Universal Skips Influencer Screenings for Nolan The Odyssey

Universal Pictures has opted for a traditional critical rollout for Christopher Nolan’s upcoming epic “The Odyssey,” bypassing the now-common industry practice of holding early screenings for social media influencers. The decision means that after the film’s world premiere in London on July 6, the first official reviews will come from professional film critics, not online personalities.

The studio’s strategy marks a notable departure from a marketing norm where studios invite influencers to generate prerelease buzz through enthusiastic social media posts. This approach has become standard for major blockbuster releases aiming to build early momentum. However, Universal’s move reflects a growing scrutiny of such tactics and a potential shift in audience perception.

Recent high-profile campaigns have faced backlash for appearing overly managed or inauthentic. A promotional event for Disney’s “The Mandalorian and Grogu,” which featured star Pedro Pascal, was criticized after it was revealed the attendees were influencers and bloggers, not random fans. Similarly, Warner Bros.’s “Supergirl” received glowing early reactions from influencers that were later contrasted with more mixed...