Influencer Screenings Are Here to Stay

For a brief period, it seemed like Universal had decided against allowing influencers to attend advanced screenings of Christopher Nolan’s The Odyssey. However, on Monday, influencers joined traditional critics and journalists at special showings of the film as part of a press junket. Contrary to initial impressions, Universal wasn’t backtracking; they were simply acknowledging the evolving landscape of entertainment media.

As much as some may resist the notion, influencers and content creators have become integral to the media ecosystem, providing studios with a powerful avenue to connect with broader, more diverse, and younger audiences. Whether through a YouTube video essay, a TikTok reaction, or a glowing Instagram review, influencer content can go viral, especially if it resonates with a passionate fan base. The way some influencers cultivate large, engaged followings makes them valuable assets for studios aiming to create the next big cultural moment.

The reactions to Universal’s initial decision to exclude creators from screenings underscore a significant aspect of today’s media environment. Influencers play a crucial role in film promotion. Digital marketing strategist Gigi Robinson noted that influencer screenings are “one of the smartest moves in entertainment marketing right now” because they “create a full content arc.”

“It’s not just about showing up and watching a movie,” Robinson explained. “Every creator makes it their own. These screenings make people feel like they’re part of something exclusive. And that anticipation? That’s what gets people into theaters.”

However, some audiences have grown tired of the often exaggerated or overly negative energy that influencers can bring. Studios are likely aware of this sentiment, as evidenced by the ongoing discussions about who gets invited to screenings.

What Universal likely meant when the news broke about no influencers being allowed was that there wouldn’t be screenings exclusively for content creators. While such events do happen, it’s more common for studios to host screenings for a mix of critics, journalists, regular moviegoers (often contest winners), and a few social media personalities. This diverse audience creates a viewing experience that mirrors what it might be like on opening night, which can influence how reviewers and creators articulate their thoughts afterward.

One of the more frustrating aspects of these screenings is the tight scheduling, which often leaves press members with little time to finalize their work before embargoes lift. Crafting insightful film criticism in just a few hours can be a challenge, especially when trying to ensure visibility in a crowded online space. While some studios might view the limited time as beneficial—potentially minimizing negative feedback—it also discourages the production of quality criticism.

Influencers, on the other hand, often face fewer constraints, allowing them to quickly share their thoughts, whether through a hyperbolic post declaring a film the best or worst they’ve ever seen. Their ability to rapidly broadcast opinions makes them appealing to studios, especially since many influencers focus on generating excitement rather than in-depth analysis.

While there are certainly creators who provide thoughtful commentary, the algorithms of social media platforms tend to favor content that is eye-catching and easily digestible. This is why you often encounter sensational thumbnails on YouTube and why many online movie influencers communicate in extremes. These strategies have helped influencers cultivate loyal followings, with audiences viewing them as both entertainers and more relatable sources of information than traditional media.

Influencers have made it easier for audiences to access content about film at a time when many newsrooms are downsizing. While social media personalities may not delve deeply into a director’s creative process, that depth may not matter to followers who see them as approachable figures in their digital lives. The parasocial relationships that develop in the creator economy are now being leveraged by studios through initiatives like influencer screenings. Engaging with nuanced criticism requires more effort than watching a quick TikTok, but it’s essential for encouraging studios to support quality discourse.

This doesn’t mean everyone should unfollow every creator in their feeds or that studios should only collaborate with traditional media. Instead, it highlights the importance of seeking out and sharing substantial criticism that goes beyond mere promotional content aimed at driving theater attendance.