Cannes Lions

2036: Nexus Dawn

RSA FILMS, Los Angeles / WARNER BROS / 2018

Film

Overview

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Credits

Overview

Description

“2036: Nexus Dawn” is an original prologue film for Blade Runner 2049. "Nexus Dawn" explains what happened in the world of Blade Runner between the first movie, set in 2019, and this sequel, set in 2049. The short takes place in the year 2036 and revolves around Jared Leto’s character, Niander Wallace. Wallace introduces a new line of “perfected” replicants called the Nexus 9, who are seeking the repeal of the prohibition on replicants.

Execution

Set in 2036 Los Angeles, “2036: Nexus Dawn” debuted online on August 30, 2017, following the release of Blade Runner 2049’s official trailer in July. It was the first in a series of gripping in-world prologue films released before the film’s October 6, 2017 theatrical release. It dropped on Warner Bros.' YouTube with Collider having a 48-hour media exclusive; Jared Leto introduced it to his fans on Twitter, and it was shared across Warner Bros' and partner companies social channels - Facebook, Twitter, instagram. In one week, "Nexus Dawn" was covered extensively by a wide range of media outlets, including Fast Company, Adweek, Deadline, Hollywood Reporter, Vice, EW, The Verge and more. Entertainment tastemaker Polygon cited Nexus Dawn as an example of "how a four-minute short film that explains a specific plot point can be more effective than a teasing trailer."

Outcome

The film reached 2.5M + on Warner Bros' YouTube, with hundreds of thousands more across client, partner, influencer and fans' social channels. Over one week, it was covered extensively by a wide range of media outlets, including Fast Company, Adweek, Deadline, Hollywood Reporter, Vice, EW, The Verge and more. Entertainment tastemaker Polygon cited Nexus Dawn as an example of "how a four-minute short film that explains a specific plot point can be more effective than a teasing trailer."

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