Advertising is not what it used to be. When films like the original Alien were released, a lot of it depended on word of mouth, maybe a few positive reviews, and perhaps a teaser or two.
This is no longer the case in our digitally viral age, and Alien: Covenant seems to have gotten one of the biggest marketing pushes of the franchise. In fact, 20th Century Fox has already spent somewhere around $22.35 million on television ads alone.
If you don’t know what that buys, the company now has 31 ads that will air 1,706 times across 43 networks. Fox especially believes that TNT and Comedy Central will bring in the biggest audiences for the film, so expect to see plenty of ads show throughout those channels’ lineups. Fox is also eager to bring in sports fans, and so many of their ads are also airing between NBA games.
But it’s with the film’s release this week that the studio invested a staggering $5.29 million alone. And we’ll get to see how well this strategy works when the film finally hits theaters on Friday.
Bound for a remote planet on the far side of the galaxy, members (Katherine Waterston, Billy Crudup) of the colony ship Covenant discover what they think to be an uncharted paradise. While there, they meet David (Michael Fassbender), the synthetic survivor of the doomed Prometheus expedition. The mysterious world soon turns dark and dangerous when a hostile alien life-form forces the crew into a deadly fight for survival.
Alien: Covenant hits theaters May 19, 2017.
What do you think about Fox’s marketing decisions for Alien: Covenant? Let us know in the comments section below!