How a film's promotion teaches us to break the formula
For decades, film promotion almost always followed the same script: interviews, trailers and premieres. All very polished, very controlled and, honestly, not very exciting. The problem? New generations no longer discover films that way.
The A24 factor: when a studio is a cult brand
A24 does not simply throw films onto the market. It curates them. With low-budget campaigns, risky creative decisions and even a members club, the studio has created an almost cult following.
Breaking the formula: what did they do differently?
Instead of flooding audiences with trailers, the campaign was built as a sequence of moments discovered by the audience: a giant blimp with no explanation, surprise screenings, a streetwear pop-up that drew such a crowd it was shut down by police, and limited edition jackets that became trophies.
The Chalamet effect
Chalamet was not just the face of the campaign; he became its guiding thread and let the marketing blur with performance art. According to data shared at advance screenings, Chalamet made 128 public appearances in 96 hours.
What can brands learn?
Marty Supreme did not reinvent film marketing. It simply accepted reality faster than others: people do not want more ads, but moments, genuine stories and the feeling that something is alive, not being sold.
