They may not have been the most successful at turning out the public, by my latest Adweek piece covers what I felt were the most memorable movie campaigns of 2016.
There were a number of notable trends this year when it came to marketing Hollywood’s latest releases. There was, of course, a heavy reliance on nostalgia, as studios pulled out titles that hadn’t been touched for over a decade, like Independence Day, Bridget Jones and others for “legacy sequels” that hoped to rekindle some of that old magic. And superheroes continued to be available regularly, with Batman v Superman: Dawn of Justice, Doctor Strange and other costumed choices at the box office. It was also a year when a few trends started to solidify in terms of platforms and tactics. Studios are regularly hosting Facebook Q&As with stars in the weeks before release. Snapchat is becoming a regular platform as well, both for organic stories and paid executions such as the “Snap to Unlock” ads run for The Girl on the Train, Passengers and other movies. Official websites are also becoming less and less essential, with many movies putting up placeholder sites with little to no information, or skipping owned sites altogether.