When it comes to the world of gaming, few titles are as big as Fortnite at the moment. A fully-blown cultural phenomenon, the battle royale game is thought to have in the region of 250 million players worldwide and has proven to be a huge hit.
Join the battle for the Infinity Stones. Fight as Chitauri and Thanos or wield Avengers: Endgame items in the Endgame LTM.
The Avengers: Endgame LTM is leaving soon so complete all of your challenges while you can! pic.twitter.com/9DHJJNCWBS
— Fortnite (@FortniteGame) May 5, 2019
With that in mind, it is perhaps unsurprising that the title has emerged as one of the new ways that Hollywood studios are looking to promote their next big blockbusters. In recent months a special event was held in the game related to the release of Avengers: Endgame, while a special set of items related to John Wick were also issued to mark the launch of John Wick 3: Parabellum.
A close relationship
Video gaming has of course had a close relationship with the movie world for some time now, with these special Fortnite promotions being a natural evolution from the days when tie-in games were part and parcel of the release of a new blockbuster.
A concept which could always prove hit and miss, the likes of Goldeneye and Spider-Man 2 are classic examples of when developers managed to get things right. In fact, the former proved so popular that it has been remastered and reimagined on several occasions since its original release for the Nintendo 64 back in 1997.
However, video gaming is far from the only area to develop a strong link with movies or be used as part of promotions. Here we take a look at a few other industries which have been – and continue to be – inspired by events in Hollywood.
Face the music
Soundtracks are of course a core part of movie-making, but there was once a time when almost every blockbuster came with a major title or theme song attached. The 1990s were probably the biggest time for this trend, with Aerosmith’s Don’t Wanna Miss a Thing being linked to Armageddon and essentially every Will Smith movie from Men in Black to Wild Wild West being promoted with a track from the great man himself. Then there was Batman Forever, which featured not only U2’s Hold Me, Thrill Me, Kiss Me, Kill Me but also Seal’s Kissed By a Rose.
There are signs that this concept is making a bit of a comeback, with Kendrick Lamar curating the hugely successful Black Panther soundtrack and other recent examples including Elton John and Taron Egerton teaming up for a track to promote biopic Rocketman.
A solid bet
The links between the movie world and betting are perhaps not as obvious, but are undoubtedly a major issue. It has become common for people to bet on the outcome of various topics related to Hollywood, with the future of James Bond being a prime example. Odds are fluctuating all of the time regarding who will replace Daniel Craig following his final outing in Bond 25, with the likes of Richard Madden, Cillian Murphy and Idris Elba all among the latest to be linked.
This betting trend has even gone on to have an impact in the TV world too, with some people choosing to bet on the outcome of Game of Thrones prior to its final season. However, as this page on how GOT leak impacted bookies explains, the concept was not without its issues – particularly when details of the final episodes emerged ahead of their official airing.
Food for thought
Another slightly stranger place where the impact of Hollywood has been felt is in the food world. Tie-ins to promote films have been a common sight for a number of years now, with studios often linking up with fast food providers for different deals and special edition meals.
One of the more interesting takes on the concept was Burger King’s decision to mark the release of Christopher Nolan’s seminal Batman epic The Dark Knight with the release of the Dark Whopper. Consider the film’s huge critical acclaim and why-so-serious tone, it does seem odd to look back and see it celebrating in the form of a burger.
Finally, a more conventional option for movie tie-ins is of course the world of toys. The release of a range of blockbusters has been marked with a range of toys, with many even becoming sought-after and hugely collectible. Earlier this year, Hansons Auctioneers in the UK found a set of vintage Star Wars figures which are expected to make up to £5,000 at auction in the coming months.
Again though, there is an area where the occasional odd decision has been made. For example, releasing toys to mark the release of ultra-violent movies like Rambo and Robocop seems like an intriguing choice.
New and different approaches
When all of this is considered, it is fair to say that recent movie promotions run with Fortnite are just the latest example of studios using different approaches to promote the latest releases. A host of tactics have been used through the years and it will be interesting to see what other new strategies emerge in the future.