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How do you send a message to avid gamers—of all generations—that your movie isn’t just a spoof of their favorite genres, but is in fact a celebration of them?
That was the assignment given to Los Angeles agency Petrol by the marketing team behind 20th Century Studios’ upcoming movie, Free Guy. The theatrical release stars Ryan Reynolds as a character in an open-world video game who becomes self-aware shortly before the game is slated for cancellation.
The
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