The Best Movie Marketing Strategies 2024 (So Far)
1. The Power of Tiktok: Twisters and Meme Culture
Twisters, a stand-alone sequel to the 1994 classic, faced a massive challenge: competing against blockbuster releases like Deadpool and Wolverine scheduled for the same month. With a relatively niche fanbase for the original film, the marketing team had to find innovative ways to capture the attention of modern audiences, particularly younger viewers. Their answer? A TikTok campaign that turned out to be a massive success, driving the movie to gross over $335 million worldwide.
What They Did Right:
Recognizing the influence of TikTok among Gen-Z, the Twisters marketing team leaned into the platform’s trends, meme culture, and creator community. They established an official TikTok account that shared entertaining content and actively collaborated with popular creators.
A standout tactic was getting the film’s main actors to perform a viral dance featuring the song “Apple” by Charli XCX. While the dance had nothing to do with the movie’s storyline, the video quickly took off, resulting in millions of views and widespread sharing across social media.
Moreover, the team encouraged fans to participate by launching a Twister Dance Challenge, encouraging users to recreate a line dance dance and share it with their followers.
Why We Included It:
The Twisters campaign showcased how the clever use of social media trends can help a brand with limited existing hype to become a cultural phenomenon. By engaging with TikTok’s creator community and capitalizing on meme culture, the team made their marketing feel less like an ad and more like an organic, entertaining part of the TikTok ecosystem.
The efforts paid off — the Twisters Tiktok account garnered nearly 300,000 followers, which is an incredible feat for any brand, let alone one based around a short-term movie campaign.
Key Takeaways for Brands:
- Be Bold and Embrace Novelty: Don’t be afraid to leverage trends, even if they don’t directly relate to your product. Twisters’ viral dance had little to do with tornadoes but helped boost brand awareness.
- Engage Creators and Fans: Partnering with influencers and encouraging user participation can amplify your reach. Twisters’ engagement with creators made the campaign feel more authentic and shareable.
- Make Marketing Fun: Marketing doesn’t always have to be serious or directly tied to your product. Sometimes, the most memorable campaigns are those that entertain first and inform second. By turning marketing into a fun experience, Twisters drew in an audience eager to see what all the buzz was about.
2. The Power of Visual Storytelling: Dune & Fashion
Dune 2, the sequel to the massively successful 2022 film, is a movie of incredible cinematography and grand scale artistry. The marketing team behind Dune needed every aspect of the advertising to showcase this for the sequel — everything needed to be as grandiose and visually stunning as the film itself. (Well, maybe not the popcorn buckets.)
Fashion became a key storytelling tool, captivating audiences and ensuring the film remained at the forefront of pop culture conversations. Notably, this approach also helped to engage female audiences in a movie traditionally considered more masculine, demonstrating the power of visual storytelling to broaden appeal.
What They Did Right:
The fashion for Dune 2 was carefully crafted to reflect the film’s themes of epic scale, grandeur, and otherworldliness. Zendaya, along with other actors, wore outfits that felt straight out of the Dune universe, carefully curated to embody the film’s mood — luxurious textures, futuristic designs, and earthy tones that mirrored the movie’s aesthetic.
The strategy was simple: everyone in the cast wore a show stopping outfit to get people talking. The result made Dune’s universe feel alive and cohesive. This visual branding wasn’t limited to a specific demographic either—it particularly resonated with female audiences on social media who might not have been initially drawn to the film’s genre but found themselves intrigued by the stunning fashion statements.
Why We Included It:
Dune 2‘s fashion-focused marketing shows how powerful visual storytelling can elevate a brand or product, especially when aiming to expand its reach.
By using clothing as an extension of the film’s narrative, the marketing team turned the press tour into a must-watch event. This approach not only sustained interest in the movie but also drew in fashion enthusiasts who might not have been otherwise interested in the sci-fi film. By ensuring the movie remained a hot topic across various industries, the brand’s presence grew exponentially, appealing to a broader audience.
Key Takeaways for Brands:
- Visual Storytelling Is a Game Changer: Dune 2 use of fashion wasn’t just about looking good; it was about conveying the film’s themes and emotions through every outfit. Brands can similarly use product design, packaging, or even employee attire to tell their story. Learn how you can effectively use colors in your brand strategy here.
