Influencer screenings aren’t going away

For a few days, it seemed like Universal decided that there would be no advanced screenings of Christopher Nolan’s The Odyssey for influencers. But on Monday, influencerssat alongsidetraditional critics and journalists at special showings of The Odyssey specifically for the associated press junket. Despite what it may have looked like, Universal was not going back on its word. The studio was simply embracing an undeniable reality of the modern entertainment press.

Much as it may pain some to admit, influencers and content creators have become a significant part of our media ecosystem — one that offers film studios an invaluable way to reach larger, more diverse, and younger audiences. Whether it’s a YouTuber’s video essay, a TikToker’s reaction video, or a glowing review on Instagram, influencers’ content can go viral if it resonates with (or enrages) a rabid fan base. And the way that some influencers build massive...

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