Newsletters
Universal Pictures has decided not to hold word-of-mouth screenings, often called influencer screenings, for Christopher Nolan's upcoming epic, "The Odyssey." Instead, the studio will show the film directly to professional critics after its global premiere in London on July 6. The movie will be released in theaters worldwide on July 17.
The move marks a departure from a practice that has become standard across major Hollywood studios. Word-of-mouth screenings typically involve fan-site bloggers and social media influencers being invited to see a film before its official release, with the expectation that they will share reactions online. These reactions, often favorable, are intended to build early public interest ahead of critical reviews.
Universal's decision comes as audience skepticism toward influencer-generated content has grown. Fans and media observers have become more attuned to the relationship between studio marketing departments and social media personalities, raising questions about the credibility of pre-release enthusiasm.
The studio has previously used influencer screenings. For its recent release, "Disclosure Day," Universal held events that produced highly positive social media reactions. One widely circulated blurb described the film as "Spielberg's best film in 20 years." The phrase attracted criticism from detractors and was referenced in several professional critics' reviews.
This trend has been seen with other studios as well. Warner Bros.' "Supergirl" got a lot of early praise from influencers, with one calling it "the best blockbuster of the summer." However, people online were skeptical. When critics reviewed the film, it averaged 59% on Rotten Tomatoes, much lower than the early influencer reactions suggested.
Disney also faced backlash over a stunt involving actor Pedro Pascal, in which fans were invited to what seemed like a spontaneous encounter at Disneyland. The moment was presented online as an unplanned surprise, but was quickly identified as a staged marketing effort tied to "The Mandalorian and Grogu."
"The Odyssey" is an ancient Greek epic attributed to Homer. The film follows Odysseus, the Greek hero who embarks on a prolonged and harrowing journey home after the Trojan War, seeking to return to the Kingdom of Ithaca and reunite with his wife and son.
Matt Damon stars as Odysseus. Tom Holland plays his son, Telemachus. Anne Hathaway is Penelope, Odysseus' wife, and Charlize Theron plays the nymph Calypso. Robert Pattinson is Antinous, a suitor who wants to marry Penelope and rule Ithaca. John Leguizamo plays Eumaeus, Odysseus' loyal servant, and Jon Bernthal is Menelaus, the king of Sparta and brother of Agamemnon.
2 min read
Whether Universal's approach signals a wider shift in how major studios handle pre-release campaigns remains to be seen. Should the decision attract significant attention in the industry, other studios could adopt a similar strategy—positioning the absence of influencer screenings as a marker of confidence in a film.
Conversely, studios that continue to hold such events may face heightened scrutiny of their motivations.
Set as preferred source
Set as preferred source
1 min read
