For some films, it all starts well before the credits begin, with promotional campaigns so ingenious that they leave an impression as much as the films themselves. Whether it’s to thrill the audience, entertain them or offer them an immersive experience, these PR stunts push the boundaries and transform the simple wait for a film into an unforgettable event. Here is a look back at the most memorable promotional campaigns.
“It”: terror on every street corner
Who would have thought that a simple red balloon could cause a wave of collective paranoia? For the release of That in 2017, red balloons, emblematic of the clown Pennywise, were attached to manhole covers in several cities.
Result: stunned passers-by, viral photos on social networks and a chilling atmosphere, perfectly in tune with the world of the film. A simple, but devilishly effective campaign, which reminds us that sometimes, “less is more”.
“Barbie”: a life-size house to rent
When Barbie by Greta Gerwig arrived at the cinema, the promotion was just as extravagant as its universe. Airbnb rented a life-size house, candy pink and perfectly equipped, which included all the visual codes of the famous doll.
Located in Malibu, a stone’s throw from the Ocean, it already existed before the film, and was brought up to date for this publicity stunt. And the icing on the pink cake: it was Ken who was the host!
“Yannick”: a free promotion for a first name
What if a simple ID was enough to see a film? For YannickQuentin Dupieux launched an original operation: spectators named Yannick could attend the first sessions free of charge, upon presentation of their identity card.
“Smile”: a blood-curdling baseball match
To promote Smileactors made up with the film’s creepy smile were placed in the middle of a baseball game. The camera, irresistibly drawn to their faces, provided free and terrifying publicity for the film.
Enough to intrigue and give cold sweats to millions of viewers.
“Alien: Romulus”: a horrifying immersion
With the Alien saga, the com’ knows how to hit hard. For “Alien: Romulus”, actors with facehuggers stuck to the face were installed in public places in New York, and caused the surprise – and above all the fear – of passers-by.
Popcorn buckets: the new craze in American cinemas
Cinemas have seen their usual pots of popcorn transformed into real works of art for certain films. Inspired by the universes of Deadpool, Gladiator and even Alien, these buckets quickly won over spectators… and social networks.
We remember in particular that of Dune: part two who had caused a lot of talk. It now sells for a small fortune on auction sites.
“The Fall Guy”: stuntmen put on a show at the premieres
Pour The Fall Guythe marketing teams made a daring bet: transforming the previews into mini stunt shows. Rather than walking on a classic red carpet, stuntmen staged fights and explosions in front of stunned spectators.
A way of remaining faithful to the heart of the film with Ryan Gosling, centered on the world of Hollywood stuntmen.
“A man up to the task”: a clever wink
Sometimes, a detail is enough to make an impression. For romantic comedy A man up to the taska classic Morris column was installed next to a miniature version, recalling the differences in size between the main characters. A subtle and humorous PR stunt, which made Parisians smile while promoting the film in an original way.
