Christopher Nolan has always been a singular filmmaker, and his latest decision regarding The Odyssey could start a new trend.
Screening a movie for critics before it premieres in theaters worldwide has been going on for decades. However, a new trend of inviting social media influencers to these screenings has taken over Hollywood. The idea is to capitalize on the influencer’s popularity by allowing them to see the movie beforehand and share their reaction with their followings.
The Odyssey will not be partaking in this trend. After Nolan’s epic has its world premiere on July 6, it will then be screened by professional film critics. Universal will not invite fan-site bloggers and influencers to these advanced screenings.
Why Christopher Nolan’s The Odyssey skipped influencer screenings
Influencers and general word-of-mouth practices can still elevate a movie’s perception in the general public. Look at Obsession, a $750,000 movie that has grossed $339 million worldwide. That movie got stronger after its opening weekend, and a lot of that can be attributed to the online discussion it sparked. It became a must-see theatrical experience.
However, several recent examples of influencer marketing backfired for major studio films. The Mandalorian and Grogu experienced backlash after Pedro Pascal surprised tourists at Disneyland dressed as Din Djarin. However, the tourists turned out to be influencers and Star Wars bloggers.
The first Supergirl reactions were extremely positive, with many praising the DCU film starring Milly Alcock in the titular role. The critical reaction to the film told a different story, as Supergirl opened with a poor 59% on Rotten Tomatoes.
This seems to be a growing problem in Hollywood. Influencers are overreacting with praise, while the critics are much more reserved. It’s only creating distrust among moviegoers.
Nolan, who is as old school as it gets, won’t be taking any chances with influencers. Frankly, this is the right decision for a filmmaker of his caliber. The Odyssey is probably the movie event of the summer. He doesn’t need fan bloggers to generate more interest in the movie. It’s already shattering pre-sale ticket records for Imax. There’s no need for Universal to risk having an influencer marketing stunt backfire. Just let the movie speak for itself.
The smaller movies from lesser-known filmmakers probably still need to rely on word-of-mouth screenings beforehand. However, a movie like The Odyssey doesn’t need that same push. If Nolan’s gamble pays off, I expect other top filmmakers with blockbuster projects to follow suit and avoid the influencer screenings.
