Influencers Get Early Access to “Michael” as Promotional Campaign Builds Momentum

As anticipation continues to grow around the upcoming biopic Michael, the promotional campaign has officially shifted into high gear. In collaboration with Lionsgate, Universal Pictures, and the Estate of Michael Jackson, a series of exclusive private screenings has been organized, offering selected influencers early access to the film.

In Berlin, the rollout is already underway. Observers in the city may have noticed queues forming last night, not of general audiences or fans, but of invited influencers collecting their tickets for a special preview event. By the time fans began lining up this morning, many influencers were already inside the venue, positioned behind barriers, capturing photos and videos to share across their platforms.

The invited influencers were selected directly by the three companies behind the film. The group reflects a broad mix of profiles: film-focused creators, dedicated Michael Jackson influencers, personal connections to the Estate, and high-visibility figures chosen for their reach and audience size. From what has been seen online so far, it’s important to note that these individuals should not be targeted or criticized simply for being invited, they are part of a structured promotional strategy (or friendly to the Estate).

Berlin is only the beginning. Another influencer-focused event is scheduled to take place in London on April 16, further extending the campaign’s reach across key European markets.

While some fans may have hoped for more traditional fan-focused events in multiple countries, it appears that resources have been concentrated on key moments, most notably the Michael Global Fan Celebration in Berlin. Although not everyone was able to attend, the event brought together fans from around the world and served as a central pillar of the campaign. Alongside this, influencer screenings are clearly designed to generate the level of online buzz and visibility needed to support a global release.

Encouragingly, there are also genuine fans among the invited influencers, helping to bridge the gap between the fan community and the film’s broader promotional push.

As the release of Michael approaches, the strategy is becoming clear: combine large-scale fan moments with targeted digital amplification. The result is a campaign focused on reach, conversation, and keeping Michael Jackson firmly at the center of global attention.

The only concern is how those influencers were selected (or not) and how much involvement the Estate had in creating those lists.