How a supernatural horror sequel became a viral marketing sensation before its release
In short: While the 2017 film Rings faced harsh critical reviews, its promotional campaign achieved massive digital reach. A single prank video featuring a costumed actress terrorizing shoppers in an electronics store generated 200 million views in just 24 hours, proving that viral marketing could outpace the film's own reception.
Directed by F. Javier Gutiérrez, Rings serves as the third installment in the American Ring franchise. The production journey was lengthy, beginning with an initial 2014 announcement under the title The Ring 3D. After several script revisions by writers including Akiva Goldsman, principal photography took place in Atlanta between March and May 2015, followed by reshoots in July 2016.
The plot centers on a young woman named Julia who attempts to save her boyfriend, Holt, from a lethal curse transmitted via a mysterious videotape. The narrative delves into the origins of the antagonist, Samara Morgan, revealing a dark history involving her biological father, Galen Burke. The film concludes with a twist where Samara is reborn within Julia, a development signaled by the translation of a Braille mark as 'rebirth'.
Commercially, the film was a success, grossing $83.1 million worldwide against a $25 million production budget. Despite this, it struggled with American audiences and critics, earning a 7% approval rating on Rotten Tomatoes and a 'C-' grade from CinemaScore. Some analysts suggested that the film's underwhelming domestic performance and negative reception contributed to the cancellation of a planned Friday the 13th installment.
Paramount had originally envisioned an annual release schedule for the franchise, hoping to fill the void left by the conclusion of the Paranormal Activity series. However, leadership changes at the studio and the film's mixed legacy left future sequels in limbo. While some international critics praised the film's 'loopy' finale and cinematography, the project remains a divisive entry in the series, remembered as much for its viral marketing as for its complex, often-criticized mythology.
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- Summary by Intellect · source: Rings (2017 film)
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