Falling – Marketing Recap

How Quiver has sold a drama about making peace with those who don’t understand you.

Not only does Viggo Mortensen star in Falling, the movie marks the actor’s directorial debut. Mortensen plays John Peterson, who lives with his partner Eric (Terry Chen) and their children. John’s father Willis (Lance Henriksen) is getting older and showing signs of dementia so comes to live with John and his family. That situation creates tension between the father and son, the latter having never accepted the former for who he is. But it also creates an opportunity for everyone, including John’s sister Sarah (Laura Linney) to come to terms with each other and start a new chapter together.

The movie, out this week from Quiver Distribution, has a solid 72% Fresh on Rotten Tomatoes and has gotten a campaign that represents the story in all its messiness.

The Posters

There were a few posters that came out last year but the official release one-sheet was released in mid-January. It shows the core relationship and drama of the story, with John and Willis having what looks to be a heated conversation. It’s a simple message on display here, which is complimented by the icons for the festivals it’s appeared at on the bottom of the layout.

The Trailers

John has brought his father home to live with him as the first trailer (11k views on YouTube), released in mid-January, opens. Willis is having memory problems and can’t handle living on his own, but the two fall into conflict frequently as the elder man disapproves of his son’s life while also struggling with his own problems. The story seems to slip between time periods, intermingling the past with the present to show how the relationships in the family have or haven’t changed, adding to the poignancy of what’s presented here.

Online and Social

The only web presence I can find for the movie is a single page on Quiver’s site that has some elementary information but not the trailer or other marketing materials.

Advertising and Cross-Promotions

The movie was announced as among those screening at the 2020 Sundance Film Festival. It was also selected as a Cannes feature, despite that event happening virtually because of the Covid-19 pandemic. It was also chosen for the San Sebastian Film Festival and Toronto Film Festival.

Media and Publicity

While Mortensen was promoting Green Book this film was announced as his directorial debut.

In an interview at Sundance, Mortensen talked about drawing on his family for inspiration, even if the story isn’t actually about them. Similar themes were the subject of another interview with the actor, who commented on what is or isn’t real in the film. A video conversation with the cast touched on the same subject matter.

Later on Mortensen again talked about preparing for the film and working out the story. He also addressed the topic of him, a non-gay man, playing a gay character. Other interviews with the actor/director covered similar ground, especially focusing on his experience behind the camera for the first time.

Mortensen appeared on “The Late Show” to talk about the movie.


I’m not qualified to speak to whether or not the story is a positive portrayal of a gay man and his partner or related issues. But the campaign does show a good story with good performances from all the leads. Obviously the focus is on Mortensen and Henriksen, but there’s no bad that’s going to come from showing the two of them going head-to-head in some highly-charged scenes.

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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