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The John Wick movie franchise starring Keanu Reeves is one that inspires more passion and discussion among its fans than almost any other action films. While it might be known colloquially as “the movies about an assassin avenging his dead dog,” the series clicks on several deeper levels thanks to its lush visual aesthetic and endearingly gothic tone.
A movie like John Wick 3: Parabellum can pose an incredible challenge on the marketing front. Trailers and print ads must energize fans while doing justice to its complex vibe and nuanced anti-hero—ideally while also enticing new audiences to discover the franchise.