Paramount, the distributor behind the Robbie Williams biopic Better Man, made one very big miscalculation when promoting the movie. Instead of presenting the film to Americans as something they might be interested in checking out, they made it seem like Robbie Williams was someone they should know. The problem is that Robbie Williams is largely unknown in the United States. That combined with the fact most of the social media ads were sponsored reviews made many Americans feel that they were being told what to do.
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