Critics over Influencers.
Universal prioritizes critics over influencers for 'The Odyssey' world premiere.
Key Points
Universal reports unprecedented pre-sales for The Odyssey, signaling strong demand ahead of its critics-first rollout.
The Odyssey was filmed on location across Greece, Morocco, Italy (including 'goat island' in Sicily), Iceland, and Scotland, underscoring its globe-trotting production.
Damon described Theron as a 'boss' on set, recounting that she endured scenes in a 30-to-40 mph wind with sand ripping into her eyes, illustrating on-set resilience.
Beyond Damon, The Odyssey's ensemble includes Anne Hathaway, Tom Holland, Robert Pattinson, Lupita Nyong'o, Zendaya, and Charlize Theron.
Some industry observers point to influencer campaigns backfiring—citing cases like Warner Bros.' Supergirl and Disney's Mandalorian/Grogu event—as context for Universal's influencer-free approach.
Universal Pictures is skipping influencer screenings for Christopher Nolan's The Odyssey, opting instead for a critics-first rollout after the film's world premiere in London on July 6, Deadline Hollywood reports. The studio says it has recorded "unprecedented pre-sales" for the film, which opens wide in the US and UK on July 17.
The move breaks from five years of social-media-heavy film marketing. Universal is betting that professional critics and IMAX spectacle — not influencer reaction videos — will drive audiences to theaters, according to Variety.
Why Universal Is Ditching the Influencer Playbook
Universal confirmed on June 20 that lifestyle and social media influencers will not receive early screenings. Instead, review embargoes for accredited critics lift immediately after the London premiere, The Hollywood Reporter noted. The strategy is reportedly championed by Donna Langley, chairman of NBCUniversal Studio Group, who wants to align the film with "long-term cinematic legacy" over "short-term digital chatter."
Industry analysts at Goldman Sachs say this approach only works because of the "Nolan Brand." For any other director, skipping influencer events would signal weakness. For Nolan, they say, it signals prestige confidence. Motion Pictures noted that Universal is looking to replicate the slow-burn success of Oppenheimer, which leaned on critical consensus to sustain a months-long theatrical run in 2023.
Recent Influencer Backfires Gave Studios Cold Feet
The decision did not come out of nowhere. Industry observers point to two recent cautionary tales: Warner Bros.' Supergirl and Disney's Mandalorian/Grogu event. In both cases, influencers raved early, creating a hype bubble. When professional critics and general audiences saw the films, reactions were far cooler. The result was accusations of "manufactured buzz," according to The Hollywood Reporter.
Influencer marketing agencies are unhappy with Universal's call. Representatives argue that skipping social screenings ignores moviegoers under 30, who get their film news almost entirely from TikTok and Instagram, according to AdAge. Some digital outlets have framed the move as an "outdated refusal" to accept how media consumption has changed.
The Film That Made Universal So Confident
The Odyssey is the first feature ever shot 100% on IMAX 15/70mm film cameras — going further than Oppenheimer, which used IMAX only for select sequences. Production spanned five countries: Greece, Morocco, Italy, Iceland, and Scotland. The ensemble cast includes Matt Damon, Anne Hathaway, Tom Holland, Robert Pattinson, Lupita Nyong'o, Zendaya, and Charlize Theron, Castanet reported.
Damon called Theron a "boss" on set. He told Deadline Hollywood she "endured scenes in a 30-to-40 mph wind with sand ripping into her eyes" during filming in Morocco. That kind of on-location commitment, Universal believes, produces a film that needs to be seen on the biggest screen possible — and that critics, not influencers, are best placed to make that case.
What Success Could Mean for Hollywood's Marketing Playbook
If The Odyssey lands well, the ripple effects could be large. Skipping influencer events could save studios millions in costs — private screenings, gifting, and travel for creators add up fast. That money could shift back to traditional PR or premium "experiential" marketing, according to The Movie Blog.
Theater owners are watching closely. A critics-first win for The Odyssey could push studios to demand longer exclusive theatrical windows for other prestige titles. The July 17 release is already expected to drive record IMAX and 70mm ticket sales. The London premiere on July 6 will be the first real test of whether Universal's bet pays off.
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