the green knight – marketing recap

How A24 sold an adaptation of an epic – and convoluted – story.

(ed note: This should have been published last week, but life got in the way. Let’s move on…)

For a good long while it seemed like there was no movie film critics were more anticipating than director David Lowery’s adaptation of a 14th-century poem, The Green Knight. The movie, in theaters now after long Covid-related delays, stars Dev Patel as Sir Gawain, the nephew of King Arthur who enjoys the leisurely life instead of going out and making a name for himself with acts of heroism and bravery. When his mother summons the mysterious Green Knight to help him become the man he should be, it sets in motion a series of events that will send Gawain on a quest where his fate is uncertain.

The movie, which also stars Alicia Vikander, Joel Edgerton and others, has an impressive 90% Fresh on Rotten Tomatoes. While the campaign has been stop-and-start because of the aforementioned delays, it has also been consistent in selling a fantasy journey even if the story hasn’t always been clear to the casual viewer.

The Posters

Just one poster (by marketing agency BOND) got out last February before the release was delayed. It shows a crowned Gawain from beyond, his head in stark contrast to the bright red background. Copy along both sides reads “When honor was everything. When courage made kings.” Both those help setup the story and setting while hiding the main character’s face helps to establish the character more than the actor.

The same design was used on a series of character posters released over a year later, in early May of this year. These showed the Lord, Lady and The Green Knight himself and playfully acknowledged the long delay with copy reading “One year hence”, which also ties into the story.

Gawane got his own poster that actually shows his face around the same time.

He stands seemingly triumphant – or at least defiant – on the final poster from mid-June.

The Trailers

We’re introduced to Gawain in the first trailer (5.6m views on YouTube) from February 2020 as someone who is out to prove himself and achieve greatness. To do that he will set out on an adventure that is fraught with danger, shown here as visions of terrible outcomes and fates that might befall him. All of that is communicated through the imagery of storytelling, specifically the kind of puppet show used to entertain children. It’s creepy, trippy and more than a little intriguing.

With the delays to the movie’s release it wasn’t until May 2021 that the second trailer (14m views on YouTube) came out. This one sells a much different story, one that is centered on Gawain’s quest to slay a creature he had faced before but which promised they would meet again one year later. That quest means he’s facing plenty of peril, has to rely on uncertain allies and is otherwise in a lot of danger.

Online and Social

You’ll find only basic information on A24’s page for the movie, but the social updates, both on a standalone profile and the studio’s, offered more context and background.

Advertising, Publicity and Promotions

While a premiere screening was initially announced for SXSW, when that festival was cancelled those plans were understandably thrown out the window. Lowery later admitted making that premiere date would have been difficult, but he also remained unsure at the time if the movie would get a theatrical release or eventually go straight to streaming or VOD.

A24 wound up punting the movie’s theatrical release date indefinitely in May, 2020.

While a new date was pending, the studio announced The Green Knight: A Quest for Honor, a tabletop game with a story set in the same world as the film. A promotional video showed off some of the game play.

A new release date was finally announced in March, with the movie scheduled to hit theaters almost exactly a year after it was originally intended to.

In late June a video was released with Ralph Ineson narrating a recap of the history of the epic poem the movie is based on as well as an overview of the story, though it’s still somewhat confusing.

Promos such as this began airing and running in mid-July. They didn’t offer much in the way of story, but continued to create a sense of mystery about the movie’s story. More traditional spots came out a bit later.

IGN debuted an exclusive clip of King Arthur asking his court for a good story of great deeds before the Green Knight himself comes in to interrupt the proceedings.

An exclusive clip at Fandango MovieClips picks up where the IGN clip left off, The Green Knight’s challenge being read aloud in King Arthor’s court.

Another clip shows the kind of life Gawain is leading before his fate catches up with him.

Just as the finish line seemed in view, news broke just last week that the release had been pulled from U.K. theaters. ‘

How Lowery filmed a key sequence in the film and how he subsequently refined it over the extended period afforded by the pandemic-related delays, was covered in an interview with the director.

Patel got the full profile treatment here, including how he’s been very selective about his roles over the course of his career.

