Atomic Blonde kicks and punches its way into theaters Thursday, so Universal Pictures has been fueling the hype for the debut of its femme fatale with female-centric marketing surrounding Charlize Theron as MI6 agent Lorraine Broughton with campaign slogans like, “fight like a girl” and “a woman’s place is on top.”
Based on the graphic novel The Coldest City, Atomic Blonde takes place in 1989 Germany on the eve of the collapse of the Berlin Wall.
Universal embraced the neon 1980s aesthetic with its advertisements, combining black-and-white images with neon pink. Fans were able to create their own on the official website, complete with their own custom alias. For every Atomic Blonde alias image shared on social media and tagged #AtomicBlonde, Universal will donate $1 to the It Gets Better Foundation, supporting LGBTQ youth.
— #AtomicBlonde (@atomic_blonde) July 23, 2017
Stoli Vodka and Universal Pictures partnered on a co-branded multimedia campaign that includes a number of TV spots, print, digital and social media content. The US campaign includes a 1980s-themed Pandora digital station, featuring music from the Atomic Blonde soundtrack and of course, plenty of screen time for the spirits brand. The “Atomic Blonde”—Stoli on ice with a lemon twist—has been named the official drink of the film. Stoli is also holding a sweepstake for fans. The grand prize winner will receive a trip for two to Germany to visit the Berlin Spy Museum.
An 8-bit online game was also introduced online, in which players must fight their way through wave after wave of attackers. Atomic Blonde is directed by David Leitch, who co-directed John Wick, so there’s a good chance a whole lot of people in this film are going to get punched in the face. Behind-the-scenes featurettes, including Theron’s fight training, have been shared leading up to the film’s premiere—highlighting the fact that the leading actress performs her own choreography.
A special Snapchat Lens was also released that dresses users with blonde hair and dark sunglasses. The film also made itself known at two of the biggest fan conventions this year with an IGN party at E3 in June and with a screening at San Diego Comic-Con that was complemented with with a free happy hour.
Following the success of DC’s Wonder Woman, audiences are prepped for a powerful female lead, but the record-breaking comic book film is a hard act to follow in terms of revenue. Atomic Blonde is projected to gross around $20 million for its opening weekend.