Dredd 3D launches in UK cinemas this weekend, to almost universally positive reviews in British mainstream media outlets. Even the lowest scoring review I could find fails to say anything truly negative to say about the film. The press ads feature glowing quotes from non-genre sources as the canny marketing campaign works to court a populist audience, building upon the approving word-of-mouth from the geek world which has been building steadily since SDCC. The UK’s top-selling daily, The Sun, today led its weekly movie review spread with one of the most favorable reviews yet, in a source which often primes the average British consumer on how it’ll spend its entertainment budget over the weekend. The Sun may often be derided by its critics, but the power it wields should not be under-estimated. Its approval alone may go a long way to ensuring that Dredd is a hit at British cinemas.
2000AD publisher Rebellion continue to skilfully bring the right products to market to exploit this wave of publicity, and to seed stories in a variety of interesting places. Design blog Creative Bloq features The Art Of Judges Dredd, a high-end coffee table book showcasing enough classic artists to entice the nostalgic, but featuring enough great modern-era art to entice them back. Whoever handles publicity for DNA Films (when not crafting witty viral websites) again harnesses the headline-making power of street art: here the website Londonist features the artists Koze and Onion as they paint a mural of a classic Simon Bisley Dredd pose onto the side of a warehouse visible to incoming flights to Heathrow airport. (via ECBT2000AD)
And the London-based Oscar-winning visual effects house Framestore have released concept artwork they completed for Dredd 3D four years ago on their blog, which show how their work remained intact to dictate the look of the film.