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) emotional integrity." The director kept the scene with the prisoners since a Las Vegas test screening was overwhelmingly successful: "At the end of the day, I couldn't ignore an audience when they're laughing that hard." With such elements, studio executives only became comfortable with "Hancock" when the marketing approach focused on action and humor. Berg noted, "The ad campaign for this movie is much friendlier than the film." The MPAA ultimately gave the film a PG-13 rating, citing "some intense sequences of sci-fi action and violence and language". "Hancock" was originally titled "Tonight, He Comes" and later changed to "John