Selling Bad Boys For Life

My latest column for The Hollywood Reporter is a recap of the marketing for Sony Pictures’ Bad Boys For Life.

With tracking estimating a $38 million to $50 million holiday opening weekend, Columbia’s campaign has positioned the movie as very much a throwback to the kind of movies associated with Michael Bay, who directed the original. In fact, they’re the kind of movies he’s still making, as evidenced by the recent Netflix original 6 Underground. That means lots of explosions, lots of comedic banter and more explosions from directors Adil El Arbi and Bilall Fallah as well as writers Chris Bremner, Peter Craig and Joe Carnahan.

You can read the whole thing here.