Influencer previews risk overhyping films, backfiring at box office

Universal's decision to skip traditional 'word of mouth' screenings for Christopher Nolan's 'Odissea' sparked debate about influencer previews creating excessive expectations. While Universal initially claimed no such screenings, selected influencers still saw the film early alongside press. Steven Spielberg's 'Disclosure Day' exemplifies the risk: enthusiastic influencer reactions contrasted with critical reviews, and the film's box office dropped 60% in its second weekend. Influencer and creator involvement surged during the 2023 actors' strike, with 'Barbie' as a key example where Warner Bros. gave influencers red carpet access and exclusive content opportunities. For smaller films, influencers may be paid; for blockbusters like 'Barbie' and 'Odissea', invitations suffice. The strategy aims to turn releases into events, but growing awareness of selection bias—where only likely positive reactors are invited—undermines effectiveness. Amber Muotto, a UK entertainment promoter, noted that influencers fill gaps when press coverage for small films is hard to secure.