Selling Aladdin

My latest marketing recap for The Hollywood Reporter covers the campaign for Disney’s live-action (sort of) remake of Aladdin.

This new version, opening during the busy Memorial Day holiday weekend, uses that cast to tell a story that pulls generously from the original while adding some new elements to give the audience something original. The marketing — posters, trailers, billboards, paid social media buys — has relied heavily on nods to the 1992 animated classic to present the movie as something both familiar and as nostalgic as possible.

via Disney Conjures Nostalgic Magic to Sell ‘Aladdin’ Remake | Hollywood Reporter

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