Hollywood studios are increasingly altering their pre-release strategies, favoring social media influencers over traditional film critics. This shift aims to exert greater control over marketing narratives and connect with younger demographics, a trend exemplified by a recent press event for the upcoming Tom Cruise thriller “Digger.”
Warner Bros. hosted a trailer launch for "Digger" on July 9, where influencers significantly outnumbered trade reporters. During the event, attendees were asked to surrender their phones, preventing them from capturing their own photos or videos of Cruise or exhibits related to the film. According to sources familiar with the event, only a photographer and videographer sanctioned by Warner Bros. were permitted to document the proceedings. Subsequently, numerous attendees shared curated images alongside effusive praise for their interactions with the star.
One source described the event as "weird and so controlled," noting that influencers posted professional photos as if they were organic moments. A Warner Bros. spokesperson stated that a photographer was provided for efficiency due to the large number of guests and that participation was optional.
Influencers covering the event later posted comments on Cruise's Instagram, including expressions of awe and gratitude. Some influencers also participated in creating promotional content, with one noting they had directed Cruise's first TikTok for the film.
"Digger," directed by Alejandro González Iñárritu, reportedly has a budget of at least $135 million and is scheduled for release on October 2. The film sees Cruise portraying a billionaire facing global consequences from his own actions.
The studios' reliance on influencers reflects a broader industry trend driven by a desire to mitigate perceived unpredictability in traditional media. "Unpredictable is a bad word in Hollywood," stated one marketing expert, explaining that influencers offer a way to "remove the unpredictable from my campaign."
This strategy often involves inviting influencers for paid set visits during production and providing them with early screenings, sometimes weeks before legacy media outlets receive access. Examples include events for "Masters of the Universe" and "Supergirl." Even Steven Spielberg engaged with influencers for a "Disclosure Day" TikTok event prior to a film's release.
Conversely, Christopher Nolan's "The Odyssey" opted out of this trend, banning influencers from early screenings and becoming the summer's biggest hit to date.
Marketers suggest that influencers offer a cost-effective way to reach niche audiences compared to traditional media. Furthermore, many influencers are not bound by the same journalistic ethical standards as writers for legacy media outlets.
"The internet is the death of expertise," commented one studio executive, suggesting that younger audiences value follower counts over traditional credentials. This shift has led to situations where influencers have publicly criticized negative reviews from established critics, such as when several influencers defended "Supergirl" against a critical review by Variety's Owen Gleiberman.
However, some industry veterans caution against over-reliance on influencer marketing, emphasizing the importance of authenticity. "People using social media are very savvy and if it feels ‘paid for’ or ‘sponsored by’ there’s going to be a lot of backlash," warned one executive. "Authenticity is everything and it is very hard for studios to manufacture that."