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After the success of the Bourne trilogy, now Universal Pictures re-try their luck with the "live" back Bourne with The Bourne Legacy. Interestingly, Jason Bourne himself was not present in this film. What marketing strategies are being run by Universal Pictures?

In the midst of Hollywood joy in making a sequel, prequel, or reboot movie with a big budget, Universal Pictures tried different things with The Bourne Legacy. Film producer, Frank Marshall called "same-time-quel" as quoted by www.saultstar.com.

In an article written by John Jurgensen in The Wall Street Journal, said that this is a Universal strategy to expand the Bourne franchise. They try to convince the fans that a film can be continued without the actor who boost the film.

Yes, The Bourne Legacy will not be starring Matt Damon as the three previous films. This film will be starring Jeremy Renner, Oscar-nominated actor through The Hurt Locker. In this film, Renner plays as Agent Aaron Cross. Aaron Cross is an agent who has a similar case like Bourne. The journey began in 2007 just as the Bourne Ultimatum end.

By Tony Gilroy, the director of The Bourne Legacy, the biggest business challenges that need to be conquered this film is to convince moviegoers that this is not a James Bond-style substitutions.

"We're not replacing Matt Damon with Jeremy Renner. Bourne is still out there, and Renner is another agent named Aaron Cross, "said Gilroy.

This message cleverly translated them into The Bourne Legacy's trailer. This trailer not only shows the action of the new heroes, but also show the face of Matt Damon.

"That we do not to mislead the audience. This we do to separate their character as well as highlight the continuity between the two stories, "explained Gilroy who is also co-wrote the screenplay of The Bourne Legacy .

The same message was also communicated in the film. "The coolest thing is they use a phone call to find connections between The Bourne Ultimatum and The Bourne Legacy. In the phone calls they discuss and put Jason Bourne in this discussion, "said Marshall.

Not only that, they also included actors who had previously played in The Bourne Ultimatum, such as Joan Allen, David Strathairn and Scott Glenn. They will play the same character as in the previous film.