How 'The Martian' Director Ridley Scott Is Shaking Up Movie Marketing

Plus, how he feels about his historic '1984’ Apple spot

More than three decades ago, Ridley Scott's 60-second ad for Apple, "1984," shook up advertising forever and helped establish the Super Bowl as a destination for the most ambitious marketing campaigns. Now, the Oscar-nominated director of Alien and Gladiator wants to rewrite Hollywood's marketing playbook. With his latest release, 20th Century Fox's The Martian, Scott went beyond the usual mix of trailers and TV spots, producing, with his content marketing agency 3AM, digital shorts that immersed audiences in the world of the film. At the same time, it was important to "bring brands in early enough [so the agency] could make sure that their brand story fit with the story that we were telling," said Jules Daly, president of RSA films and 3AM managing partner. An ad created in partnership with Droga5 and Under Armour centered around The Martian's main character (played by Matt Damon). Meanwhile, National Geographic Channel devoted a mini-episode of its StarTalk with Neil deGrasse Tyson to the movie's Mars mission. Scott talked to Adweek about marketing the modern blockbuster and whether he would ever do another Super Bowl commercial.