The main selling point, then, is Lister-Jones. The campaign promises a unique sense of humor and story and that’s all from her. She’s the central focus of the campaign, from the trailers through the press and publicity, and it’s great to see a woman completely taking the reins like this. If you’re on board with that then you’ll be on board with the movie as a whole. The story looks sweet and, for all its issues, is a lot more original than most of what’s circulating around the indie film circuit these days.
Taken as a whole, the campaign has gotten just the kind of support across most channels that any other superhero movie, particularly one featuring a solo hero and not a full team, has received. Like I said there are some points where the counter-point could be successfully argued, but the big picture is one that shows the studio believes in the movie and is putting the money and effort into making it successful, not underplaying or trying to sabotage it.
It’s obviously not the biggest campaign of the week and yes, it’s yet another instance of white people with otherwise comfortable lives who are so emotionally stunted they just can’t deal with being an adult. But it’s a charming campaign that’s powered primarily by Martin’s script and performance. There’s nothing that will leave a huge impression here on the audience as it might fade into the background noise of similar movies, but a few key components including Kline’s performance may set it apart and draw in those who have followed the movie’s trek toward release.