Universal Studios has decided to skip traditional advance screenings for social media influencers for Christopher Nolan's upcoming film, "The Odyssey," according to reports from The Hollywood Reporter on Thursday, June 25, 2026.
The studio is bypassing "word-of-mouth screenings" usually held for content creators to generate early social media praise, moving directly to professional critic screenings ahead of the movie's global premiere in London on July 7.
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The decision represents a major break from standard Hollywood marketing strategies that use online tastemakers to soften potential negative reviews from journalists, while tracking data shows the film heading toward an $80 million to $100 million opening weekend.
Industry Reactions
Scott Mantz, a cofounder of the Hollywood Critics Association, expressed strong approval of the studio's strategy on social media.
"GOOD!!" wrote Scott Mantz on X.
"Because EVERYONE knows those so-called 'influencer' social media reactions are TOTAL BULLSHIT."
Other prominent industry writers shared similar sentiments online, with IndieWire chief film critic David Ehrlich joking that the decision aligned with the wishes of the ancient Greek poet.
"this is what Homer would have wanted," joked David Ehrlich on X.
The shift drew analysis regarding how major studios manage early film reception and whether the strategy could alter standard industry practices.
"Good on Universal!" wrote Kristen Lopez, editor-in-chief of the independent newsletter The Film Maven, on X.
"Interesting to see if other studios follow suit (though I'd lean towards no)."
Screen International senior US critic Tim Grierson indicated that the decision reflects a significant stance against the standard practice of favoring online creators for early buzz.
