ByAlisha Grauso, writer at
Editor-at-large here at Movie Pilot. Nerd out with me on Twitter, comrades: @alishagrauso
Alisha Grauso

Welcome to Moviepilot's Marketing Spotlight, our weekly look at which marketing campaigns are doing it right. In the world of entertainment, the marketing of a movie or TV series can be as important as the production itself. A good promo campaign can mean the difference between a hit and a flop, but a putting together a smart campaign is harder than it looks.

Here are the great pieces of marketing from this past week, February 14-20.

Gods of Egypt (Lionsgate)

Sometimes, a movie comes along that doesn't claim to be anything other than exactly what it is: A big popcorn spectacle that may not stretch the brain, but sure will entertain the eyeballs. Lionsgate's Gods Of Egypt is exactly such a movie, and the marketing campaign has been made to match - which isn't a bad thing.

The marketing has been so simple and straightforward after the movie having already received backlash (much like Ridley Scott's much-maligned [Exodus: Gods and Kings](tag:44617)) for featuring a predominantly white cast portraying ancient Egyptians. As such, the movie marketing has eschewed all forms of gritty realism so prevalent in entertainment now and has instead played up the spectacle aspect of the story. It is not a historical drama or based on a story sprung from a seed of reality, but completely, unabashedly fictional fantasy.

The color scheme has been vividly hued and oversaturated, a stark contrast to most blockbuster posters these days with their gray and sepia tones. While there's still much of the ubiquitous orange and blue color scheme, there are also purples, reds, and pinks. It's not the real world, but a fantastic spectacle of one. And it works. You're not mean to take Gods of Egypt seriously, but you are meant to be entertained.

Gods of Egypt is in theaters on Friday, February 26th.

Eddie the Eagle (20th Century Fox)

20th Century Fox's Eddie the Eagle is an interesting case. One legitimate A-lister in Hugh Jackman and an actor well on his way to becoming one in Taron Egerton, but both in a movie that is neither a genre pic nor a blockbuster. So how to market it? You rely on the likability of the actors and combine that with the feel-good aspect of the film itself, that's what.

That's exactly what Fox has done with the marketing for this movie, with it being touted as a true underdog story, the kind that uplifts you and just makes you feel good upon exiting the theater. In our current entertainment landscape of bad people doing bad things, sometimes, it's refreshing to watch a purely optimistic film. That's what Fox is banking on in the hopes it will stand out in a post-Deadpool February.

Much like the aforementioned Gods of Egypt, the aesthetic for Eddie the Eagle is also relying on bright, primary colors: red, blue, and yellow, in this case. "This is upbeat and sunny," says the color scheme, "there are no depressing storylines or dark and gritty moments here." Likewise, the trailers and promo material have focused heavily on the triumphant and uplifting, a far cry from most films currently in theaters. Hopefully, it sets Eddie apart from the rest and snags a moviegoing demographic that just wants to be inspired.

Eddie the Eagle is in theaters on Friday, February 26th.


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