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Universal Is Skipping Influencer Screenings for ‘The Odyssey.’ Film Critics Are Thrilled
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Universal Studios has decided to skip influencer previews for Christopher Nolan's highly anticipated adaptation of Homer's The Odyssey, a move that has delighted film critics. The studio's choice, reported by The Hollywood Reporter on Thursday, marks a departure from the industry standard where influencers are often given early access to generate social media hype. This decision signals a bet on traditional press and critical reception over viral buzz, a gamble that many in the film journalism community are celebrating as a restoration of their role.
Announced in late 2024, Nolan's The Odyssey has already sparked intense debate, particularly around its diverse casting, which some have labeled 'woke.' The film, an epic translation of the ancient Greek poem, has been a lightning rod for online discourse, but Universal is seemingly unfazed by potential controversies. By avoiding influencer screenings, the studio sidesteps the usual flood of effusive social media posts that often precede professional reviews. Instead, all press—including influencers—will see the film simultaneously at its July 7 global premiere in London.
Industry projections show the film is on track for a massive opening weekend of $80 million to $100 million. Ticket sales have been staggering; when they went on sale earlier this month, theater apps and websites crashed, and the BFI IMAX in the UK broke its record for most seats sold in 24 hours. These figures suggest strong public interest independent of influencer campaigns. The decision to skip influencer screenings is thus a bold statement of confidence from Universal, given that such previews typically soften the blow of mixed reviews.
The implications for the film industry are significant. Influencer screenings have become a standard tool for studios to control early narrative, often leading to uncritical praise that can mislead audiences. Critics, who have seen their influence wane as social media personalities rise, view this as a rebalancing. Tim Grierson, senior US critic for Screen International, called the move 'bold,' noting that studios often 'try to diminish whatever importance we have by letting influencers be the first to sound off.'
Reactions from critics have been overwhelmingly positive. Scott Mantz, cofounder of the Hollywood Critics Association, wrote 'GOOD!!' on X, calling influencer reactions 'TOTAL BULLSHIT.' David Ehrlich of IndieWire joked that 'this is what Homer would have wanted.' Kristen Lopez of The Film Maven wondered if other studios would follow suit, though she leaned toward no. Grierson suggested the strategy also endears Nolan to critics, making them feel valued as serious professionals.
Whether this becomes a trend remains uncertain. Some anti-woke crusaders have claimed the decision reflects fear of backlash, but Universal's confidence appears justified given ticket demand. Grierson notes that critics who feel respected may be slightly more inclined to write favorably, though he expects to review the film objectively. For now, the move highlights a potential shift in Hollywood's reliance on influencers versus traditional critics.
As The Odyssey nears its release, all eyes will be on how the gamble pays off. If the film succeeds critically and commercially, Universal's strategy could influence future blockbuster campaigns. But for now, critics are savoring what they see as a validation of their craft—a rare moment where substance trumps hype in the eyes of a major studio.
