Greta – Marketing Recap

greta poster 2This week’s new release Greta tells a familiar story, one of a young woman who through a series of events winds up befriending an older one. In this case the younger is Frances (Chloë Grace Moretz) and the older Greta (Isabelle Huppert), with the two coming together when Frances finds Greta’s purse abandoned on a train and returns it to her.

After some time Frances begins to realize the circumstances that brought them together may not have been as coincidental as they first appeared, and Greta’s behavior becomes increasingly dangerous as she refuses to be ignored and abandoned. That’s bad news for Frances, as Greta’s plans and motivations become increasingly clear as well as disturbing.

The Posters

greta poster“Don’t take the bait,” the audience is warned on the first poster, which shows a nice handbag being caught by a fishing hook. It’s a simple image and copy combination, but it comes together to present something intriguing and mysterious.

The second is a bit more on-the-nose, showing Greta’s head split open at the top with Francis popping out of it while the copy here reads “Everyone needs a friend.”

The Trailers

Frances discovers a handbag left on the subway and returns it to Greta, its owner, as the first trailer opens. The older woman invites the younger in to repay her for her kindness. The two go on to form a friendship but Frances discovers this may not have been a coincidence that brought them together. When she tries to separate herself, Greta goes full-on stalker as Frances finds herself harassed at work and drugged and kidnapped. It’s creepy as heck but shows the interplay between the two actresses may be the key selling point for the movie.

Online and Social

The official website offered by Focus Features follows the studio’s usual template, presenting the trailer when you first load the site and then letting you scroll down to view production photos and read cast/crew bios. Links to the movie’s Facebook, Twitter and Instagram profiles are also at the top of the page.

Advertising and Cross-Promotions

Online ads using elements of the key art – particularly the image of Moretz – began running in early February, shortly after the trailer was released.

The studio partnered with LA Times Studios on a limited-run podcast titled “Obsession” that explored what makes people become infatuated with another person. The movie sponsored one of the escape rooms at Breakout Atlanta, offering those who completed it movie posters and other swag.

Media and Publicity

An appearance at the Toronto Film Festival resulted in Fox Searchlight picking up distribution rights rather quickly. An extended clip showing the restaurant scene glimpsed in the trailer was released in early February.

A video offering signs you have a clingy friend kind of made light of the situation presented in the story, but the studio was obviously going for a thing here even if it didn’t quite land. Two clips followed that.

Moretz was interviewed about her character, the story and the experience of working with Huppert while everyone spoke about similar topics at the movie’s premiere. She also appeared on “Good Morning America.”

Overall

Focus Features is trying to play on the ideas of obsession pretty heavily in the campaign, from the trailers to the sponsored podcast and more. That’s a good message to send, and it’s interesting that it’s not a romantic, heterosexual obsession being depicted but one between two women that’s free (at least based on what we see here) of any sexual component. Instead it’s just about friendship, companionship and understanding, all of which can be powerful – and dangerous – motivators.

Moretz and Huppert, particularly the former, are bold personalities to use in the campaign, offering audiences a female-centric drama that has twists and turns that are well-telegraphed in the marketing but still promise some surprise to viewers.

Picking Up the Spare

There was a good profile of costar Maika Monroe.

Moritz made a few more media appearances like this. She also did a featurette playing “This or That” which was thematically tied to moments from the movie and one that had her looking back at her first role, as did Jordan later on. There was another that examined obsession and stalking in previous movies.

The Miseducation of Cameron Post – Marketing Recap

cameron post posterThe first of two high-profile movies coming out this year about gay conversion camps, The Miseducation of Cameron Post stars Chloe Grace-Moretz as Cameron, a young woman sent to one such camp in 1993 by super-conservative fundamentalists. They’re convinced her attraction to other girls is a deviant sickness to be cured.

While there, Cameron meets the other teens who have been sent away for various reasons and transgressions. They bond and are determined to help each other through this terrible ordeal, each convinced they’re not sick and in no need of a cure. The story is based on the novel by Emily M. Danforth.

The Posters

Moretz is shown in extreme, softly-lit close-up on the poster, the orange-yellow of her face and hair contrasting with her greenish scarf. The movie’s Sundance credentials are on display and overall this looks like a character-driven drama.

The Trailers

Cameron is being pressured to join the God’s Promise group as the trailer opens, one we soon see is a gay conversion camp meant to repress and redirect sinful urges. Neither she nor any of the other kids want to be there and so act out in the way kids that age do, including considering running away from the camp. There are a few shots of Cameron’s past, which lead her parents to send her away, but mostly this is about establishing her circumstances for the audience.

Online and Social

There’s not a whole lot happening on the official site from FilmRise, just some basic information, a few stills and other tidbits along with the ability to buy tickets if the movie happens to be playing near you.

Advertising and Cross-Promotions

Nothing I’ve seen on the paid front. The studio did partner with GLAAD on a campaign exposing the dangers of conversion camps.

Media and Publicity

The movie debuted at the Sundance Film Festival and won the prestigious Grand Jury Prize while also picking up some very good buzz and word of mouth before going on to screen at the Tribeca Film Festival. It took a while after Sundance but eventually FilmRise picked up distribution rights. The delay was seen as being because despite its awards win it was still going to be a difficult movie to sell to audiences.

There doesn’t appear to have been a substantial press push in recent weeks, which is a little surprising, especially since we’re between major releases at the moment. Danforth was interviewed about seeing her book become a film, but that’s all I’ve seen. Moretz did a few media interviews here and there but nothing big.

Overall

Again, I feel like there was a chance for the movie to launch a bigger campaign but it never really got off the ground. It’s not that the campaign was bad, it’s just that the Sundance momentum was largely squandered with the marketing didn’t really kick off until early July, less than a month before scheduled release. That means it’s had to work hard in that time to get any buzz going and I’m afraid it’s going to amount to too little too late.

PICKING UP THE SPARE

Chloe Grace-Moretz goes all [fire emoji] on the idea of gay conversion therapy and talks about the recent moments that have dramatically changed her thinking on the idea. She also unloads on the studio mentality that marginalizes female actors and characters as well as her belief stories should be told by the kind of people portrayed in the story, highlighting the difference in reaction to this movie by a queer woman and the upcoming Boy Erased, which tells a similar story but is directed by a straight man.

A number of media outlets have been rerunning interviews they did from the movie’s festival appearances, while Chloe Grace-Moretz made a few additional media appearances like this stop at “Colbert.”

Director Desiree Akhavan has also gotten a bit of press, including this interview where she talks about her festival experiences and why it is she hasn’t yet had the same mainstream success some of her contemporaries have.

More from Moretz about how the 2016 presidential election made the story even more important to tell. She was also interviewed about what production and filming were like.