Started out the week by reviewing the marketing of The Emoji Movie, which emphasized cheap sight gags and poop jokes over anything resembling heart or soul. The campaign for Atomic Blonde was just as slick and cold in its own way but never seemed quite as callous, more like the unemotional spy in the story. Brigsby Bear wrapped up several months of good buzz with a campaign that tried to hold on revealing story details as long as possible. Finally, Netflix’s marketing of The Incredible Jessica James made sure to firmly hang its audience appeal on the positive, self-assured persona of writer/star Jessica Williams.

We also celebrated Shark Week by flashing back to the 1975 campaign for Jaws and nodded to the first movie to take us inside the world of personal electronics, 1982’s TRON.