‘Sicario’ Producer Officially Reveals the “Trojan Horse” Trick That Made the Taylor Sheridan Movie a Hit
Denis Villeneuve's second Hollywood film, 'Sicario,' benefited from a carefully crafted marketing approach that emphasised action elements, according to producer Basil Iwanyk. Though the Taylor Sheridan screenwriting debut—starring Emily Blunt, Josh Brolin, and Benicio del Toro—contained minimal action sequences, test audiences consistently described it as an action thriller following preview screenings, suggesting the promotional strategy successfully shaped audience perception.
Iwanyk attributed this outcome to a 'Trojan horse' marketing technique, citing similar tactics used for 'The Town.' Despite its modest $35 million budget, 'Sicario' grossed $85 million globally, whilst 'The Town' earned approximately $150 million worldwide against its $37 million production cost. Both films are now recognised as accomplished thrillers and dramas, yet their original promotional materials prominently featured action-oriented messaging rather than emphasising their dramatic elements.
- Producer Basil Iwanyk revealed that preview audiences perceived 'Sicario' as an action film despite its sparse action content, a deliberate marketing tactic he called a 'Trojan horse'
- The film earned $85 million worldwide on a $35 million budget using promotional materials that emphasised action, a strategy also employed for 'The Town'