How Hulu is selling a psychological mother-daughter drama.
There are too many real life stories of parents abusing their children in some manner. The new movie Run, debuting on Hulu this week from writer/director Aneesh Chaganty, is about just that kind of situation.
Sarah Paulson plays Diane Sherman, a mother who has cared for her chronically ill daughter Chloe (Kiera Allen) throughout the girl’s life. The two have a good relationship, but now that Chloe is a teen she’s worried her mother is doing too much. Diane’s assurances that she’s fine, Chloe begins to find evidence that her mom may not be as loving as she seems and may in fact be actively keeping Chloe sick and dependent on her care.
The movie was originally set for theatrical release in March from Lionsgate, but that studio pulled it from the schedule because of the coronavirus. Hulu then acquired it in August. Since then it’s run a campaign that has sold it as a psychological thriller, albeit one focused on the mother-daughter dynamic. It also has an excellent 96% Fresh rating on Rotten Tomatoes.
The first poster (by marketing agency P+A) came out in February when Lionsgate still had control of the film. Its design strongly evokes the work of Saul Bass for the films of Alfred Hitchcock, with the figure of Diane looking up the staircase at the figure of Chloe. The vibe here is kind of great, with the tension of the story communicated not only by the distance between the two but also the copy “You can’t escape a mother’s love.”
That same tagline is used on the second poster, also released in February. This time, though, the image is a photo of Diane looking slightly worried with a smaller photo of Chloe placed inside of Diane’s head to show the strange connection between the two.
The first thing we see in February’s first trailer (13.6 million views on YouTube) is Diane looking at the tiny body of Chloe hooked up to tubes and instruments as she lies in a NICU incubator. Cut to present day and Chloe is a grown teen in a wheelchair and living with her mother, who does everything for her. But Chloe, worried she’s not doing enough, begins to become suspicious her mother is hiding something from her. Turns out that might be a great many things, including what her real name is. Not only that, it’s implied Diane might be keeping her daughter sick and needing her aid, leading to some tense and dangerous situations.
A new trailer (170,000 views on YouTube) came out in late October that establishes the drama of the story quite nicely. It starts by showing what seems to be a loving relationship between Diane and Chloe, but which soon evolves into something much more dangerous. As Chloe becomes more aware of what her mother has been doing, Diane’s actions become more desperate and all the more terrifying because they are being done out of what she considers to be “love.”
Online and Social
No stand-alone website that was easily found, but there were some social profiles to share promotions and other updates on the movie.
Advertising and Promotions
A “date announcement” spot came out in late September when Hulu finally put it on the calendar.
Further short video promotions came out on social media over the next couple months.
Some of those were used as pre-roll ads in the weeks leading up to release.
Hulu announced a watch party accompanied by a Twitter Q&A for the day after the movie was scheduled for release.
A drive-in premiere was held in L.A. earlier this week.
Media and Press
A first-look photo came out just before the trailer was released, including comments from Paulson and Allen on how they got involved in the project and what drew them to the material.
Not a whole lot of other press activity in the immediate lead-up to the movie. Most of the interviews with Paulson in particular have been about her roles on the latest iteration of “American Horror Story” or on Netflix’s “Ratched.”
The subject matter of the story is certainly disturbing, that’s beyond dispute. But the marketing offers the promise of an interesting and revelation-filled journey to find out just how disturbing things get and what exactly is happening. There are some moments in the campaign that make it seem as if Diane is not doing what it seems, showing that it’s worth the audience’s time to check it out and see what the truth of the matter is.
Picking Up The Spare
Ads like the full-site takeover screen capped below ran in the weeks following the movie’s release.
The movie’s DP talked about creating the tension-heightening visuals for the film.