‘Hi, I’m Chucky. Wanna PLAY?’. It seems the answer, from filmmakers and marketing methodologies is..yes! We do want to play with this doll, this brand, this franchise.
Notice: This is a reboot /remake of the originals and reliant on some star power (the lovely Aubrey Plaza; though sadly not playing a naughty CGI doll herself as April off Parks and Recreation might have preferred?!)..And whilst the old ‘demon doll’ routine is now ‘AI gone wrong’..this is, still, CHILD’S PLAY! Killer doll. Seems cute. Goes evil. Kills everyone it can. Cue horror, thriller, jump scares and occasional (very dark) comedy as punctuation.
Note, also: that viral marketing is very much back in the game here. Because trailers are simply not enough. An entire world is being built here and so, the toy company that gives you the Chucky doll now gets its own clips and sites. Focus here is on the ‘Kaslan Corporation’ that seem to have built / distributed the dolls? That is the kind of viral marketing seen in the good old days of the ‘Why So Serious’ campaign for The Dark Knight and the like. In short: a possible renaissance in the medium. And that makes movies and the surrounding experience /community all the more fun.