It’s a show of strength worthy of Odysseus.
Universal has decided to skip having word-of-mouth (a.k.a. influencer) screenings for Christopher Nolan‘s The Odyssey.
Instead, after the film’s global premiere screening in London on July 6, the film will begin screening for film critics.
The move bucks the trend of studios getting ahead of professional reviews by inviting fan-site bloggers and influencers to see major releases in advance and then letting them post (often highly enthusiastic) mini reviews on social media.
Studios typically make the decision whether to have word-of-mouth screenings on a case-by-case basis depending on the film, but it has become pretty standard procedure for films that are aiming for popcorn movie blockbuster status.
Universal’s decision also comes at a time when fans have gotten savvier about the relationship between studio marketing departments and influencers.
Disney, for example, was quickly called out for using influencers in a viral stunt where The Mandalorian and Grogu star Pedro Pascal surprised a group of fans at Disneyland (the moment was presented online as if Pascal had appeared before unsuspecting regular tourists).
Recently, extremely positive influencer reviews for Warner Bros.’ Supergirl (“the best blockbuster of the summer!”) were met with strong skepticism in some corners online. The official critic reviews for the film have been considerably more negative, with the film averaging 59 percent on Rotten Tomatoes.
Universal previously had influencer screenings for Disclosure Day, which were very positive. One viral blurb — “Spielberg’s best film in 20 years” — got dragged a bit by the film’s detractors, and was referenced in a couple critic reviews.
It’s way too early to say if movie influencers are losing, well, influence. But if Universal’s decision to skip such screenings for The Odyssey gets enough attention, other studios could more frequently adopt the move as a confident flex — while studios who opt for such preview screenings might start to be more widely seen as trying to hide the ball.
The Odyssey lands in theaters July 17. The film tells the story of Greek hero Odysseus’ long, torturous and fantastical trip home from the Trojan War, back to the Kingdom of Ithaca to save his wife and son. The film stars Matt Damon in the lead role, and also features Odysseus’ son, Telemachus (Tom Holland); Odysseus’ wife, Penelope (Anne Hathaway); the nymph Calypso (Charlize Theron); and Penelope’s sniveling suitor, Antinous (Robert Pattinson), who is seeking to marry the queen and become the ruler of Ithaca. The film also features Odysseus’ servant Eumaeus (John Leguizamo) and Jon Bernthal as Menelaus, the Greek king of Sparta and Agamemnon’s brother.
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