The high-octane movie adaptation of Sony Interactive Entertainment’s iconic racing video game, Gran Turismo, isn’t quite ready to launch on its promised release date.
As per The Hollywood Reporter, Sony Pictures has confirmed a two-week delay in the film’s worldwide premiere from the original August 11 date to August 25. This decision comes amid a string of modifications to the studio’s release schedule, caused by the Hollywood strikes by the Writers Guild of America (WGA) and the Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA).
The Gran Turismo film, which was enjoying a smooth run until the industry strikes, follows the real-life story of GT Academy winner, Jann Mardenborough. The flick paints an inspiring picture of a young gamer (Archie Madekwe), a former race car driver (David Harbour), and an idealistic motorsport executive (Orlando Bloom) who join forces to compete in the world’s most elite sport.
Despite the shift, Sony has maintained a positive spin, stating, “the stars can’t promote the film, but the audience can,” a nod to the promotional limitations imposed by the strikes. Sony remains confident, however, that audiences will give it a green light, based on the favorable reviews from early previews.
While sneak previews planned as part of the Gran Turismo World Series Showdown in Amsterdam on August 10 are still on track, it’s clear that the industry-wide strikes have thrown a wrench into the Hollywood machine. With writers and actors on strike, the knock-on effects include not just the development and filming of projects, but also the usual promotional activities.
Sony Pictures hasn’t been the only one affected by the industry unrest. Other projects caught in the crossfire include big-budget Sony Spider-man Universe (SSU) entries. Kraven the Hunter’s release has been postponed to August 2024, while Spider-man: Beyond the Spider-Verse has lost its March 2024 release date completely.
The labor strikes, a reflection of growing discontent over pay, residuals from streaming, and the looming threat of artificial intelligence (AI) in the industry, have effectively shut down ongoing projects.
The Gran Turismo delay, despite being a setback, appears to be a strategic move by Sony. The studio is experimenting with the concept of “word of mouth” as a promotional tool, given the strikes’ constraints. Even with the absence of the star-studded cast, including David Harbour, Orlando Bloom, and Djimon Hounsou, in promotional activities, Sony is counting on the audience to carry the film’s momentum.
However, Gran Turismo is not alone on this new roadmap. Kraven the Hunter has been delayed, whereas the other Spider-Man universe film, Madame Web, has been moved up. These shifts illustrate the far-reaching impact of the strikes, with studios rearranging their schedules to mitigate losses and make room for the impacted films.
The industry crisis also opens up opportunities for experimentation and new strategies. As Sony navigates this bumpy road, it remains to be seen whether its audience-driven promotional tactic will pay off and if it does, it might reshape the traditional promotion paradigm.
The Hollywood industry strikes are certainly leaving an indelible mark on film schedules and workflows. As we wait for the labor disputes to resolve, all eyes are on how studios like Sony will adapt to this new reality and how it will shape the future of the film industry.
As for Sony, its live-action venture has gone relatively well. After The Last of Us premiered to much critical acclaim back in January, Twisted Metal turned a lot of heads on Peacock. This puts quite a bit of pressure on Gran Turismo to be just as good if not better.
