Selling How to Train Your Dragon: The Hidden World

My latest post for The Hollywood Reporter is a recap of the marketing campaign for How to Train Your Dragon: The Hidden World.

As of Feb. 19, The Hidden World has already grossed over $175 million overseas ahead of its U.S. bow. And a 98 percent Rotten Tomatoes score also bodes well, but the movie arrives amid the slowest winter box office period in almost a decade, one where sequels in particular aren’t performing as well as expected. Here’s a look at the rollout of the film’s marketing.

via ‘How to Train Your Dragon 3’ Bets On Familiar Formula In Marketing | Hollywood Reporter