The Odyssey Isn’t Taking the Influencer (Screening) Approach to Christopher Nolan’s Newest Release
Taking a risk or playing it safe?
Christopher Nolan’s The Odyssey is taking a bold step by skipping influencer screenings entirely, going straight to professional critics instead. According to The Hollywood Reporter, Universal has decided to forgo the usual word-of-mouth screenings that have become a staple for big summer blockbusters, opting to screen the film for critics first after its global premiere in London on July 6.
The move is a clear departure from the trend of studios relying on social media influencers to generate hype before a film’s release, and it’s already turning heads in the industry. The decision feels like a power move, one that suggests Universal is confident enough in The Odyssey to let the film speak for itself.
Influencer screenings have become a standard part of the marketing playbook for major releases, especially those aiming for blockbuster status. The idea is simple: get influencers and fan-site bloggers into early screenings, let them post enthusiastic mini-reviews on social media, and watch the hype build organically.
But lately, audiences have grown more skeptical of these tactics
There’s a growing awareness of the relationship between studios and influencers, and some fans are starting to see these early reviews as little more than paid promotions. Take Disney, for example. The company faced backlash after a viral stunt where The Mandalorian and Grogu star Pedro Pascal surprised a group of fans at Disneyland, only for it to be revealed that the moment was staged.
The incident was presented online as if Pascal had just happened to show up in front of unsuspecting tourists, but the reality was far more calculated. Similarly, Warner Bros. recently saw its influencer-driven hype for Supergirl backfire when the film’s official critic reviews came in significantly more negative than the early social media buzz. The movie currently sits at a 59% on Rotten Tomatoes, a far cry from the “best blockbuster of the summer” claims that some influencers were making.
Universal isn’t entirely new to influencer screenings. The studio used them for Disclosure Day, and while the early reactions were positive, the film still ended up getting caught up in a “over-hyped” circus.
It’s a reminder that influencer hype can sometimes do more harm than good, especially if the film doesn’t live up to the initial excitement. By skipping these screenings for The Odyssey, Universal is making a statement: this film doesn’t need the extra push. It’s a flex, a show of confidence in Nolan’s vision and the film’s ability to stand on its own.
The Odyssey is shaping up to be one of the biggest releases of the summer
According to Deadline, it expects a projected opening weekend haul of $80 million to $100 million in the U.S. alone. That’s a massive range, and it speaks to the unpredictability of Nolan’s films. His last release, Oppenheimer, was initially expected to open around $40 million to $50 million before ultimately debuting to an unprecedented $82.4 million.
Some of that success was attributed to the so-called “Barbenheimer” effect, where Oppenheimer and Barbie created a cultural moment that drove audiences to theaters in droves. This time, Nolan doesn’t have a direct competitor on his opening weekend, which could work in The Odyssey’s favor.
The film’s advance ticket sales are already off the charts, particularly in large-format theaters like IMAX, where it’s sold out screens a year in advance. That’s a testament to Nolan’s built-in cinephile audience, a group that doesn’t necessarily rely on social media hype to decide what to see.
Tracking data shows that The Odyssey is resonating strongly with men over 25, slightly ahead of where Oppenheimer was at the same point in its marketing cycle. Overall first-choice interest is tied with Project Hail Mary and ahead of Oppenheimer, which is no small feat.
Nolan’s track record speaks for itself
His top three domestic openings are The Dark Knight Rises ($160.9 million), The Dark Knight ($158.4 million), and Oppenheimer ($82.4 million). But what’s even more impressive is the staying power of his films. Oppenheimer had a 4x multiple off its opening weekend, finishing with $330 million domestically.
Inception, another Nolan hit, had a 4.7x multiple, opening at $62.7 million and ending with $292.5 million in North America. If The Odyssey follows a similar trajectory, it could be looking at a final domestic gross well north of $300 million.
The film itself is an epic retelling of Homer’s classic tale, following Greek hero Odysseus on his long, treacherous journey home from the Trojan War. Matt Damon stars as Odysseus, with an ensemble cast that includes Tom Holland as his son Telemachus, Anne Hathaway as his wife Penelope, and Robert Pattinson as the suitor Antinous.
Charlize Theron, Lupita Nyong’o, Zendaya, John Leguizamo, and Jon Bernthal round out the star-studded lineup. It’s a story filled with mythical creatures, gods, and high-stakes drama, all brought to life by one of the most visionary directors working today.
Universal’s decision to skip influencer screenings could have ripple effects across the industry
If The Odyssey performs well without the usual social media hype, other studios might start to question whether these screenings are even necessary. On the flip side, studios that continue to rely on influencers could find themselves facing more skepticism from audiences who are growing tired of what feels like manufactured excitement. It’s a gamble, but one that could pay off in a big way.
The summer movie season is heating up. Between Nolan’s The Odyssey and Sony’s Spider-Man: Brand New Day at the end of July, the box office could be looking at a $4.2 billion haul, the best since 2019. That’s a massive number, and it speaks to the pent-up demand for big, immersive theatrical experiences. Nolan’s films have always been an event, and The Odyssey looks like it will be no different.
(Featured image: Syncopy Inc./Universal Pictures/Wildside )
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