"The movie "One Battle After Another" is just finishing its opening box office weekend. And it's being considered a test case for Warner Bros., which has revamped its marketing department and squeezed out a string of hits. Its playbook relies heavily on quick social media reactions, influencer campaigns and video game activations like Fortnite. Gone are the spray-and-pray TV commercials and out-of-home billboards."
"But, also, Anderson doesn't do publicity. And his big-name stars in this film, Leonardo DiCaprio, Sean Penn, Benicio del Toro and Regina Hall, are nonparticipants of social media and other new engagement channels. The movie also breaks many rules of modern studio filmmaking. It's almost three hours long and is at heart political, with what the Times refers to as "things to say" about immigration and white supremacy."
Warner Bros. has shifted marketing toward rapid social-media reactions, influencer campaigns and video-game activations like Fortnite, replacing broad TV and billboard buys. The studio is testing this approach on One Battle After Another, a nearly three-hour, politically charged Paul Thomas Anderson film whose major actors do not engage on social platforms. Anderson historically avoids publicity and the film addresses immigration and white supremacy. Movie marketing faces challenges reaching audiences without conventional channels. Separately, ad-tech companies confront cloud choices for generative AI, balancing private-cloud control and data privacy against reliance on rivals like Google or Amazon.
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