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Christopher Nolan's "The Odyssey," released through Universal Pictures (Comcast: CMCSA), posted an opening weekend that observers are framing as a box office takeover.
The campaign Universal ran to produce that result is now drawing attention on its own terms. Beyond the gross, the rollout is the part worth examining.
The campaign in focus A box office takeover is a strong characterization. It implies a dominant result, and the argument being made is that Universal's campaign for "The Odyssey" earned the description.
What a campaign does before the first session shows up in the shape of the opening weekend. Nolan's name brings an audience into the conversation before any campaign begins.
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