My latest post for The Hollywood Reporter is a recap of the marketing campaign mounted by Sony Pictures for Men In Black: International.

Sony’s campaign for Men In Black: International features the same slick technology and humor the franchise is known for. A $30 million stateside opening weekend tracking estimate (which would mark a franchise low) speaks to a challenge that marketing for the movie faces. It hasn’t been helped by reviews as the film sits at a less than mediocre 30 percent on Rotten Tomatoes and 43 percent on Metacritic.

Read the whole recap here.

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