20th Century Fox has opted for an eye-catching viral marketing approach to promote Gareth Edwards’ The Creator movie using AI robots. Anticipation has been high for the sci-fi thriller since trailers unveiled the story centers around a war for survival with humans going up against AI.
what better way to promote a post-apocalyptic feature than reminding audiences of their fear of AI humanoids taking over? That is the sentiment from the crowd who witnessed robots at Sunday’s NFL game between Chargers and Dolphins at SoFi Stadium in LA. The eerie-looking unexpressive humanoids were spotted seated among the crowd as spectators and seen inside the ground.
While their movements seem inhuman, they appear to be actors donning the AI robotic prop over them. The design has the same features as Ken Watanabe’s Harun the humanoid shown in the promo footage. Even so, people are still unsure if 20th Century Studios’ marketing stunt actually featured real robots.
Meanwhile, some pointed out The Creator movie is choosing the same route as Paramount’s viral marketing strategy for Smile movie. To promote the horror flick, actors were planted in the crowd and mustering up big scary smiles. The incident did not go unnoticed with many outlets covering the clever promotional tactic.
This is the best kind of marketing like when they did the same with SMILE https://t.co/UgWiIWPi8f
— Aaronjwatches (@aaronjwatches) September 12, 2023
Seen at SoFi Stadium for the Miami Dolphins vs Los Angeles Chargers game #TheCreator pic.twitter.com/8ju2rJc3vs
— Geoff Abbott (@VisionaryDigMar) September 10, 2023
now this is a marketing budget well spent https://t.co/C2uL38clSA
— kristen hawley (@kristenahawley) September 11, 2023
At an NFL game AI robot from the upcoming moving "The Creator" made a striking appearance .
🤦🏾♂️This looks dangerous pic.twitter.com/4jrTUGXjij— Val48🔶𝕏 (@3d_sacrifice) September 11, 2023
AI robots infiltrated the Chargers’ season opener at SoFi Stadium to promote 20th Century Studios’ “The Creator.” AI robots roamed amongst the crowd during the Dolphins’ 36-34 win over the Chargers on Sunday. pic.twitter.com/uR9cCZTxyl
— The Sporting Tribune (@SportingTrib) September 10, 2023
Viral! Ai Robots at @los angeles chargers Game! Its for the movie promotion of “The Creator” but the question everyone is asking, “are they real robots?” #theparanormalchic #nfl #airobot #ai #artificialintelligence #robots #chargers #thecreator #moviepromotion #movie #real #fake… pic.twitter.com/aNR5uz51Iu
— Myra Moore- The Paranormal Chic (@t_paranorm_chic) September 11, 2023
Bloody robots, coming here, watching our sports, drinking our squash. https://t.co/Ejcp8Z6Ejt
— Paul Klein 👾 (@paulkleinyoo) September 12, 2023
#TheCreator Created Robots to perform Human Duties(Spectators,Guards) at NFL today pic.twitter.com/BaH6T0kYd9
— Arab King Kong KSA (@ArabKong_ksa) September 11, 2023
Similarly, 20th Century Studios’ viral marketing strategy seems to have worked in their favor to attract moviegoers for its premiere set later this month. Though in fairness, the positive early reactions surrounding the sci-fi film have amplified its box office success.
The film’s star-studded cast such as John David Washington as the titular character, and Gemma Chan as Maya have also attracted moviegoers. Even the behind-the-scenes crew like Oscar winner Greig Fraser‘s involvement has piqued cinephiles’ curiosity.
With the ongoing double strike in Hollywood over studios denying to regulate the use of AI – The Creator movie has turned out to be the most relevant sci-fi feature of the year. In fact, while Gareth Edwards chose to set the story’s timeline at 2070, he feels “I should’ve gone for 2023 ’cause everything that’s been unfolding in the last few months is kind of scary and weird.”
🤖 Did the Chargers Have Real AI Robots at Their Season Opener Called, “The CREATOR”⁉️ pic.twitter.com/tUzLNlAm92
— B̲eth Kay 🔥 (@PoisonDeathShot) September 12, 2023
A new movie called "The Creator" placed human-looking robots throughout the crowd at yesterday's Chargers game as a marketing stunt. Super creepy.
(📷: @CmplxRH) pic.twitter.com/tlSAE5WvbM
— Joe Pompliano (@JoePompliano) September 11, 2023
They ALWAYS use the NFL to roll out this DARPA shit. #TheCreator pic.twitter.com/TirwmZ524Y
— Stew Peters (@realstewpeters) September 11, 2023
We are being replaced…. #thecreator pic.twitter.com/fUy0T0ziiI
— Brian Tyson, MD 🇺🇸 (@btysonmd) September 10, 2023
You're seeing it right, among the fans sitting at SoFi Stadium on Sunday with the Miami Dolphins game against the Los Angeles Chargers were a bunch of AI robots.
2023 SUCKS! 😳#TheCreator #AI #robots #LAChargers #MiamiDolphins pic.twitter.com/ofkbW0IXmF
— ∼Marietta (@MariettaDaviz) September 11, 2023
Please, this type of marketing is just cringe, it wasn't believable with "Smile", it ain't believable now. https://t.co/0MCeYZh2zo
— Frank West (@Fronkuss) September 12, 2023
LITERAL AI robots seated at the Chargers Vs Dolphins game at SoFi Stadium. – THE CREATOR is about to be revealed and is ALREADY in our midst!
Experience #TheCreator only in theaters September 29.: #22 pic.twitter.com/PDPCL66MLW
— JacobIsrael71 (@JacobIsrael71) September 12, 2023
I like when marketing for a show/movie does this! https://t.co/s5vkGUrkzu
— Gus{topher) (@GusDaBus10) September 12, 2023
The Creator will be released in theaters on September 29.
