![]() ![]() Just a week or so before the movie hit theaters, a featurette was released with director Rawson Marshall Thurber not only talking about working with Johnson in general, but specifically breaking down that incredible scene of Will Sawyer leaping from the crane to the building. The movie was part of the studio’s CineEurope presentation in June, around the same time Universal released a brief featurette with Johnson and others talking about the story and characters and how they wanted to convey a message about wounded veterans as well as tell a harrowing story. ? Cathay Pacific, which offered a special early screening of the movie and later partnered with the Hong Kong Tourism Board on a sweepstakes awarding the winner a travel package for two to Hong Kong. ? Carl’s Jr./Hardee’s, which offered movie-branded soda cups to diners. The first look we got at the movie was in the form of a Super Bowl TV spot that gave us the barest of outlines, skipping over any sort of character development or story in favor of just showing the audience a huge spectacle involving Johnson leaping from cranes and fighting bad guys to save his family.ĪMC Theaters and Real 3D offered a virtual reality experience that recreated the scene from the trailers and posters that got attention, namely the one with Johnson jumping from a construction crane to the fiery building across a massive gap.įor promotional partners, Universal lined up a few brands to help with additional marketing efforts: The rest of the trailer is filled with a few wisecracks, some nods in the direction of the story’s ridiculousness and lots and lots of action and large-scale set pieces.Ī final trailer (3.8 million views on YouTube) released at the beginning of July, just a couple weeks before the movie came out, began with an extended version of the scene where Johnson is navigating the exterior of the building before offering just a couple additional cuts to help establish the stakes. The second trailer in May (3.2 million views on YouTube) gives us a little more backstory before pushing him into the skyscraper-based situation that he then has to escape and rescue his family from. When a group of terrorists invade the building and start blowing things up, Johnson is the only one who can stop them, all in the name of protecting his family. And his family has been brought along because that’s how these things go. Now he’s a security consultant who’s been brought in to offer his opinion on a new building, the tallest ever built. The first trailer (16.4 million views on YouTube), also released in February, begins by showing that Johnson is - or was - a soldier who suffered an injury leading to the loss of one leg. Two posters revealed by Johnson in early July acknowledged the movie’s cultural inspirations, placing his photo as well as images of the building from the film and some of its promotional messaging within one-sheets resembling those of Die Hard and Towering Inferno. Another shows him leading his daughter through the flames as a way to convey the human stakes in the story. The next poster shows an extreme close-up of Johnson as he hangs on the outside of the massive skyscraper he’s trapped in, flames coming out the windows of the floors below him. In an entertaining thread, a Twitter user even did the math on the physics of the jump and found that in no scenario was he getting in that window. Reaction to the poster, released in February so as not to overlap with Sony’s Dwayne Johnson-starring Jumanji was, of course, that it was ridiculous. So it’s pretty clear we’re in summer action territory here, with a story that’s being sold primarily on the belief audiences will react to a big, spectacle-driven sequence. Johnson is leaping from a crane toward the broken window of a burning building on the first poster, a busy cityscape behind the action.
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