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Sue Kroll, president of Warner Bros. Worldwide Marketing and Distribution, said that it was important that Dunkirk be marketed as a summer event movie as opposed to a period war film, to highlight its "magnificent scale and originality". This strategy was maintained throughout the campaign. To convince audiences that the film was best experienced in theatres, the prologue was never made available online. TV spots were distributed sporadically during sports games and notable television series to establish the film's themes. Social media infographics described the scale and importance of the Dunkirk evacuation. Additionally, a Google 360 Experience interactive adventure, an Amazon Alexa programme and a 360-degree short film, were created. In partnership with fast food restaurant Carl's Jr., the film was branded on four million cups, as well as pop-ups at nearly 3,000 locations.[128] Research saw the film appeal to twenty per cent of infrequent moviegoers.[135]
Peter Bradshaw of The Guardian awarded the film five out of five and called it Nolan's best to date, saying that he "surrounds his audience with chaos and horror from the outset, and amazing images and dazzlingly accomplished set pieces on a huge 70 mm screen, particularly the pontoon crammed with soldiers extending into the churning sea, exposed to enemy aircraft".[159] Todd McCarthy of The Hollywood Reporter also lauded the film, calling it "an impressionist masterpiece" that was "deeply moving" but without "manufactured sentimentality or false heroics". He also praised the score, which "enormously strengthens the film" and "incorporates both sound and music to extraordinary effect".[160] Peter Debruge of Variety praised the plot (although calling Zimmer's score "bombastic"), writing: "[Nolan has] delivered all the spectacle of a big-screen tentpole, ratcheting up both the tension and heroism through his intricate and occasionally overwhelming sound design".[2] Manohla Dargis of The New York Times described the film as a "tour de force of cinematic craft and technique" and lauded Nolan's elastic approach to narrative.[161] She named Dunkirk "the best film of 2017".[162] Mick LaSalle of the San Francisco Chronicle called it a "triumph" and "masterpiece", commending Nolan's unique approach to directing a war film.[163] The Economist labelled Dunkirk "a remarkable film" and a new classic.[164] Richard Roeper of the Chicago Sun-Times gave the film four out of four and said it was one of the best war movies of the decade, describing it as "tight, gripping, deeply involving and unforgettable ... triumph in filmmaking".[165] Chris Nashawaty of Entertainment Weekly gave the film an "A", calling it the best of 2017: "By the end of Dunkirk, what stands out the most isn't its inspirational message or everyday heroism. It's the small indelible, unshakeable images that accumulate like the details in the corner of a mural".[166] 2b1af7f3a8