Another interview with Lowery had the director talking about how he became aware of the source material, how he cast Patel and more.

Overall

Once the campaign got going a couple months ago it became a lot of fun. Until that point it was a tad on the dense and somewhat confusing side, not terribly so but certainly enough that casual fans might have given up on it.

In that way it presented one of the biggest challenges of all the films delayed during the pandemic. Not being part of a franchise or series meant there weren’t those easy hooks to hang audience interest on, so it couldn’t rely on a slow drip of word of mouth and press coverage.

On the whole it surmounted that challenge nicely, but likely without gaining much and who knows how much of the potential target audience from February 2020 is willing to head to the theater right now. Whatever the movie’s fate, though, the marketing can’t be blamed, especially when you put the mystery and tone created in the early elements in the context of Lowery’s career.

The Personal History of David Copperfield – Marketing Recap

How Searchlight is selling an unconventional take on a classic story.

(Note: Yes, this movie came out last week, but it got missed and I didn’t want to abandon it completely. Anyway, here we are.)

The Personal History of David Copperfield is based on exactly the Charles Dickens book you think it is, but writer Simon Blackwell and director Armando Iannucci have something unusual in store for audiences. While the story follows most of the same beats as the book, the casting and presentation of that story are somewhat unusual.

The core of that is the casting. Dev Patel plays Copperfield, whose life is followed from youth to adulthood. In that time we see him grow and move away from home, lose his mother, move in with his aunt and ultimately achieve his dream of becoming a writer and part of society. Starring alongside Patel are Tilda Swinton, Peter Capaldi, Hugh Laurie, Benedict Wong, Nikki Amuka-Bird and a host of others.

With that cast providing the film a substantial pedigree, the campaign has promised audiences a fun bit of fresh air, a new take on an old story with a fizzy, eclectic energy.

The Posters

Copperfield himself looks out at the camera on the first poster (by marketing agency Creative Partnership) from early October. The gist of the story is shared in the copy “From rags to riches…and back again.” while the floating pieces of paper with drawings on them communicate some of the supporting characters and story points audiences will encounter.

A second poster (by marketing agency Concept Arts) came out in February. This one takes a visual approach that’s akin to some of the posters for Terry Gilliam movies, showing a veritable funhouse of elements, from Copperfield in the background behind the curtains to the supporting characters arranged around him. It shows off the inclusive cast, giving the impression of being a stage play of sorts, which works in the context of the film being sold.

The Trailers

Copperfield is leading the audience at a lecture through his childhood history as the first trailer (3.2 million views on YouTube), released in February, begins. He falls in with Mr. Micawber, who helps David learn how to survive on the streets of London. Years later after his mother dies he seeks out the only family he has left, starting a cycle of ups and downs throughout his life mixed with adventure and romance. Iannucci’s sense of humor is on display throughout the trailer, which shows a story that mixes straight ahead retellings of Copperfield’s journey with fantastic elements and more.

Online and Social

Not much beyond the basic collection of the trailer, a poster and a story synopsis on Searchlight Pictures’ page for the film.

Advertising and Publicity

In mid-July it was announced the movie would open this year’s London Film Festival. A few weeks later it was slated for the “Special Presentations” section of the Toronto Film Festival.

Searchlight acquired the movie in mid-August before those festival screenings. Buzz out of Toronto was surprisingly mixed, though most reviews praised Patel’s performance and other aspects of the film. A release date was finally announced in late October, shortly after the movie received 11 BAFTA nominations, including for Patel, Swinton and Laurie.

Searchlight pulled the movie from its release schedule in mid-March in response to the Covid-19 outbreak that was closing theaters and more. It was later rescheduled for August.

The first clip came out in late July showing Copperfield flirting awkwardly, setting a nice tone for the movie and the rest of the campaign. Another has him helping his mentor literally and physically release the thoughts he’s been troubled by while a third has Copperfield finding out the home he’s about to enter is not one that welcomes donkeys.

An exclusive featurette given to AMC has the cast and director talking about the joy of Dickens’ work and the wonderful experience of working on the project. Another featurette from Searchlight covers similar ground, with behind-the-scenes footage mixed in to show the cast at work. A bit more background on the period the story is set in and how the team recreated that in their own way is covered in a third.

