May 8, 2019

Ryan Reynolds 'Leaks' Entire 'Detective Pikachu' Movie...

Social Media is a tricky landscape. Make one false move and you might release your movie to pirates...

Ryan Reynolds took a page out of the Tom Holland trailer release handbook and tweeted out a link to what he thought might be a pirated link to Detective Pikachu. Of course, millions of people clicked the link and it went viral. 

The tweet was made to supposedly alert Warner Bros. about the leak, but it was obviously a brilliant marketing tool. The YouTube video includes a few minutes of the opening sequence of Detective Pikachu followed by 102 minutes of Pikachu dancing to some electronic tunes.

So, we obviously know this was just viral marketing to hype the movie, but I think it's pretty interesting. Hollywood has forever been completely against piracy. It takes away from theatrical and damages home video proceeds. They talk about it as a direct influence on hurting jobs within the industry too. There's even a huge Hollywood lawsuit going on over pirated movies being available online. 

That's why I think this epic rick-roll is such a brilliant marketing idea. It takes maybe the most secretively serious issue in Hollywood and makes it a marketing ploy. And it makes sense to have a comedic actor take on this 

As mentioned in Variety, Reynolds also released an “Inside the Actors Studio” spoof about his method-acting process for getting into the Pikachu role: “I tried to lose 182 pounds to match his weight, until doctors intervened.”

We've seen companies test the waters with product placement and event sponsorship, but a giant rick-roll feels both in touch with the current era and effortlessly cheap to execute. 

I think you can predict Hollywood studios to go with more of these attempts in the future. After all, this thing going viral only solidifies their release getting free press in the headlines.       

Your Comment

2 Comments

So the hype is great (for the movie) .... everyone loves Ryan Reynolds... but likes and clicks don't usually turn into big sales (Movie tickets in this example) ... time will tell, I will be passing on Pikachu ... but that's just me

May 9, 2019 at 10:59AM

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One should not under estimate the power of the brand of Pokemon.

The amount of branding that has been done for this series in the last twenty years has been crazy. The Pokemon Company has worked timelessly on a well crafted brand that has fans that will simply buy anything that even just has the emblem of just a poke ball on it.

Right now the timing is perfect. Millennials are middle age and some have kids, its the first and only live action film that Pokemon has done.

It's already sold $14.8 million, I agree time will only tell, but it is more than a safe bet this film will clean house on what has been a relativity weak month, as most things have been after the wake of Avengers Endgame.

May 9, 2019 at 1:53PM, Edited May 9, 1:55PM

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Kyle Dockum
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