THE ODYSSEY Skips Influencer Screenings as Universal Bets on Real Critics Instead
The relationship between movie studios and social media influencers has become a hot topic over the last few years. Early screenings, lavish events, set visits, and exclusive experiences have become common marketing tools, all designed to generate glowing first reactions before critics even have a chance to weigh in.
The strategy has certainly helped create excitement for plenty of releases, but movie fans have also become much more skeptical of those overwhelmingly positive reactions.
When influencers are flown to special events or treated to elaborate promotional experiences before sharing their thoughts online, many audiences simply aren't convinced those reactions are completely objective anymore.
That makes Universal Pictures' latest decision for The Odyssey especially interesting. According to The Hollywood Reporter, Universal won't be hosting early influencer screenings for Christopher Nolan's highly anticipated epic.
Instead, the first advance screenings will be reserved for real professional film critics, marking a noticeable shift from what has become standard practice across Hollywood.
As the report explains, the move "bucks the trend of studios getting ahead of professional reviews by inviting fan-site bloggers and influencers to see major releases in advance and then letting them post (often highly enthusiastic) mini reviews on social media."
It's a decision that has ironically earned plenty of praise across social media, with many movie fans welcoming the idea of critics getting the first look instead of influencers.
The conversation surrounding influencer marketing has only grown louder in recent months. Disney found itself facing criticism over a promotional video for The Mandalorian and Grogu that featured Pedro Pascal surprising what appeared to be random Disneyland guests. It was later revealed those guests were actually influencers with sizable online audiences.
DC Studios also entered the discussion after early reactions for Supergirl flooded social media. Several influencers called it "the best blockbuster of the summer" and even described it as a five-star masterpiece after attending exclusive cast meet-and-greets and visiting the set. But look how that turned out.
Universal has also experienced firsthand how these campaigns can backfire. Early social media reactions labeling Disclosure Day as the best Steven Spielberg movie in more than twenty years ended up drawing skepticism from audiences instead of creating additional excitement. Many questioned whether those reactions reflected genuine opinions or were simply part of the promotional cycle.
As The Hollywood Reporter notes: "It’s way too early to say if movie influencers are losing, well, influence. But if Universal’s decision to skip such screenings for The Odyssey gets enough attention, other studios could more frequently adopt the move as a confident flex — while studios who opt for such preview screenings might start to be more widely seen as trying to hide the ball."
Whether this signals the beginning of a larger industry shift remains to be seen, but it's certainly an interesting approach for one of 2026's biggest films. If The Odyssey delivers the kind of cinematic experience many are expecting from Nolan, Universal may simply feel it doesn't need an early wave of influencer endorsements to sell tickets.
The Odyssey will bring Homer's legendary story to IMAX screens for the very first time. The film is set to hit theaters on July 17, 2026.
It’ll be interesting to see whether more studios follow Universal's lead. As audiences continue questioning early social media reactions, putting critics back at the front of the line could end up becoming one of the most refreshing marketing changes Hollywood has made in years.