Awareness for GLASS ONION: A KNIVES OUT STORY is low. Will that change now that the campaign has begun?

Here we go, folks. The campaign for GLASS ONION: A KNIVES OUT STORY has kicked into high gear thanks to a new poster and teaser trailer ahead of its premiere later this week at the Toronto Film Festival. And it looks like a blast. 

Thankfully, any concerns that a change in locale from a stately manor to a Greek Island might be akin to SPEED 2 going from a bus to a yacht are eased by this teaser. 

And while Jamie Lee Curtis, Chris Evans, Toni Collette, and Lakeith Stanfield don’t appear in ONION, there is no shortage of star power, including Janelle Monae, Ed Norton, Leslie Odom Jr., Dave Bautista, and Kate Hudson. Our money, however, is on Kathryn Hann to steal the show. 

So how do the numbers look?

Quite frankly, ONION could use some help. Awareness for the film is at a low 18%. On the one hand, that is a very low number for a sequel to a very popular movie. On the other hand, given the streamer’s propensity for launching marketing campaigns just weeks or even days before a film’s release, it’s a good sign that Netflix is promoting ONION three months before its debut. There is a level of commitment from Netflix that should be reflected in the numbers in the coming days and weeks. 

Where does awareness need to be when it’s all said and done? To answer that, we chart ONION (dark yellow) against THE ADAM PROJECT (light yellow) and THE GRAY MAN (brown). ADAM reached 41% awareness by the time it was released, while GRAY got to 36%. That means we’d like awareness for ONION to double at the very least. 

As noted above, ONION will be premiering over the weekend in Toronto. The Quorum will have updated tracking data for the film next Wednesday. Those numbers will give us our first look at how the roll-out impacts awareness. As always, stay tuned.