The vampire Morbius lives up to his moniker by coming to life on a 3D billboard ad in Sony's latest and most terrifying marketing effort. Jared Leto's Morbius, initially a villain to Spider-Man, is the newest Marvel character making his long-awaited debut on the silver screen in a solo film. It will follow the eponymous Michael Morbius, a scientist who attempts to cure his rare blood disease with an experimental treatment but becomes an immortal vampire instead. As an antihero, Morbius attempts to do good while fighting sinister urges due to his transformation.
The film will be Sony's first foray into the world of Marvel's vampires, an otherwise exciting prospect if not for various snags. Muddled marketing tactics implied confusing connections to the Marvel Cinematic Universe that left fans scratching their heads. And, perhaps most importantly, a delay comparable in length to The New Mutants derailed some of the interest generated in early 2019 when principal photography began. But after numerous trailers and marketing campaigns, Sony has finally kicked their advertising strategy into high gear mere weeks before the movie's premiere date.
Journalist Marcelo Córdova shares the studio's attempt to reinforce the film's vampiric theme and excite viewers about its horror elements with a massive 3D billboard for Morbius in Milan, Italy, that shows the character ripping through the movie poster and snarling at onlookers. The ad gives passersby a clear look at the Living Vampire's CG-created face, a horrifying bat-like visage that Sony kept hidden in initial marketing items. The Italian release date of March 31, 2022, is also present on the poster. Check out the tweet below:
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The ad is a perfect teaser for Morbius's transformation throughout the film, from a human being hoping to overcome a terrible disease to a ravenous, horrible creature that must temper its bloodlust through immoral means. Not to mention, more interactive advertising tends to attract more potential consumers than a typical medium. The billboard in Milan appears stagnant and harmless, much like Morbius before his transformation, and then shocks with a spine-tingling reveal. It is currently unknown if any other markets feature a similar ad.
After successful performances by Venom and its sequel, Venom: Let There Be Carnage, Sony is banking on Morbius to continue that trend for its Spider-Man Universe. While some fans are excited about the Living Vampire's on-screen debut and buying out Morbius comics in preparation, others are pessimistic following the delays and hit-or-miss marketing. A poor box office showing could set a bad precedent for the upcoming Kraven the Hunter movie despite Venom's success. This ad is a step in the right direction, asserting Morbius's roots in superhero literature and horror, but Sony will have to see the fruits of its labors when the movie releases worldwide from March 30-April 1 in theaters.
Source: Marcelo Córdova
