Social media continues to be a pivotal part of how studios market films, especially to younger, perpetually online audiences. While it’s difficult to know if quirky social media posts like the TikTok ad for “Napoleon” are actually helping the film, they’re certainly making for quality meme content. That’s not the only weird ad Sony has made for “Napoleon.” Consider this video, which features Phoenix’s Napoleon rubbing a letter from his wife, Josephine (Vanessa Kirby), on himself, with the caption and visuals saying that he’s in a perfume shop. The official Sony Pictures TikTok account is riddled with hilarious videos promoting the film, and per the comments, fans are loving the promotional strategy.
Sure, the memes are great, but should audiences go out and rush to see “Napoleon”? The film, like the world leader it’s based on, has proven to be divisive among both critics and audiences. Looper critic Audrey Fox was mixed on the film, awarding the Ridley Scott epic a 6/10 based on its performances and battle sequences. This mixed sentiment extends across the board — “Napoleon” has a 60% rating from critics on Rotten Tomatoes and a disappointing B- CinemaScore from polled audiences.
Overall, the film is a mixed bag, with many critical of its pacing and narrative choices that don’t fully highlight just how nuanced Napoleon was as a general. Despite the mixed reviews, audiences showed up in droves to support the picture over Thanksgiving weekend 2023, bringing in a five-day haul of $42 million. Maybe Sony Pictures has its TikTok meme campaign to thank for the film’s stellar opening?
