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Entertainment Marketing: Movies, TV, Music and Gaming Advertising Paramount Pictures

Dwayne Johnson and Zac Efron get into a phallic rivalry in Baywatch poster argument

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By John McCarthy, Opinion editor

March 21, 2017 | 3 min read

Baywatch, a big screen revivial of the 90s show, is on the horizon and the studio is using its star power, Dwayne Johnson and Zac Efron, to generate buzz around the movie in a rather unconventional way.

Baywatch

The Baywatch poster - right

The pair has utilized its sizeable Twitter audience, a combined 24.5m, to engage in a crude phallic argument around the movie’s poster, underlining the level of comedy and the rivalry the two will share on screen.

Paramount Pictures has already had Johnson use his substantial Instagram presence to build out clues around the adaptation - all part of a carefully executed marketing plan.

The throwaway comments enjoyed sizeable engagement and expanded the footprint of the poster – which includes call to actions such as the movie’s launch date – 29 May.

Johnson replied.

And Efron hinted that money may have changed hands.

It comes after Paramount ran weather-triggered billboards to run ads for the movie – only when the sun is shining because who visits the beach in the rain?

Watch the Baywatch Super Bowl slot below.

Entertainment Marketing: Movies, TV, Music and Gaming Advertising Paramount Pictures

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