Media and Press

As production began Iannucci talked briefly about how he was taking a colorblind approach to casting the movie, not worrying about how the period would have been almost exclusively white. That topic was soundly dismissed by Laurie in an interview that took place during Toronto. How the film was cast without worrying about ethnicity was the subject of another interview with Patel.

Additional profiles of Patel covered how he wasn’t a huge fan of Dickens’ original before beginning production and how he got involved with the project while further interviews with Iannucci had him putting this film in the context of his other films and shows.

Overall

What a fresh, breezy campaign Searchlight mounted here. It’s enough to make one wish the movie were coming out at a time when a bigger percentage of the audience was able to make it to theaters in order to see it. Though of course if this were a normal year for movies (or anything else, really) it likely would have been swallowed up in the hype cycle for one of the big genre entries.

While the lack of story details in the campaign is usually a negative, here it doesn’t really matter at all. What’s being sold is a charming little jaunt with a pulsating energy, not a detailed character journey. In that respect it works by putting the story on the backburner and allowing the vibe of the film – propelled by the cast, script and direction – to come through. Even those who may not be willing or able to see it in theaters will likely mark it as one to see at a later date.

Picking Up The Spare

Another featurettte was released that looked at the romantic elements of the movie’s story. 

Hotel Mumbai – Marketing Recap

hotel mumbai posterDev Patel plays Arjun in the new movie Hotel Mumbai. Based on true events, Arjun is a server and clerk at the Taj Hotel in Mumbai circa 2008 when a group of terrorists bring violence to the city. That includes invading the hotel and killing guests and staff, taking others hostage.

Arjun is one of several individuals who manage to evade death or capture. They band together to try and either escape the hotel or take down the attackers. While Arjun and the other staff are committed to protecting their guests, two visiting Americans just want to keep their newborn child safe.

The Posters

hotel mumbai poster2Appropriately, the interior of a hotel room is featured on the first poster. The bathtub with flower petals, the elegant chair against the wall and more all convey the luxurious nature of the establishment. That’s countered, though, when you notice the discarded phone left on the chair and the bullet holes in the wall.

The second one-sheet ups the message of danger, showing the silhouette of an AK-47, the skyline of the city growing out of the top of the rifle. Headshots of the lead cast appear at the top while copy above those photos tells us we’re watching the events of a true story.

The Trailers

Much like many other dramas, the first trailer starts off by showing a devoted husband and father – in this case Arjun – leaving his family for what he thinks will be a normal day at work. We’re introduced to the operations of the Taj Hotel and some of its current guests before we see terrorists begin to wreak havoc on the city of Mumbai, eventually coming to the hotel. Taken hostage, the guests and staff eventually begin to work together to take on the attackers as they see fighting back or risking escape as the only way to survive.

Online and Social

In addition to the usual mix of the trailer and other content, Bleecker Street’s official website has plenty of information and background on the real events that inspired the movie. That’s good and exactly the kind of primer and education that should be offered when a film is based on a true story.

Advertising and Cross-Promotions

Nothing I’m directly aware of, though there was likely some online advertising done. If not there probably will be as the movie opens and expands.

Media and Publicity

A strong positive reaction resulted from the movie’s screening at the Toronto Film Festival. In late February Bleecker Street put out a featurette including comments from Patel about how he remembers the events depicted in the story and wanted to be part of the project.

Clips were released a few weeks later showing pivotal moments from the story including the hostages rallying together and risking action in order to survive.

Patel and costar Armie Hammer made a few TV and other media appearances as well to talk up the movie.

Overall

The campaign never really plays to its strength, among those being Patel’s charm and charisma. While the true story is dramatic and gripping in its own right, the marketing only communicates that fitfully, getting too bogged down in the melodrama of the characters’ fight to escape. What’s missing is anything that makes this story unique and compelling, an area that could have used Patel’s persona and likability.

Picking Up the Spare

The movie’s director spoke about how releasing it so soon after a terrorist attack wasn’t ideal, but those are so common there’s no good time ever. He also doesn’t want you to think the movie takes it too easy on the terrorists.

Patel got the feature profile treatment.