My latest marketing recap for The Hollywood Reporter covers DisneyPixar’s campaign for Toy Story 4. Disney’s marketing campaign has hit all the beats that viewers expect, but has gone light on story details as it seeks to sell audiences on the return of characters they’ve loved for over two decades. You can read the whole … Continue reading Selling Toy Story 4
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 … Continue reading Selling Men In Black – International
My latest marketing recap at The Hollywood Reporter is for Dark Phoenix, the latest - and last - entry in Fox’s X-Men franchise. Thus the stage is set for what’s hoped is a more faithful adaptation. Or it would have been, but right now Dark Phoenix sits at just 23 percent on review aggregator Rotten … Continue reading Selling DARK PHOENIX
North Face is not, by any means, the first company to try and alter their own Wikipedia entry for marketing-related purposes. They might, though, be the first to so publicly tout doing so and have their success presented as a successful effort to overcome the “obstacle” presented by the site’s own dictum that such efforts … Continue reading The Egg on North Face
My latest marketing recap for The Hollywood Reporter covers the campaign for Warner Bros.’ Godzilla: King of the Monsters. Audiences could be forgiven for not immediately realizing that this week’s Godzilla: King of the Monsters is the third film in what’s been dubbed the “MonsterVerse” from Legendary and Warner Bros. While it’s a direct … Continue reading Selling GODZILLA: KING OF THE MONSTERS
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 … Continue reading Selling Aladdin
My latest marketing recap for The Hollywood Reporter covers the Continental-heavy campaign for John Wick: Parabellum. This time around Wick is on the run from other assassins, having broken a cardinal rule of the industry by killing one of their own. Everyone is after him to claim the $14 million price that’s been put on … Continue reading Selling John Wick: Parabellum
My latest marketing recap for The Hollywood Reporter covers the campaign for Pokemon: Detective Pikachu. The movie, co-produced by Warner Bros. and Legendary, is the first attempt to bring the Pokemon franchise to the big screen in a decade and the first time it’s taken a hybrid live-action/animation approach.To that end, it’s given the movie … Continue reading Selling Detective Pikachu
My latest column at Adweek is about a buzz-building campaign Warner Bros. has been running to build anticipation for IT: Chapter 2's first trailer. With the first movie such a success, it’s no surprise that Warner Bros. is starting to roll out the marketing for this year’s It: Chapter 2. The movie, scheduled for release … Continue reading Warner Bros. Goes Influencer for IT: Chapter 2 Tease
My latest contribution to The Hollywood Reporter is a recap of the marketing for Long Shot. Seth Rogen takes another stab at playing a romantic leading man, albeit one still very Rogen-esque, in Lionsgate's Long Shot, in theaters on May 3. Previously titled “Flarsky” after Rogen’s character, the story follows Jeff Flarsky, a successful journalist who … Continue reading Selling Long Shot
