These Are the 8 Best Movie Marketing Campaigns of 2018 (So Far): Amid all that, a handful of campaigns have really jumped out as being notable both for their creativity and their ability to drive audiences to theaters. Some of these are for significant blockbusters, others are for smaller films that might not have played near you. But all are worth paying attention to for the ways they helped the movies they supported stand out in people’s minds.

The Hollywood Reporter

‘The Darkest Minds’ YA Adaptation Bets on Dystopian Love Story: To counter possible market malaise, Fox has mounted a campaign has played up the emotional aspect to the story. The film, opening Friday, is tracking to open in the low teen millions in its stateside debut and is currently sitting at 14 percent on review aggregator Rotten Tomatoes.

Cinematic Slant

Hollywood Loves Selling to NBA Fans: If the NBA loves Hollywood, Hollywood might love the NBA more, especially as a means to reach the league’s fanbase.

The Evolution of Mission: Impossible’s Marketing: For as much as the franchise has become defined by these standout scenes, it’s notable that the marketing has not always used them as key selling points for the audience. That value proposition only came into usage after 2006, splitting the franchise’s marketing messages into two distinct periods.

The Miseducation of Cameron Post – Marketing Recap: I feel like there was a chance for the movie to launch a bigger campaign but it never really got off the ground. It’s not that the campaign was bad, it’s just that the Sundance momentum was largely squandered with the marketing didn’t really kick off until early July, less than a month before scheduled release.

The “Best” Movie Trailer is the One That Achieves Its Goals: Ultimately though the movie trailer is a marketing tool meant to move the audience down the marketing funnel. It’s either generating awareness, interest or action.

Christopher Robin – Marketing Recap: You have to hand it to McGregor and Atwell, both of whom seem totally game to engage in the kind of silliness this campaign often called for. That’s all done in the name of selling the movie as a welcome respite from the real world and the reminder that occasionally dipping into unbridled imagination is good for one’s soul.

Life Lessons are Learned in These Recent Adult Road Trip Movies: A few recent movies show that screenwriters have rediscovered the road trip as a way to put two or more people together for extended periods of time. Not only that, but it’s been used on at least three separate occasions as a way for children to reconnect with their estranged elderly parents.

The Spy Who Dumped Me – Marketing Recap: It’s obvious Lionsgate has wisely decided the premise of the movie is secondary to the core selling point: The comedic interplay of McKinnon and Kunis. That’s a strong bet to make.

Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.