Almost the entire promotional campaign is rooted in showcasing how the new movie borrows elements from the original 1992 animated feature.
Disney’s live-action remake of Aladdin hits theaters May 24, just a couple months after the relatively underwhelming returns of Tim Burton’s Dumbo ($347 million worldwide) and a couple months before Jon Favreau’s anticipated update of The Lion King. For this one, Guy Ritchie directs a cast that includes Mena Massoud as the title character, Naomi Scott as Jasmine and Will Smith as Genie, a role voiced in the original by the late Robin Williams.
This new version, opening during the busy Memorial Day holiday weekend, uses that cast to tell a story that pulls generously from the original while adding some new elements to give the audience something original. The marketing – posters, trailers, billboards, paid social media buys – has relied heavily on nods to the 1992 animated classic to present the movie as something both familiar and as nostalgic as possible.
Source: Hollywood Reporters
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