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Universal Pictures has reportedly decided to skip holding ‘influencer’ screenings for Christopher Nolan‘s “The Odyssey”.
Instead, the film will have its world premiere in London on July 6th, which will then be followed by regular film critics’ screenings.
In recent years, studios have tried to get ahead of professional reviewers by inviting fan-site bloggers and social media influencers to major releases early and letting them post mini-reviews on their channels.
In recent times, that approach has backfired, as fans have become much more sceptical of the often gushing praise that comes from these screenings and influencer’s relationships with studio marketing departments.
Both a rather transparent “The Mandalorian and Grogu” marketing stunt video, and the gushing influencer praise for both “Disclosure Day” and “Supergirl” ahead of more mixed regular reviews for both films have seen these influencer screenings come under fire.
“The Odyssey” is set to open in cinemas on July 17th.
Source: THR
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