Hugh Jackman and Ryan Reynolds have provided a perfect case study in how modern films are marketed, and for some reason it involves eating a lot of chicken.
Over the past month, Ryan Reynolds and Hugh Jackman seem to have taken over the internet. On Instagram, they’re eating spicy wings for, their film that landed in cinemas in July. But unlike traditional film marketing, such as press junkets, in which celebrities do back-to-back interviews, and celebrity profiles, this kind of promotion doesn’t have to mention the film. All it needs to do is go viral..
“Social media provides marketers with unprecedented levels of accessibility and interaction, enabling them to receive immediate feedback and gauge audience reactions in real-time, something traditional methods like press junkets simply can’t offer,” Xu says. “The videos make you feel like you’re being shown the behind-the-scenes, like you’re getting to know the actors – you’re a part of something bigger than the movie itself,” MacRae says.
on social media, a strategy deemed insensitive given the themes of domestic violence in the former film.
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