Sony Aims to Spark 'Bad Boys' Revival With Sequel Marketing

'One last time' is the dominant theme of the promotional campaign.

1/17/2020 11:59:00 PM

With tracking estimating a $38 million to $50 million opening weekend, Columbia’s campaign for BadBoysForLife has positioned the movie as very much a throwback to the kind of movies associated with Michael Bay

'One last time' is the dominant theme of the promotional campaign.

Axelle/Bauer-Griffin/FilmMagicWill Smith and Martin Lawrence at the premiere of 'Bad Boys for Life' at TCL Chinese Theatre on January 14."One last time" is the dominant theme of the promotional campaign.The last time Will Smith and Martin Lawrence teamed up as detectives Mike Lowrey and Marcus Bennett it was in 2003’s

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Bad Boys II. Now Columbia is hoping there’s still and audience for a big action buddy comedy as it releasesBad Boys For Life.As they find themselves much older than when they started on the police force, Lowrey and Bennett are on the cusp of taking very different paths. Lowrey wants to keep going, continuing to chase bad guys and live life on the edge. Meanwhile, Bennett is ready to settle down and put it behind him. Things get complicated when Lowrey’s life is threatened by a murderous crime lord, necessitating one final ride for the partners. To complete the mission the partners will have to team up with a group of young hotshots whose methods are much different than the more experienced officers are used to.

With tracking estimating a$38 million to $50 million holiday opening weekend, Columbia’s campaign has positioned the movie as very much a throwback to the kind of movies associated with Michael Bay, who directed the original. In fact, they’re the kind of movies he’s still making, as evidenced by the recent Netflix original

6 Underground. That means lots of explosions, lots of comedic banter and more explosions from directors Adil El Arbi and Bilall Fallah as well as writers Chris Bremner, Peter Craig and Joe Carnahan.  Read more: Hollywood Reporter »

doubt if it gets half that.

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