- Broaden Your Appeal: The fashion strategy helped Dune 2 captivate female audiences, expanding beyond its core demographic. Consider how you can use visual elements to reach different segments of your audience who may not be immediately drawn to your brand.
Make Every Interaction an Experience: Just as each fashion moment became an extension of Dune‘s universe, brands should view every interaction as an opportunity to reinforce their identity.
3. The Power of Branding: Deadpool & Wolverine
The undeniable success of Deadpool & Wolverine when it hit theaters in July shouldn’t be surprising. However, when you consider the sheer volume of poorly performing movies and TV shows released by Marvel since 2018’s Endgame, the film’s standout performance becomes even more impressive. In an era where superhero fatigue seemed to be setting in, Deadpool & Wolverine managed to reignite some excitement around the Marvel brand, primarily through the power of Ryan Reynolds’ personal brand and his collaboration with Hugh Jackman.
What They Did Right:
On the surface, the marketing campaign appeared to center around the playful, real-life rivalry between stars Ryan Reynolds and Hugh Jackman.
But there is so much more to this story: Ryan Reynolds’ brand extends far beyond his role as Deadpool. Many know him as the charming Canadian actor, but in reality, he’s an entrepreneur who has invested years—and millions of dollars—into crafting his public image. This isn’t just the work of a talented PR team; Reynolds himself has owned and operated nearly ten companies ranging from Mint Mobile to a gin brand. Every company he owns, he puts his face and sense of humor on the advertising for it, further curating his public perception.
The strength of Reynolds’ brand power (combined with his real-life friendship/rivalry with Jackman) drew audiences to theaters in a way that felt fresh, even for a Marvel film. Reynolds’ magnetic branding allowed Deadpool & Wolverine to stand out in what seemed like a dying market.
Why We Included It:
The Deadpool & Wolverine marketing campaign demonstrated how leveraging a strong personal brand can elevate the promotion of any company — not just films — even in an oversaturated market. Reynolds and Jackman weren’t just promoting a movie; they were selling an experience centered around their personas. This blend of collaboration, authenticity, and star power created a marketing buzz that drew in fans who might have otherwise passed on yet another superhero drama.
And boy did it pay off: as of today, the movie has grossed over $1 billion worldwide. A powerful reminder that when done right, branding can make all the difference in capturing an audience’s attention.
Key Takeaways for Brands:
- Brand Is King: Ryan Reynolds’ ability to attract audiences wasn’t just about his acting skills but the strength of his personal brand. Whether you’re a small business or a multinational corporation, your brand’s identity and reputation are crucial in driving customer loyalty and interest.
- Don’t Doubt the Power of Collaboration: Combining the strengths of multiple brands or personalities can amplify your reach. The dynamic between Reynolds and Jackman added a layer of engagement that wouldn’t have been possible individually. Additionally, Reynolds’ collaboration with Marvel brought more viewers to the theater seats than any other movie they had created in years.
- Leverage Your Authenticity: Authenticity and personality can significantly impact your brand’s success. Reynolds’ genuine, relatable image made audiences feel connected to him, drawing them to the film. Business owners can similarly create a loyal following by showcasing their brand’s authenticity.
4. The Power of Nostalgia Marketing: Mean Girls
The 2024 Mean Girls reboot is an interesting case study in nostalgia marketing. The movie is not a direct remake of the original, instead it is a movie adaptation of the Broadway musical that is based off the 2004 movie — a bit confusing, we know. Even still, the marketing efforts for the movie musical Mean Girls was an interesting one: rather than advertise it as a musical, the initial trailers completely relied on the nostalgia of the original 2004 film — and did not hint toward the musical side of the movie.
What They Did Right:
The marketers decided to rely on the power of nostalgia and pop culture to advertise the film. Mean Girls’ (2024) marketing team for the reboot recognized that the original 2004 film had become a touchstone of pop culture, with its iconic quotes and scenes. Rather than reinventing the wheel, they entirely leaned into this cultural significance. The initial trailers were designed to evoke nostalgia, deliberately mirroring scenes and lines that fans already knew and loved, without revealing the musical aspect.
