Selling The Invisible Man

My latest post for The Hollywood Reporter is a recap of Universal’s marketing campaign for The Invisible Man.

The marketing campaign Universal is running has downplayed the “monster” elements and instead is selling the movie as a story of an abused woman who reclaims the power taken from her. Early reviews have been largely positive, resulting in an 86 percent “Fresh” rating on Rotten Tomatoes. Here’s a look at the promo campaign.

You can read the whole thing here.

Selling The Call of The Wild

My latest post for The Hollywood Reporter is a recap of the marketing campaign for The Call of The Wild.

To sell the movie Disney has created a campaign that emphasizes both the heartfelt nature of the story and the life-or-death nature of the wilderness over a century ago, putting Ford at the center of its promos.

You can read the whole thing here.

Selling Sonic The Hedgehog

My latest post at The Hollywood Reporter is a recap of the marketing campaign for Sonic The Hedgehog.

…the promo campaign for the film stumbled almost immediately out of the gate, as fans were disappointed in the first looks Paramount offered of the title character. That lead to delays to make changes and a marketing push that had to work top regain audience interest and approval.

You can read the whole thing here.

Selling Birds of Prey

My latest post for The Hollywood Reporter is a recap of Warner Bros.’ marketing campaign for Birds of Prey.

The campaign has created and reinforced a bright, colorful brand identity since it kicked off in September of last year. Those first few posters and the first first trailer seek to extend the neon-infused elements that were featured in the marketing for 2016’s Suicide Squad. That makes sense given the Harley Quinn connection, but the overall tone was still a little dark and dour.

You can read the whole thing here.

Selling The Assistant

My latest post for The Hollywood Reporter is a recap of the marketing campaign for The Assistant.

It’s hard to overstate how timely Bleecker Street’s new drama, The Assistant, is as it hits limited release in four theaters this weekend.

You can read the whole thing here.

Selling The Gentlemen

My latest marketing recap column for The Hollywood Reporter covers the campaign for STX’s The Gentlemen from director Guy Ritchie.

STX has been selling the film as a violence-filled comedy that’s very on-brand for Ritchie, one where the veneer of polite society masks the seedy underbelly of the drug-selling underworld. The pic clocks in at a 76 percent “fresh” rating on Rotten Tomatoes so far. The following is a look at the marketing campaign.

You can read the whole thing here.

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.

Selling Spies in Disguise

My latest column for The Hollywood Reporter is a recap of the marketing for Sony’s animated Spies in Disguise.

The movie is loosely based on a 2009 short film from Lucas Martell of animation studios Mighty Coconut titled Pigeon: Impossible that can be watched in its entirety on YouTube. Fox/Disney’s campaign has emphasized the humor of an animated pigeon featuring Smith’s voice to attract audiences. The movie currently sports a 72 percent “fresh” rating on Rotten Tomatoes.

You can read the whole thing here.

Selling Star Wars: The Rise of Skywalker

My latest marketing recap column at The Hollywood Reporter covers Disney’s massive campaign for Star Wars: The Rise of Skywalker.

The Rise of Skywalker comes as the end cap to what is now a nine film series, just as creator George Lucas long said he originally envisioned. At the center of all the films — aside from the spinoff movies like Solo and Rogue One — has been the Skywalker family. First Anakin (the Prequels), then Luke and Leia (the Original Trilogy) and now Kylo.

That’s exactly how the film has been sold in a campaign that kicked off in April and has gained steam over the subsequent months. With tracking tracking estimating an opening weekend of up to $200 million, anticipation for how the story concludes, what lingering questions will be resolved and what it means for the future of the galaxy far, far away is high.

You can read the whole thing here.

Selling Jumanji: The Next Level

My latest post for The Hollywood Reporter is a recap of Sony’s marketing campaign for Jumanji: The Next Level.

Sony’s marketing for the film has sought to make the movie seem familiar to the audiences that made the first movie a success while also highlighting the changes to the story, especially the incorporation of DeVito and Glover to the cast. Reviews have been generally positive, giving it an 68 percent “Fresh” rating on Rotten Tomatoes.

You can read the whole recap here.