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AI robots promote Gareth Edwards’ The Creator movie at NFL, internet praises 20th Century Studios’ viral marketing: ‘did the same with Smile’

AI robots promote Gareth Edwards’ The Creator movie at NFL, internet praises 20th Century Studios’ viral marketing: ‘did the same with Smile’

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.

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.”

The Creator will be released in theaters on September 29.

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