Universal Seats Influencers at 'The Odyssey' Screenings as Studios Chase Younger Audiences
Updated
Updated · The Verge · Jul 2
Universal Seats Influencers at 'The Odyssey' Screenings as Studios Chase Younger Audiences
3 articles · Updated · The Verge · Jul 2
Summary
Monday’s press-junket screenings for Christopher Nolan’s The Odyssey included influencers alongside critics and journalists, clarifying that Universal had not barred creators from early access.
Universal appears to be avoiding creator-only showings rather than influencer attendance altogether, reflecting how studios now fold social-media personalities into standard promotional screenings.
Studios value influencers because YouTube, TikTok and Instagram posts can spread quickly with younger, broader audiences and help build opening-weekend buzz around major releases.
That shift also sharpens tension with traditional criticism: tight embargo timelines already squeeze reviewers, while creators can publish instant reactions that platforms often reward over deeper analysis.
The episode underscores a wider media change as shrinking newsrooms and parasocial creator followings make influencers increasingly central to how Hollywood markets films.