‘Incredibles 2’ Taps Into Nostalgia to Sell Sequel

Author: Chris Thilk / Source: The Hollywood Reporter

Fourteen years after the The Incredibles hit theaters — a time before the Marvel Cinematic Universe when X-Men and Spider-Man stand-alone films were the comic book big-screen kings — a sequel to the Pixar breakout is now arriving.

To help sell the sequel, Disney/Pixar created a campaign that appeared to lean in to audience nostalgia for the original and the sense of wonder it created while also presenting a story that was rooted in a family dynamic.

And the story? It picks up just moments after the first one ended as Bob and Helen Parr (voiced by Craig T. Nelson and Holly Hunter) deal with the repercussions of having re-entered a world where their heroic identities as Mr. Incredible and Elastigirl make them criminals. Reviews are as good as the original, with Incredibles 2 boasting an identical 97 percent rating on Rotten Tomatoes to the 2004 film.

Here’s a closer look at Disney’s rollout for The Incredibles 2:

The Posters

On Nov. 8, Disney unveiled the teaser image for the film: a simple poster with “II.” Three more teasers took us through the laundry cycle, from the basket of dirty uniforms to the washing machine to Mr. Incredible ironing his outfit.

One showed a piece of toast with the team symbol sitting on what appears to be a table from the 1960s. One showed Edna in a very

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, looking even more like Anna Wintour than usual — appropriate, since it was released to tie in to Fashion Week — in a black and white drawing with a pop of red on her lipstick. “It’s been too long, dahlings.”

In terms of ticket site or exhibitor exclusives: For Fandango, the whole family was shown in silhouette, art deco-style, standing atop a Roman numeral II, all looking very heroic. For

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, the heroes are scattered around the points of a star-like explosion emanating out from the team and movie logo. For Cinemark, a more abstract approach was taken as each member’s face is outlined in a single line doodled across the page.

The theatrical poster brings everyone more to the forefront, with the team running toward the camera, seemingly into battle. Behind them stands another team of heroes, their faces and identities obscured so you can’t quite make them out, but seemingly there waiting for the Incredibles to do their thing. Screenslaver, the villain of the story, looms in the background, peeking out from behind the team’s logo in an ominous way.

The Trailers

The first teaser (82.8 million views on YouTube) premiered shortly before Coco hit theaters in November. Jack Jack is the focus as he squeezes through some sort of hole and immediately…

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