Bright was the first major Netflix Originals movie. Will Smith’s involvement was the key selling point. We were briefed to create a campaign that was going to achieve fame, talkability and widespread appeal for Bright, shaped around Will Smith. But without a blockbuster marketing budget - and with only 5 minutes of Will’s time.
Movie-watching is changing. You don’t have to go to the cinema anymore. As a Netflix Original film, Bright could be viewed on phones, tablets and laptops in over 190 countries, released to everyone at exactly the same time. With that many screens launching simultaneously, the stars of the film struggle to do all the PR associated with a blockbuster film.