The decision to not advertise it as a musical—an interesting choice—was meant to further focus on the nostalgia and entice fans of the original movie who may not have been aware of the Broadway premiere.
Another aspect the remake took into account was the iconic fashion of the original movie. The 2022 and 2023 had seen a resurgence of Y2K fashion, which made it easy for 2024’s Mean Girls to use fashion heavily inspired by the time, but still make it obviously take place in a contemporary era. By leaning into the nostalgia, they made long-time fans feel like they were revisiting something beloved while introducing new audiences to the Mean Girls brand.
On the left, a screengrab of the original Plastics. On the right, the updated version for 2024 — leaning heavily on Y2K fashion trends.
Why We Included It:
Nostalgia can be a powerful tool in marketing, but it needs to be executed thoughtfully. By focusing on the brand’s most iconic elements, Mean Girls managed to create a campaign that tapped into emotion and familiarity, proving that sometimes, reminding people why they loved something in the first place can be the most effective strategy. In the end, the 2024 Mean Girls will not go down in history in the way its predecessor did in terms of cultural zeitgeist, but it still managed to make over $100 million out of a $36 million budget. Pretty good.
Key Takeaways for Brands:
- Leverage What’s Iconic: Identify what makes your brand or product stand out and use it as the foundation for your marketing strategy.
- Appeal to Both New and Old Audiences: Find a way to make your message resonate with long-time supporters while still being fresh and exciting for new customers.
- Nostalgia Is Powerful—Use It Wisely: Tap into past successes, but always ensure there’s something new to keep your brand relevant. Nostalgia marketing is not a guaranteed success.
Movies Marketing Fails 2024
Let’s dive into some of the worst movie marketing strategies of 2024.
See our best and worst marketing strategies at the 2024 Paris Olympics here.
1. Don’t Rely on the Past: The Fall Guy
There is no denying it: The Barbie/Oppenheimer summer of 2023 will be taught in college classroom marketing lectures for years to come. But, we hope at least one lecture leaves an anecdote about The Fall Guy and precisely what not to do.
What They Did Wrong
The Fall Guy marketing campaign relied almost entirely on the star power of Ryan Gosling and Emily Blunt, who were fresh off their successes in the Barbie and Oppenheimer movies. The marketing strategy attempted to ride the wave of the “Barbenheimer” phenomenon, assuming that the actors’ popularity would be enough to draw audiences. Unfortunately, this reliance on the stars’ previous successes, without creating a distinct and unique marketing identity for the film itself, led to a lackluster response from viewers.
Why We Included It
The Fall Guy is a cautionary tale about the dangers of piggybacking on previous success, rather than carving your own story. While the past can certainly attract attention (see: nostalgia marketing), it is not a substitute for a well-crafted marketing campaign. This example demonstrates that even with star power, a movie—or any product—needs to stand on its own merits and have a unique marketing strategy to succeed.
Key Takeaways:
- Star Power Isn’t Everything: Relying solely on big names can lead to complacency in your marketing efforts. Ensure your product or brand has its own distinct identity.
- Establish Your Own Brand: Don’t expect your product to succeed just because it features popular elements from other successes. Build a unique brand presence that stands apart.
- Engage Your Audience Directly: Audiences want more than just famous faces—they want to feel a connection to the story, message, or value your product offers.
2. Have Coherent Marketing: Argylle
Argylle’s marketing was… confusing. To be fair, it’s a bit of a hard sell: the film was based on a book by unknown author Elly Conway that hadn’t even hit shelves until a week before the movie’s release, making it hard for audiences to connect with the source material.
To complicate things even more, the movie is not even directly based on the book. Rather, it’s about the author writing said book, but then gets writer’s block leading to a series of flashy spy-heist sequences with a star-studded cast.
But then, the confusion got even messier because nobody knew the true identity of the real life Elly Conway. In fact, people speculated that “Elly Conway” was just a pen name for none other than Taylor Swift. (Yeah, this story gets convoluted pretty quickly.)
The result was a confusing narrative that left potential viewers unsure about what they were actually getting, ultimately diluting the film’s marketing impact.
