(Image: Universal Pictures)
It's standard practice for studios to manage the buzz around a film, but a strategy that has become increasingly prevalent in Hollywood in recent years has rubbed many traditional media outlets and film fans the wrong way.
The model involves studios inviting social media influencers and key opinion leaders to exclusive screenings at the start of a film's promotional campaign, hoping they will share a first wave of positive reactions online to generate buzz and set a positive tone. Generally, these influencers are far more lenient in their assessments than traditional film critics; their reviews are often short, overwhelmingly positive, and delivered with enthusiastic flair. While traditional journalists are sometimes invited to these events, they typically make up a small minority of attendees.
(Image: Universal Pictures)
However, because these influencers' standards are often so forgiving, some films they've lavished with praise see their critical reception plummet upon wide release, occasionally creating a stark contrast. This has led to a growing distrust among audiences toward traditional media and critics, with many questioning their honesty. In reality, the reviews from traditional outlets—who are usually embargoed until much later—often differ significantly from the influencer takes, but by then, the general public has already been inundated by the initial wave of hype, leaving little room to discern the difference.
(Image: Universal Pictures)
Now, however, at least one studio is deciding to ditch this playbook. Universal Pictures has reportedly decided not to hold influencer-specific screenings for Christopher Nolan's upcoming film, "The Odyssey." Instead, the studio will wait until after the film's world premiere in London on July 6 before beginning its screenings for critics. However, media speculation suggests this move isn't necessarily a genuine effort to reform industry practices but rather a reflection of Universal's immense confidence in the quality of "The Odyssey," believing the film doesn't need manufactured hype to succeed at the box office.