Picking Up The Spare: Justice League, The Florida Project, Coco and More

Justice League

Warner Bros. worked with GIF platform Tenor (a Giphy competitor) on a sponsored Justice League GIF keyboard app takeover, offering exclusive GIFs from the film. That effort was promoted with a social media campaign as well.

justice league poster 31That Superman’s part in the story was now public knowledge also meant the release of a new poster and banner that included him in the team lineup. These used the same artwork as was previously released, just with Superman now filling in a conspicuous gap.

Slightly spoilerish, but here’s a list of scenes from the trailers that didn’t make it into the finished film. Also kind of tipping the hat is a picture shared by Joe Manganiello of him in full Deathstroke gear.

Cavill was finally allowed to speak for himself and talk about Superman’s role in the story, including how the character changed due to the events of Batman v Superman.

justice league gilette twitter adGillette continues to run social media ads for its movie-branded products, with a link to purchase those items at Walmart.

More details on the IMAX virtual reality experience that was offered in select cities here.

Much like Suicide Squad last year, reports are starting to emerge that studio micromanaging heavily influenced the final structure and tone of the film, something that’s been much-discussed by fanboys who believe there’s some magical, unadulterated “Snyder Cut” of the movie sitting in an archive somewhere.

The Florida Project

Another profile of director Sean Baker that presents him as a Hollywood outsider who’s eager to maintain that status and keep making his indie features.


Insights from writer/director Lee Unkrich and others here on how he and the rest of the Pixar team worked hard to make sure the movie was respectful of the culture being portrayed as possible. The same topic is covered here as well.

Actress Natalia Cordova-Buckley shared her thoughts on voicing the late real life artist Frida Kahlo and the experiences that led her to embrace such a challenge.

Lady Bird

Writer/director Greta Gerwig has continued making media appearances like this one to talk about the film and the satisfaction she felt by finally directing.

Roman J. Israel, Esq.

Director Dan Gilroy and star Denzel Washington talked here about how the former wrote the part specifically for the latter and how Washington boarded the project, helping to shape the character as filming went on.


Another interview here with writer/director Maggie Betts on the inspiration for the story and how she tackled such sensitive material.

Beauty and the Beast

The movie is returning to theaters in what appears to be not only an attempt to reach holiday audiences but also remind awards season voters of the costume design and more.

Call Me By Your Name

Buzzfeed posted a hit-piece on star Armie Hammer, pegging him as an entitled white guy who gets multiple shots at stardom because of his position while others are quickly discarded after multiple misfires. Hammer reacted to the piece in what is a pretty appropriate manner.

Three Billboards outside Ebbing, Missouri

Director Martin McDonagh spoke here about how he found star Francis McDormand and worked with her to get the story’s tone right.

A new short TV spot hits some of the same beats as were seen in the main campaign but with the addition of plenty of positive critics quotes.

There have also been some new character posters released that show the three leads surrounded by positive quotes praising the movie.

Blade Runner 2049

Director Denis Villeneuve offers some time-enhanced thoughts on making the movie and developing the characters in this interview.

Beach Rats

Director Eliza Hittman talks about the view of masculinity and other topics taken in the film here.

The Disaster Artist

A couple new TV spots have been released by A24, one that shows the enthusiasm of Wiseau in making the movie and one that shows he refuses to accept the negativity of others.

Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.

Beach Rats – Marketing Recap

In the new movie Beach Rats Harris Dickinson plays Frankie, an aimless teen in Brooklyn with no real goals or ambitions for how he spends his time. He’s got a sort-of-girlfriend in Simone (Madeline Weinstein) but nothing serious. He’s also spending as much time as he can out of the house to escape the intrusions of his family.

His rebellion and questions about his own identity lead him into a lifestyle of visiting websites to arrange hookups with older men. That behavior becomes increasingly dangerous and erratic and winds up having consequences for his relationship with Simone and his life in general.

The Posters

There’s not much to the first and only poster. It just shows Frankie and a group of guys, apparently on the beach because they’re all shirtless and one has a towel across his shoulders. The movie’s festival credentials are above the title and below it are a couple of quotes from critics praising the film. The audience can certainly get the gist of the kind of lifestyle Frankie is leading but there aren’t a lot of details on display here.

The Trailers

There’s not too much going on in the first teaser. It’s mostly just shots of a young shirtless man taking a mirror selfie, which we see only sporadically as text cards come on screen. At the end we see three guys standing on the beach, looking out over the ocean.

So it’s not so much about selling the story as it is making it clear what the subject matter is, which is that it’s about young men. That’s all that’s going on here.

The full trailer starts out by showing us how Frankie is just kind of messing around with life, hanging out with his friends and meeting girls. But there’s a secret he has, namely that he’s attracted to men and engages in all kinds of cruising and other activities that are becoming increasingly dangerous.

That’s about it for the trailer, which is more about setting the tone than fully explaining the story. There’s enough there for the audience to get the general sense of but the focus is on Dickinson’s performance as Frankie.

Online and Social

Full screen video of clips pulled from the trailer greet you as you load the movie’s official website. There’s not a whole lot of material here, though. Outside of the “Get Tickets” prompt and the encouragement to “Share” the site on social networks, there’s just “Videos” with the trailer and a clip and the “Synopsis” with a quick write-up of the story and a cast and crew list. There are also links to the movie’s own Facebook, Instagram and Twitter profiles.

Advertising and Cross-Promotions

Nothing in this category that I’m aware of. It’s too small to have warranted a big paid advertising spend of any sort or attracted any corporate partners.

Media and Publicity

The movie got pretty good buzz coming out of its premiere at Sundance. A few months after that screenwriter Eliza Hittman talked about the journey she took in creating the story.

Most of the press in the subsequent months has come from the release of marketing assets like trailers and clips, not from any concerted publicity activity.


Without a lot of activity in the months between Sundance and release, NEON is obviously putting a lot of weight on that festival buzz. It’s even been a while since the most recent trailer or poster were released, so there hasn’t been much of anything recently to keep the movie at the top of the audience’s mind. Without a big competing release this weekend it might be enough to succeed in whatever limited release window the studio has planned, but odds are good the vast majority of filmgoers aren’t aware this is coming out.

That being said, the small-scale campaign that’s been mounted isn’t bad. The focus seems to be on making the audience connect with Frankie and his atmosphere more than anything else. So we’re shown how his behavior changes depending on the situation he’s in and how that impacts some of the people around him. It’s not overt, preferring to establish mood than create strong personal connections, though. That may come off as cold to some, particularly without a familiar face to latch onto.