Universal Skips Influencer Screenings for The Odyssey

Universal Studios has decided to skip influencer preview screenings for the film The Odyssey, Wired reported. The Hollywood Reporter first detailed the decision on Thursday. The film has a global premiere scheduled for July 7 in London.

Tickets went on sale earlier this month and caused movie theater apps and websites to become instantly overloaded. Showings in premium IMAX and 70 mm formats sold out rapidly across the US, with scalpers listing tickets for as much as $1,000 on eBay. The Odyssey also shattered the record for most seats sold in a 24-hour period at BFI IMAX in the UK.

The Odyssey is projected to open with $80 million to $100 million in ticket sales. Scott Mantz, cofounder of the Hollywood Critics Association, posted on X approving the decision. Kristen Lopez, editor-in-chief of The Film Maven, posted on X that skipping influencer screenings could become a trend.

Tim Grierson, senior US critic for Screen International, stated that skipping influencer showings is a great idea. He said actual film critics have become used to studios diminishing their importance by letting influencers be the first to comment on films. Grierson added that Universal is declaring it does not need influencers to bolster the film's initial word-of-mouth.

He noted that skipping the screenings is not the worst way to endear the studio to the people responsible for evaluating the movie. Grierson said he does not assume skipping influencer screenings will become the norm but wonders if it could catch on for certain projects.