An American Pickle – Marketing Recap

How HBO is selling a comedy starring dual Seth Rogens.

In the last few year, multiple projects have featured a single actor playing two roles, usually twins. Paul Rudd, Mark Ruffalo and others have all turned in split-screen performances, playing off themselves in addition to anyone else who happens to be on screen. One could make the case, like digital de-aging usage, that this is a questionable tactic to employ that deprives other actors of a role and plays down to the audience in a way.

Seth Rogen becomes the latest to take on not one but two characters, this time in the HBO Max original film An American Pickle. Rogen plays Herschel Greenbaum, an Eastern European immigrant who comes to America in the early decades 20th century with his wife Sarah (Sarah Snook). Herschel gets a job in a pickle factory and one day falls in a vat of brine, where he’s left when the factory closes. The brine preserves him and he wakes up a century later, finding himself in a world he doesn’t recognize. His great-great-grandson Ben (also Rogen) is his only relative, introducing Herschel to the 21st century and telling him what became of his family after his disappearance.

The movie, like many others this year, had a very different fate planned originally. But HBO Max’s campaign has used Rogen’s unique sense of humor and an offbeat story to hook audiences who are already streaming subscribers or who might become subscribers.

The Posters

Rogen as Herschel is the sole figure on the one poster (by marketing agency BLT Communications), released in late July. The photo is made to look like an old-fashioned photograph that would be appropriate to the ear he lived in and so helps to establish the premise and setting of at least some of the story. Both The Disaster Artist and 50/50, both movies produced by Rogen and his partner Evan Goldberg, are mentioned at the top while at the bottom the premiere date is shared.

The Trailers

We meet Herschel and Sarah Greenbaum as the first trailer (9.9 million views on YouTube), released in early July, begins. They’re living and working in a small “old world” country and are more or less happy, until the day Herschel dies after falling in a vat of pickles. Cut to a century later and he reemerges, with his great-grandson Ben his only surviving descendent. The two have a hard time getting to know each other, of course, leading to what seems to be much of the movie’s humor.

Online and Social

It doesn’t seem that HBO Max has created a stand-alone website for the movie, nor did they give it much promotion on the brand’s social profiles.

Advertising and Promotions

The movie had originally been setup at Sony for several years. In April of this year, though, with the theatrical release schedule thrown into disarray because of Covid-19, it was sold to Warner Bros., which announced it would go straight to streaming on HBO Max.

No paid promotions were apparent to me, but there were surely at least a few promoted social posts or online ads that drove traffic to the HBO Max sign-up site.

Media and Press

Rogen, of course, was the public face of the movie. He gave interviews where he talked about how this project is the latest in a string of successful productions for Goldberg and himself, how this film was conceived and created and what he made of Sony selling the movie to Warner Bros. earlier this year.

He also appeared on “The Tonight Show” and elsewhere to engage in challenges and talk about the movie.

Overall

You have to at least be partially won over just by the absurd premise that’s laid out in the campaign. It’s so over-the-top and ridiculous that it’s immediately plausible as the basis for a goofy comed that doesn’t care about common sense or believability, as long as it offers a foundation for the humor to come.

In that way it’s pretty solidly on-brand for Rogen and Goldberg, who have made a career of such notions. Therein lies the appeal for anyone who’s already a fan of their previous work.

What seems evident, though, is that this isn’t a massive draw for new subscribers like some other high-profile streaming releases over the last several months. Seth Rogen movies are the kind of thing you watch because you already can, not sign up for a whole new subscription for. That’s not a knock on their work, it’s just that this likely isn’t going to be a game-changer like Hamilton on Disney+. Instead it looks like just a pretty good movie that should be highly enjoyable, which is all it needs to be.

Picking Up The Spare

Highlights from the film’s virtual premiere can be found here

More interviews with Rogen on playing dual roles in the film and learning to speak Yiddish for the film. 

A Promoted Trend was purchased by HBO Max to drive awareness and attention. There were also standard online ads that drove people to subscribe to the service, using this movie as an incentive to do so. 

Rogen appeared on “Late Night” to talk about the difficulty of playing two roles against each other. 

HBO released a featurette that showed off some of the filmmaking techniques employed for the film. It also put out a cast Q&A and a look at how the filmmakers created the vintage photographs in the film. 

Author: Chris Thilk

Chris Thilk is a freelance writer and content strategist with over 15 years of experience in online strategy and content marketing. He lives in the Chicago suburbs.

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