What They Did Wrong:
The marketing for Argylle initially sparked interest by leaning into fan speculation about who the true author of the book was, with many fans theorizing it might be Taylor Swift. For weeks leading up to the premiere of the movie, Taylor Swift fans created all sorts of theories about why this could be the case. (Swift’s “easter egg” marketing is a case study in itself.)
However, once the initial intrigue faded — specifically when it became obvious that Swift was not the author of the book — and no clear message or direction emerged, the marketing campaign quickly lost momentum.
Finally, because of the confusion about the plot of the movie, the book, and the Taylor Swift conundrum, the lack of coherent marketing strategy led to confusion rather than excitement. Even with a star-studded cast, the result was highly disappointing box office numbers.
Why We Included It:
Argylle illustrates the importance of sustaining momentum in marketing. While building hype is crucial, it’s equally important to have a clear plan to maintain and build upon that interest. Relying on rumors or speculation without providing substantial content can cause excitement to fizzle out, leaving your audience feeling misled or disengaged.
Key Takeaways:
- Sustain Your Momentum: Initial buzz is great, but you need to follow through with consistent and engaging content to keep your audience interested.
- Don’t Rely on Speculation: Build your marketing strategy around solid, reliable elements that you can control, rather than hoping fan theories will carry your campaign.
- Clear Messaging Matters: Make sure your audience understands what your product is about—don’t leave them guessing, as confusion often leads to disinterest.
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3. Stay Aligned with Your Team: It Ends With Us
It Ends with Us is an interesting case, because while we do consider it a marketing fail overall, it did have a great amount of success in the box office. However, numbers are not the only thing that matter: public perception is huge, and this case is a masterclass in making sure your entire team is on the same page, even if you disagree.
What They Did Wrong:
The film It Ends With Us is an adaptation of a viral book by the same name by Colleen Hoover. The book is sadly inspired by Hoover’s parents and domestic violence. The movie was sure to be a success, with the book itself having sold over 10 million copies before the movie was even released.
However, the film faced major challenges when rumors of conflict between main actress and producer Blake Lively and director Justin Baldoni emerged, along with controversies about Lively’s behavior during the press tour.
The rumors of the conflict began when Lively and Baldoni were never seen together during the premieres or interviews, and at first were viewed as a smart way to advertise the movie since Baldoni played the abuser in the movie. However, in interviews, Baldoni was the only one to speak about the message of the movie against domestic violence and spousal abuse, while it seemed like Lively was using every opportunity to advertise her haircare brand and her husband Ryan Reynolds’s movie Deadpool & Wolverine.
These issues became the main focus of the public conversation surrounding the movie, overshadowing the film’s intended message against domestic violence and leading to negative perceptions even before its release. While the movie was still successful at the box office, it severely damaged the reputation of both Baldoni and Lively for different reasons, and left a bad taste in viewers’ mouths.
Why We Included It:
The It Ends With Us debacle highlights the dangers of unmanaged public relations and how negative publicity can derail a marketing campaign. When the narrative surrounding a brand is hijacked by controversy, it becomes incredibly difficult to redirect attention back to the product’s core message. This case serves as a reminder that maintaining control over your brand’s image is crucial to protecting your marketing efforts.
Key Takeaways for Brands:
- Control Your Narrative: Actively manage your brand’s messaging to ensure external distractions don’t overshadow your core message.
- Work as a Team: Even in the midst of dysfunction, work hard to keep your team working as a unit — strive for unity above all else to maintain a great brand image.
- Prepare for PR Challenges: Have a crisis management plan in place to address potential issues before they escalate and affect the perception of your project.
Bringing It All Together
You don’t need to be in Hollywood to take away valuable branding and marketing lessons from this best and worst movie marketing in 2024. It’s important to look at different industries to learn what we can take or avoid for our own brands — great marketing and strong branding work across the board. At the same time, avoiding pitfalls like relying too heavily on past success or delivering a confusing message can save you from costly mistakes. The key is to stay authentic, tap into your audience’s emotions, and always look for creative ways to stand out. After all, every brand has a story to tell – it’s up to you to make it a blockbuster.
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