These nice guys just may finish first.

The forthcoming buddy comedy event of the year, The Nice Guys, starring Russell Crowe and Ryan Gosling, hits theaters on May 20th. This movie’s marketing strategy was the focus of a blog last week, Hey Girl, Here’s the Story. Virtually every big movie the past few years have included an initial teaser trailer and then two to three more trailers after that before the movie even comes out.

What’s distinguishing The Nice Guys is that while there are multiple trailers for the movie, they are simultaneously producing and releasing clever behind-the-scenes videos that creatively builds hype. The sense is that the actors genuinely had a great experience making the film and that they can laugh at themselves and have a great time along with everybody else.

This advertising/marketing campaign is pure fun, just like the movie that takes us back to 1977 Los Angeles.

And in this trailer, that’s literally the case.

That ’70s movie looks tight.

Have a Nice Week!