“Ready Player One” is a tough film to market. As is evidenced by the hit-or-miss marketing materials we’ve seen so far for the film, it’s clear the studio doesn’t really know which direction to go with the film. Is it a typical action/adventure popcorn film? Is it a love letter to ‘80s nostalgia? Is it a futuristic sci-fi return-to-form for director Steven Spielberg? The problem is that it’s pretty much all three.
So, the marketing materials have all reflected this sort of identity crisis, for better or worse. But nothing, and we mean NOTHING, can prepare you for the latest awfulness from “Ready Player One.”
Recently, people have spotted a new set of posters floating around for the film, as seen over at /Film, and they’re just terrible. Banking on the nostalgia aspect of the film, these posters are riffs on classic films. There’s “The Breakfast Club,” “Back to the Future,” “The Matrix,” and a slew of other film posters that have turned into half-assed Photoshop messes.
What makes the whole thing hurt more is that the Frankenstein-ed posters are confusing. If you haven’t read the novel, you may wonder who the hell these characters are. Those people on the posters sure doesn’t look like Tye Sheridan, Olivia Cooke, or Ben Mendelsohn. While the posters are good for attracting attention, they drop the ball where it matters – selling the movie.
For those that haven’t read “Ready Player One,” and aren’t familiar with the premise, the story takes place in a future where everyone is obsessed with a virtual reality simulation called The Oasis. In VR, people can become avatars of themselves, and interact with a world filled with pop culture nostalgia. You can drive the famous Delorian from “Back to the Future” or recreate your favorite movie scenes. So, the film is bound to feature nostalgia on top of nostalgia, with a heaping helping of nostalgia on the side.
The characters featured in these posters are the avatars of the actors from the film. Try explaining that to the family of four that just wants a fun time at the movies. Maybe we’re wrong and these are going to be the driving force that sends floods of people to the theaters.
Right now, however, these posters are bad signs of a marketing strategy that just doesn’t know what they’re doing.
