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Universal Studios Will Not Have Influencer Screenings For Christopher Nolan’s The Odyssey
Influencers denied entry // Illustration by Kate Walker with ChatGPT
Universal Studios has decided to forgo the influencer screenings for Christopher Nolan’s new film, The Odyssey.
The Big Picture: In recent years, influencer marketing has been used to create buzz around new movies. That said, Universal is changing its approach by hosting only film critics’ screenings after The Odyssey’s London premiere on July 6. The decision comes as movie fans grow increasingly skeptical of the authenticity of influencers’ opinions.
Frame By Frame: There have been multiple incidents that may have influenced the choice:
While Universal did host an influencer screening for Steven Spielberg’s Disclosure Day, it came under scrutiny for the exaggerated reviews.
Disney recently faced backlash after Pedro Pascal surprised a group of “fans” at Disneyland to promote The Mandalorian and the Grogu. The catch? They were all Star Wars influencers.
Influencers raved about Supergirl after an early screening, fueling skepticism among fans — especially after the film scored a measly 56% on Rotten Tomatoes.
The Epilogue: Universal also may not feel the need to host an influencer screening given the hype surrounding The Odyssey and its confidence in the film’s potential success. There has been a ton of buzz around the project ever since it was first announced — not only because of its A-list cast, but also because a Christopher Nolan movie is practically guaranteed to be a box office hit.
The Future: Influencer screenings aren’t going away anytime soon, but don’t be surprised if they aren’t always held — or if the guest list becomes increasingly selective. As audiences grow more skeptical, an influencer’s credibility may become just as valuable as their reach.
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Today’s email was written by Allison Hunt and Kait Cunniff.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.