Laika’s Ambitious Leap with ‘Wildwood’
Laika Studios, renowned for its painstakingly detailed stop-motion animation, has unveiled its latest creation, ‘Wildwood’. After a seven-year hiatus marked by the commercial disappointment of ‘Missing Link’ and compounded by pandemic-related challenges, Laika is making a strategic push to ensure ‘Wildwood’ is not merely seen as a cinematic craft but as a must-see theatrical event. The Portland-based studio is known for its artisanal approach to animation, crafting detailed figures and scenes that captivate dedicated fans. However, the key challenge with ‘Wildwood’ is to translate this meticulous craftsmanship into box office success.
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A Strategic Shift in Marketing
David Burke, Laika’s Chief Marketing Officer, emphasizes the need for a strong cultural presence to create urgency. "Prestige alone isn’t enough," Burke told IndieWire. This represents a shift from Laika’s previous marketing strategies, which often focused heavily on showcasing the technical wizardry behind its films. For ‘Wildwood’, however, the focus is on narrative and emotional resonance, aiming to attract a broader audience beyond just children and animation aficionados.
Teasing ‘Wildwood’
The promotion for ‘Wildwood’ kicked off with a teaser trailer released at Cannes, setting the stage for its grand narrative. The film, based on a series by Colin Meloy of The Decemberists, centers on a girl’s quest into a mystical forest to rescue her brother. The trailer, accompanied by an M83 anthem, hints at a sweeping, emotional journey, underscoring Laika’s shift towards a story-driven approach.
The teaser quickly gained traction, amassing 115 million views across platforms in the first 24 hours and securing a spot on YouTube’s trending movie trailers list. This initial buzz is part of Laika’s careful strategy to build anticipation slowly, leading up to the film’s release on October 23.
Broadening Horizons
Expanding its reach, Laika is set to present ‘Wildwood’ at various influential events, including Annecy’s animation showcase and San Diego Comic-Con. Additionally, the studio is planning exhibitions at the London Design Museum and immersive experiences in Portland, where the story is set. These efforts are geared towards creating a palpable presence that resonates on both cultural and commercial levels.
Partnering for Wider Release
In a significant partnership, Laika has teamed up with Fathom Entertainment for one of its broadest releases yet, planning to screen ‘Wildwood’ in over 2,000 theaters nationally. FilmNation will handle international sales, adapting strategies for global markets. This approach aims to position ‘Wildwood’ as a major theatrical release, capable of competing on a larger cultural scale.
Beyond Animation
Burke’s strategy reflects a broader ambition to position Laika’s projects as significant cultural events, not confined to the niche of animation. The studio is leveraging ‘Wildwood’ to challenge prevailing perceptions about animated films, aiming to spark broader discussions and engagement from a diverse audience.
While Laika values its reputation for high-quality, original storytelling, the potential for ‘Wildwood’ to become a franchise looms, given its basis in a book trilogy. However, Burke remains focused on ensuring the film’s standalone success, aiming for ‘Wildwood’ to make a substantial cultural impact upon its release.
Through these multifaceted efforts, Laika is navigating the intricate balance between maintaining its artisanal identity and achieving commercial success, hoping to draw audiences into theaters with the allure of a compelling, visually stunning narrative experience.
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Claude Merritt explores the world of entertainment with a keen eye. From music to film, TV series, and popular culture, he covers celebrity news and American cultural trends with a lively and critical approach.
