Few Hollywood events come with more built-in buzz than the release of a new Christopher Nolan movie. That tends to be the case no matter what the British writer/director releases, but expectations are particularly high for “The Odyssey,” Nolan’s follow-up to his Oscars-sweeping “Oppenheimer” that seemingly stars half of Hollywood’s A-list actors in an adaptation of one of Western literature’s most iconic stories. And Universal appears to be so confident in the film‘s ability to enter the zeitgeist that it is reportedly planning to skip a contemporary marketing channel.
THR reported that Universal is opting not to hold word-of-mouth screenings, in which films are screened in advance for influencers who can spread the word about them, for “The Odyssey.” These screenings are typically held before journalists and critics get a chance to see the film, ensuring that the initial wave of coverage for a film consists of overwhelmingly positive social media takes. The London premiere for the film is on July 6.
A representative for Universal did not immediately respond to IndieWire’s request for comment.
There are several reasons why a studio might opt to skip word-of-mouth screenings, particularly for a film that is not expected to have a problem reaching audiences. The choice could be motivated by secrecy, as Nolan films are famous for keeping things close to the vest until release day. Just like the director’s films skip festivals and initially rely on minimalistic marketing, passing on early screenings could be interpreted as another way to ensure audience members go into the film unspoiled. There’s also a growing sense that influencer reviews are less valuable than they once were, particularly to audiences that are particularly dialed into the film industry and see the positive early reviews as transactional. Either way, early demand for tickets in premium formats suggests that Universal might not have much to worry about.
“The Odyssey” stars Matt Damon, Anne Hathaway, Tom Holland, Zendaya, Charlize Theron, Lupita Nyong’o, Mia Goth, Benny Safdie, Charlize Theron, Jovan Adepo, Jon Bernthal, John Leguizamo, Travis Scott, and Elliot Page. Nolan writes and directs, reuniting with some of his frequent below-the-line collaborators including cinematographer Hoyte van Hoytema and composer Ludwig Göransson.
Universal is set to release “The Odyssey” in theaters on Friday, July 17.
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