Disney and 20th Century Studios have created a campaign for CallOfTheWild that emphasizes both the heartfelt nature of the story and the life-or-death nature of the wilderness over a century ago
The Call of The WildThe latest version stars Harrison Ford as John Thornton, a recluse living in the Yukon during the Gold Rush of the late 19th century. His solitary ways are challenged when he comes across Buck, a St. Bernard/Scotch Collie who got lost and boarded a ship departing his home in California.
The movie, budgeted at $125 million to $150 million and with a generally positive 66 percent Rotten Tomatoes score, features a combination of live action and computer animation, with Ford acting against a digital dog and within digital environments. To sell the movie Disney has created a campaign that emphasizes both the heartfelt nature of the story and the life-or-death nature of the wilderness over a century ago, putting Ford at the center of its promos.
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