Selling Hobbs and Shaw

My latest post for The Hollywood Reporter is a recap of the marketing campaign for The Fast and Furious Presents: Hobbs and Shaw.

The $65 million opening weekend estimated by early tracking would be the lowest for the franchise since 2009’s Fast and Furious, but with the caveat that this is a spinoff entry in the series. To help the movie stand out in a summer dominated by superheroes and remakes — and keep the franchise on track until the next official entry — Universal’s campaign has focused less on the story and more on the reluctant — occasionally hostile — working relationship between Hobbs and Shaw.

You can read the whole thing here.