By John McCarthy

If you’ve been online or watched a TV in the last few months, chances are you’ve seen an ad for the Ridley Scott-directed sci-fi movie Alien: Covenant.

Twentieth Century Fox hopes to rebirth a potential moneymaking franchise leveraging the iconic visuals of the originals, Ridley’s Alien and the James Cameron-directed sequel Aliens.

Whereas critics have widely branded the movie as a formulaic entry that follows the beats of the originals, the marketing campaign contrasts completely with the compelling use of personalised and branded content (which we’ll get to later on).

At the start of May, Variety estimated that the studio Read full story ›

Source: The Drum