Hancock (film) Hancock" before settling on its final title. Prior to the film's release, marketing consultants attempted to persuade Sony Pictures to again change the title "Hancock" because it was too vague for audiences, suggesting alternatives like "Heroes Never Die", "Unlikely Hero", and "Less Than Hero". Despite the advice, Sony stayed with "Hancock" and anticipated marketing on the popularity of the film's star, Will Smith. "Hancock" had its world premiere as the opener at the 30th Moscow International Film Festival on June 19, 2008. To avoid copyright infringement, organizers took "unprecedented" steps to prevent illegal reproduction of the film. For the film,
Hancock (film) of this suicidal alcoholic superhero". The director explained the rewrite, "We thought the idea was cool, but we did want to lighten it up. We all did." Before filming began, "Tonight, He Comes" was retitled "John Hancock", and it was eventually shortened to "Hancock". Filming began on "Hancock" on July 3, 2007 in Los Angeles, having a production budget of $150 million. Locations such as Hollywood Boulevard were designed to look damaged, having rubble, overturned vehicles, and fires. Smith's character is also an alcoholic, so for scenes in liquor stores, the art department designed fake labels such as Pap Smear