Netflix is leveraging brand partnerships and creative marketing stunts to build anticipation for the upcoming sequel, Happy Gilmore 2. The streaming giant has secured collaborations with prominent brands such as U.S. Bank, Callaway, Topgolf, and Subway, with Subway playing a significant role in both the original and the forthcoming film. Christopher McDonald,who reprises his role as Shooter McGavin,is also the spokesperson for Subway’s “Happy Gilmore meal,” a tie-in that has been featured in advertising for the sandwich chain.
McDonald recently shared with The Hollywood Reporter that Subway’s involvement in the sequel was a natural progression from their participation in the first movie. He also highlighted the contributions of the original film’s writers in crafting his dialogue for the new installment.
Beyond brand collaborations, Netflix has employed other innovative strategies to promote Happy Gilmore 2. These include a visual change of the iconic Times Square ball into a golf ball adorned with the likeness of the titular character. Moreover, Adam Sandler, in character as Happy Gilmore, made an appearance at the recent NHL Draft to announce a pick for the Boston Bruins, Happy’s favored hockey team. The character’s presence was further amplified with a dedicated category on the popular game show Jeopardy!.
Jonathan Helfgot, Netflix’s vice president of films marketing, emphasized the challenge of capturing the original film’s spirit while preparing audiences for the sequel. He described the marketing approach as one that “harnesses the good ideas” and “blocks out the bad,” reflecting the disruptive nature of the Happy Gilmore character. Helfgot noted that the campaign aimed to push creative boundaries in line with Happy’s persona, generating palpable excitement that is expected to continue post-release.
Continuing the momentum, Netflix announced on friday the release of a retro video game, Happy Gilmore: Golf Mayhem ’98 Demo, available to members on select TVs and Netflix.com. this interactive experience allows fans to engage in golf gameplay,confront familiar adversaries,and generally cause “mayhem,” aiming to evoke the nostalgic appeal of the original film and further immerse fans in the Happy Gilmore universe.