Tenet
Here ’s why the preview forTenetpremiered on Fortnite . By this point , Christopher Nolan is jolly infamous for the unconventional way he commercialise his pic . Being a major proponent of the theatrical experience , Nolan has often promoted his movie with IMAX - exclusive previews to ensure moviegoers get their first taste of his previous labor on the big screen . If anything , he stepped up with his secret plan with the merchandising forTenetbyreleasing the first mystifier withHobbs & Shawlast summertime , but only micturate it available to see in theater of operations . By comparison , theTenetteaser trailergot a far more received rollout last December .
Most people expectedthe latestTenetpreviewto release online in a similarly customary fashion , what with theaters being closed due to the coronavirus lockdowns . or else , Warner Bros. thew them for a loopby debut it onFortnite(in the game ’s Party Royale mood ) before eject it on YouTube and societal media curtly after . As it turn out , this was ( sorta ) Nolan ’s own estimation .
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In a two - part station toTwitter , Epic Games steer Donald Mustard explained howTenet’sFortnitetrailer debut came to be :
The idea of debuting the TENET dawdler hail from a phone call with Christopher Nolan . We were all talk about our love of seeing new trailers in a THEATER and how sad we were that we ca n’t do that in good order now - but how maybe this could be the next best thing … When we do anything like this , it ’s always born and drive from a human relationship between creatives trying to wreak something we think is awesome to lifetime .
Upon further inspection , dropping theTenettrailer onFortnitemakes a surprising amount of sense . With theaters closed andpublic event like sports game still on - time lag , there were few platforms available for WB to premier the trailer on . Combined with the fact so many people have turned to play videos game to pass the time while they ego - quarantine at home , the studio and Nolan distinctly saw an opportunity to capitalize on that by launch the latestTenetfootage on a popular title of respect likeFortnite . Nolan might not be a big gamer ( at least , we usurp he ’s not … ) , but he does have children and was likely even familiar withFortnitebefore his call with Mustard . If so , it might ’ve not been all that unmanageable to convert him releasing theTenettrailer this way of life would not only make ita right result like the previews for his other films , but also appropriate the movie to reach a broader ( and young ) interview than it already has .
Really , the foreign part of all this is probablytheTenettrailer ’s lack of a confirm release date , but even that can be attributed to the film ’s sinful circumstances . Tenetis the most noteworthy outlier among the previous harvest of summertime 2020 movie in that it has n’t pitch from its original discharge date , even as it remains unreadable when field of operations will be capable to safely reopen . WB reportedly necessitate about80 % of the world ’s theater to be up and running againfor it to warrant premieringTeneton July 17 as planned , but the fluidity of the ongoing health crisis makes it very hard to say if that ’s even doable ( much less , a wise course of study of action ) . So who know : when all is aver and done , Tenet ’s drone dropping onFortnitemight not even end up being the weird part of its promotional campaign .
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author : Donald Mustard / Twitter
