say. Either the elements of the campaign are doing that on their own – the trailers and posters would fall into that category – or things like the images online are telling you that it will happen and you should prepare yourself. For some people that message is going to work really well and for others it won’t.
For the most part, though, it’s just about making sure people understand that the new movie is coming out and that it’s going to be as mindlessly half-enjoyable as the first one was. There’s nothing about the campaign that sticks in my memory at all – I have to keep going back and reminding myself of certain things – but I know it’s coming out, which is all that matters. Comprehension is secondary to awareness in most things but especially, it seems, here.
But – and this is a point I will hammer home as many damn times as it takes before Hollywood stops it – it suffers from Perspective Disorder, where sometimes it wants to take you fully into Conner’s world and have it be him that you’re following and who’s pitching you this documentary on his life but at the same time can’t stop selling you the movie as it exists in this world. That continues to be a problem I just can’t get past and so points are being deducted accordingly. It’s still a decent campaign, though, for a movie that looks fairly amusing.
It’s a small campaign but, as I said before, that’s not hugely surprising. The main element is the trailer, which works to sell an independent movie with a vibe all its own and a performance by Hightower that looks to be deeply moving. The movie is relying mostly on word of mouth from the critics that saw it at Sundance and have continued singing its praises over the course of the intervening months.