In a bold and innovative move to promote Gareth Edwards' highly anticipated sci-fi thriller, 'The Creator,' 20th Century Studios took viral marketing to new heights with the inclusion of AI robots at an NFL game. The film, which has generated immense anticipation due to its gripping narrative of a human-AI war, found a unique way to tap into our collective fears of AI humanoids' dominance.
The stunning spectacle unfolded during Sunday's NFL matchup between the Chargers and the Dolphins at LA's SoFi Stadium, leaving the audience both captivated and intrigued. Eerie and unexpressive humanoid figures, eerily similar to Ken Watanabe's Harun in the movie's promotional footage, were spotted among the spectators and even inside the stadium itself.
While their movements appeared robotic and inhuman, many speculated that these figures were, in fact, skilled actors wearing AI robotic costumes. This ambiguity only added to the intrigue surrounding 20th Century Studios' marketing campaign, leaving spectators pondering the line between reality and fiction.
Interestingly, this marketing approach bears a striking resemblance to Paramount's viral strategy for 'Smile.' In a clever promotional tactic for the horror film, actors were strategically placed in the crowd, wearing unnerving smiles. This tactic garnered significant attention, with numerous media outlets covering the unique and spine-chilling approach.
Undoubtedly, 20th Century Studios' viral marketing campaign has proven to be a resounding success, effectively generating buzz and attracting potential moviegoers ahead of 'The Creator's' premiere later this month. The film's early positive reactions from critics and audiences alike have only further boosted its prospects at the box office.
The star-studded cast of 'The Creator,' including John David Washington in the titular role and Gemma Chan as Maya, has undoubtedly contributed to its appeal. Additionally, the involvement of Oscar winner Greig Fraser behind the scenes has piqued the curiosity of cinephiles, promising a visually stunning and intellectually stimulating cinematic experience.
In the backdrop of ongoing debates in Hollywood regarding the regulation of AI use, 'The Creator' has emerged as one of the most relevant and thought-provoking sci-fi features of the year. Gareth Edwards, the film's director, reflects on the choice of the story's timeline, set in 2070, stating, "I should've gone for 2023 because everything that's been unfolding in the last few months is kind of scary and weird."
As 'The Creator' gears up for its theatrical release on September 29, it stands as a testament to the power of innovative marketing and timely storytelling. By blending the lines between fiction and reality through the inclusion of AI robots at an NFL game, 20th Century Studios has effectively captured the imagination of audiences, ensuring that 'The Creator' will be a film eagerly anticipated by moviegoers around the world.