Twisters’ Hype: A Nostalgic Throwback to Sillier Blockbuster Days

My most popular tweet during the everything app era of X is about a bag of chips. But it’s not just any bag of chips: Frito-Lay created a limited-edition bag of Fritos that’s half flamin’ hot and half ranch. I made a simple joke about this salty snack and didn’t expect much from it, but it has since been viewed over 1.3 million times. I believe this happened for two reasons: people enjoy stunt food, and they love promotional tie-ins.

These “twisted” flamin’ ranch Fritos were introduced in conjunction with the release of Lee Isaac Chung’s Twisters, the not-a-sequel to 1996’s Twister starring Glen Powell, Daisy Edgar-Jones, and Anthony Ramos. The film is a nod to an era of blockbusters where movie stars and spectacle, rather than lore and cinematic universes, were the main reasons to hit the theaters. Before they were welcomed to Regal Cinemas with a roller coaster, months of capitalism-driven hype bombarded them.

This has always been true, as movie tie-ins have been around for decades. The first Happy Meal promotion was for 1979’s Star Trek: The Motion Picture. But to me, the Twisters-themed Fritos feel uniquely 1990s. They fit right in with the Terminator 2: Judgment Day “Thirst Terminator” cups from Subway, the “dino-sized” meal at McDonald’s for Jurassic Park, and the ubiquitous Star Wars: Episode I – The Phantom Menace Pepsi cans. These products were selling a movie rather than a brand.

Twisters is a movie, and even though it technically exists in the same universe as Twister, it’s not reliant on the original. Based on reviews, Twisters seems aware of its own silliness, and so does the marketing for the film. There have been billboards that appear as if they’ve been upended by storms, a tie-in soundtrack featuring songs like “Ain’t No Love In Oklahoma,” and Twisters wind booths in movie theater lobbies. Unless a Xenomorph is involved, the popcorn bucket is played out. I’d rather see Tom Cruise teaching his protégé how to properly hold a popcorn bag to get people “back to the movies”.

Powell and Edgar-Jones have been particularly charming during the press tour. They seem to genuinely enjoy each other’s company, and their enthusiasm is infectious. All that’s missing is the return of Universal Studios Florida’s Twister… Ride It Out, a loss that’s hard to forget.

And then there’s Brisket.

“It’s a ruff world out there, so I thought it was about time I hire a proper bodyguard… Meet BRISKET – 1.5 pounds of raw power,” Powell wrote on Instagram when he introduced his rescue dog. “Thank you to @thelabellefoundation for your incredible work. I can’t wait to tackle all of life’s adventures with this guy!” Most of their adventures have involved Brisket, named after a BBQ dish from Powell’s hometown, stealing the show from his famous owner.

Brisket is a star.

Now, is Brisket in Twisters? Nope. Does Twisters have anything to do with dogs? Probably not. So why is Powell bringing him along to Twisters events? Because it’s entertaining.

Think of Twisters this way: After Seth Meyers introduced Daisy Edgar-Jones on Late Night this week, a scene from the movie was played. It’s thrilling, stormy, and dangerous. But once Edgar-Jones sat down, Meyers admitted, “I felt terrible watching that clip because your character was so concerned and I was excited to watch a truck go up in a tornado.” That’s Twisters! It’s not trying to be anything more than extremely silly entertainment. And the marketing has followed suit, making it exactly what promoting a movie like Twisters should be.

It’s a blockbuster spectacle about attractive people chasing storms in Oklahoma. Sometimes things, whether a movie or a bag of chips, can be a mindless delight. Enjoy the ride.

Twisters opens in theaters on July 19

Source: Universal Pictures/Getty Images/Merle Cooper