The Bad Guys 2

Brighton’s seafront played host this weekend to an unusual sight: a suave wolf in a white suit prowling near the Palace Pier clocktower. It was all part of a colourful promotional event for DreamWorks’ latest release, The Bad Guys 2, which opened in UK cinemas in late July. A branded tent and giveaways drew the attention of families and passers-by, while costumed characters posed for photos against a backdrop of desert pyramids and cartoon mayhem. The stunt brought Hollywood marketing spectacle to Brighton Beach, tying in with a film that has already been praised as a sharp, energetic sequel.

The appearance of The Bad Guys 2 team in Brighton underscores the film’s broad appeal. The original 2022 animation introduced a band of reformed animal criminals - Wolf, Snake, Shark, Piranha and Tarantula - trying to go straight after years of high-profile heists. The sequel, directed by Pierre Perifel with voices from Sam Rockwell, Awkwafina, Marc Maron, Craig Robinson and Zazie Beetz, expands their story. Having struggled to adapt to respectable life, the crew find themselves forced into a cosmic-scale caper by a trio of new villains known as the Bad Girls, with much of the action shifting to a rocket and a space station. The mix of snappy humour, frenetic action and moral dilemmas has been credited with keeping the franchise fresh - see The Washington Post.

According to Wikipedia, the film has already done well commercially. Produced on an estimated budget of $80 million, The Bad Guys 2 has grossed more than $117 million worldwide to date, with strong opening weekends both in the US and UK. Reviews have echoed the audience enthusiasm, with critics highlighting the film’s blend of kid-friendly slapstick and witty nods for adults. DreamWorks has hinted that a third instalment is already being discussed, following spin-off holiday specials and now a full-scale sequel.

In Brighton, where film promotions often make inventive use of the pier and seafront, the weekend’s activity linked global cinema with local spectacle. Visitors found themselves stepping into the film’s world for a moment, whether collecting branded bags or watching the wolf strut across the promenade. For families, it was an unexpected holiday diversion; for the studio, it was a reminder that in an age of streaming and saturation, taking the characters directly to the public can still turn heads and sell tickets.