The latest cinematic take on Frank Herbert’s sci-fi epic Dune won’t be released until October 22, when it hits theaters along with the HBO Max streaming service. Yet Monday Dune was all the rage on social media after the publication of official stills of the main characters.
The new posters highlight several key characters from the film, including Timothée Chalamet as Paul Atreides, son of Duke Leto Atreides (Oscar Isaac) and Lady Jessica (Rebecca Ferguson). Other notable characters include Zendaya as Chani and Javier Bardem as Stilgar, two of Dune’s native Fremans; Jason Momoa as Duncan Idaho, Josh Brolin as Gurney and Stellan Skarsgård as Baron.
The release of the footage comes less than a week after @dunemovie posted a “preview” of an upcoming IMAX trailer (@IMAX) last week. On July 21 and 22, new footage from the upcoming film will be shown in IMAX theaters, while a different trailer will then be released online.
Max IMAX Trailer
Warner Bros. went out of his way to promote the film, and this effort to draw fans to theaters to see “preview” footage is reminiscent of WB’s strategies with Christopher Nolan Batman’s second and third films, including The black Knight and The dark knight rises. While this PR campaign, which was unique in that it included full footage from upcoming films, was unique, this time around it’s not just WB’s PR teams doing the work to convey word to the fans.
Dune trending on social media with over 180,000 tweets Monday afternoon, while IMAX events are sold out (although technically free).
The spice should flow, and clearly the trailer will roll.
Few sci-fi franchises – at least the ones that don’t include Baby Yoda – have seen such a wave of enthusiasm on social media, but Dune isn’t just another popcorn movie.
“Dune isn’t a kids’ sci-fi movie, it’s one of the most iconic sci-fi franchises of all time, and one that has never had a good track record on the big screen, ”said said Scott Steinberg, brand marketing expert. “People have been waiting for this film for decades. “
Past efforts to create a movie version have had mixed results at best. David Lynch’s 1984 film itself had been in the works for decades, and though visually impressive at times; the film was long and confusing due to the plethora of characters and intertwined plots. A miniseries made for television was closer to the point, but lacked the epic qualities on the small screen in the pre-HDTV era.
Then there’s the fact that the story is just as important to fans as the special effects.
“Dune isn’t the easiest series to tackle, as it’s a lot richer than a lot of other sci-fi franchises, but with the success of The Lord of the Rings cinema and Game of thrones on television it’s clear that there is an audience for the rich storytelling and character development, ”said Steinberg.
“And because of that the expectations are high. It’s a very rabid fan base,” he added. “There’s a whole generation that wasn’t influenced by David Lynch’s version, so at this point the hype is just as important as the end product.”
A new and better world
For some viewers it will be a return to Arrakis, the planet also known as “Dune,” but for many it could be a fresh start for what promises to be an epic new film series. contrary to Star wars or Star Trek there’s no need to worry that the franchise is oversaturated – at least not yet.
“How many times have you Star wars the characters have been reviewed or Star Trek been re-imagined, “Steinberg reflected.” This is the point that these series were overrated, so Dune is something different to get excited about and social media is where the hype is built via fans. “
In many ways, fans do the job for the PR teams.
“Absolutely. Social media is the biggest megaphone in the world, and when collective power comes together, the volume is intense,” said Steinberg. “After the craziness of the past year and a half, there is a climax for something big and grand. The excitement has peaked and the audience wants to be blown away.”