Universal skips influencer screenings for Nolan’s ‘The Odyssey’

Universal Pictures will forgo so-called “word-of-mouth” screenings for social media influencers ahead of the July 17 release of director Christopher Nolan’s “The Odyssey,” opting instead to screen the film exclusively for professional critics following its world premiere, the Hollywood Reporter confirmed Wednesday. 

After the film’s global premiere in London on July 6, “The Odyssey” will begin screening for film critics — bypassing the now-standard industry practice of giving fan-site bloggers and influencers an early look designed to flood social media with enthusiastic pre-release reactions. 

Studios typically make the decision whether to hold word-of-mouth screenings on a case-by-case basis depending on the film, but the practice has become fairly standard procedure for productions aiming for blockbuster status. 

In recent times, that approach has backfired, as audiences have become more skeptical of the often glowing praise generated by these screenings and the relationships between influencers and studio marketing departments. 

Universal has firsthand experience with the pitfalls of the strategy. For Steven Spielberg’s “Disclosure Day,” the studio held influencer screenings that produced a particularly viral reaction, with one reviewer calling it “Spielberg’s best film in 20 years.” Professional critics seized on that quote, with a handful even referencing it in their own reviews as a benchmark of overstatement. 

Influencer screenings for “Supergirl” also produced results studios typically try to avoid, with early fan reactions sharply outpacing the more measured response from professional critics. 

Many industry observers read Universal’s decision as a show of confidence in Mr. Nolan’s film. “The Odyssey” has already been shattering IMAX pre-sale ticket records, suggesting the studio may feel it has little need for a manufactured social media bump. 

Universal’s handling of “The Odyssey” could ultimately influence how other studios approach advance screenings for major releases.

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The film has nonetheless attracted controversy well ahead of its opening. Elon Musk has attacked “The Odyssey” over its casting of Lupita Nyong’o as Helen of Troy, a role confirmed by a Time magazine profile published in May, as well as the casting of Elliot Page. Mr. Musk wrote on X that Mr. Nolan “wants the awards,” suggesting the director’s casting choices were driven by Oscar eligibility considerations. 

Ms. Nyong’o dismissed the criticism in an interview with Elle magazine.

“This is a mythological story,” she said. “I’m very supportive of Chris’ intention with it and with the version of this story that he is telling. Our cast is representative of the world.” 

The film was shot using new IMAX film technology across locations in Morocco, Italy, Greece, Iceland and the United Kingdom. Based on Homer’s ancient Greek epic, it stars Matt Damon as Odysseus on his journey home from the Trojan War to the Kingdom of Ithaca to save his wife and son, with Tom Holland, Anne Hathaway, Charlize Theron and Robert Pattinson also appearing.

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