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2036: Nexus Dawn

basics
Industry: Culture, Recreation & Sport
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Synopsis
This in-world prologue film folds seamlessly into the world of Blade Runner 2049 because it was filmed, by design, during the film's principal photography with unique access to that ecosystem. Its architects dealt with a balance of production schedules, talent schedules and existing sets and locations. Then they had to make "2036: Nexus Dawn" align with the filmmaker's vision - in this case, Blade Runner 2049 director Denis Villeneuve. The idea, script and production had to address all these variables, much like building a plane as it flies.
Strategy
The creative team behind "2036: Nexus Dawn" was brought in by director Denis Villeneuve during Blade Runner 2049's development. They had unique access to the filmmaker, talent and production team to create original, in-world content that folded seamlessly into Blade Runner 2049's backstory. An important part of the integrated film marketing campaign, the official prologue film was conceived to appeal to original fans, and an entirely new audience learning of the Blade Runner world for the very first time - this time via one of today's most phenomenal talents, Jared Leto, who delivers a powerful performance as his character Niander Wallace. Jared Leto introduced "Nexus Dawn" on his Twitter when it dropped online over a month before the film's premiere; it was Blade Runner 2049's first official prologue film. It went viral, getting traction across a wide range of media outlets and social media channels.
Relevancy
This work is exemplary of the evolution of movie marketing. It goes beyond the movie trailer to extend the film's narrative with entirely original content, in effect helping the filmmaker fill in backstory on both characters and feature film plot. "2036: Nexus Dawn" is in-world content, shot during principal photography. This official prologue film appeals to existing fans of the seminal original Blade Runner (1982), and engages an entirely new audience (with views exceeding 2.5M) who get hooked on Jared Leto's mesmerizing performance as Blade Runner 2049's Niander Wallace, and have their appetites whet for more original content.
Outcome
The film reached 2.5M + on Warner Bros' YouTube, with hundreds of thousands more across client, partner, influencer and fans' social channels. Over one week, it was covered extensively by a wide range of media outlets, including Fast Company, Adweek, Deadline, Hollywood Reporter, Vice, EW, The Verge and more. Entertainment tastemaker Polygon cited Nexus Dawn as an example of "how a four-minute short film that explains a specific plot point can be more effective than a teasing trailer."
Execution
Set in 2036 Los Angeles, “2036: Nexus Dawn” debuted online on August 30, 2017, following the release of Blade Runner 2049’s official trailer in July. It was the first in a series of gripping in-world prologue films released before the film’s October 6, 2017 theatrical release. It dropped on Warner Bros.' YouTube with Collider having a 48-hour media exclusive; Jared Leto introduced it to his fans on Twitter, and it was shared across Warner Bros' and partner companies social channels - Facebook, Twitter, instagram. In one week, "Nexus Dawn" was covered extensively by a wide range of media outlets, including Fast Company, Adweek, Deadline, Hollywood Reporter, Vice, EW, The Verge and more. Entertainment tastemaker Polygon cited Nexus Dawn as an example of "how a four-minute short film that explains a specific plot point can be more effective than a teasing trailer."
CampaignDescription
“2036: Nexus Dawn” is an original prologue film for Blade Runner 2049. "Nexus Dawn" explains what happened in the world of Blade Runner between the first movie, set in 2019, and this sequel, set in 2049. The short takes place in the year 2036 and revolves around Jared Leto’s character, Niander Wallace. Wallace introduces a new line of “perfected” replicants called the Nexus 9, who are seeking the repeal of the prohibition on replicants.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
Online: Fiction
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