house of gucci – marketing recap

How MGM has sold a high-fashion drama

house of Gucci movie poster
House of Gucci poster

The House of Gucci, out in theaters this week, has a lot of talent behind it as well as a story made for late primetime in the early 1980s.

Directed by Ridley Scott (his second film in just a few months after The Last Duel), the movie stars Lady Gaga as Patrizia Reggiani, an ambitious woman who sets out to marry Maurizio Gucci (Adam Driver), heir to the fashion empire that bears his family’s name. She wants control though he doesn’t, setting up a power struggle between the couple and others in the family as well as between Patrizia and Maruizio themselves.

Jared Leto, Salma Hayek, Jeremy Irons, Al Pacino and others also star as members of the Gucci family or those in their orbit and influence.

MGM’s campaign has been heavy on the drama, positioning it as a feature length episode of “Dallas” or “Knots Landing” with all the intrigue and drama you’d expect from that.

announcement and casting

Though there had been ups and downs in Scott’s development of the the project since 2006 it wasn’t until November 2019 that things officially began moving forward, helped by Gaga’s casting in the lead role.

The film, developed by Scott, was reportedly picked up by MGM after that studio outbid Netflix in early 2020. Cast members were announced over the course of the year, including Pacino, Driver and others.

In March Lady Gaga posted a first look photo of herself and Driver as the married couple of the title.

Costume designer Janty Yates was interviewed about creating the period-appropriate looks for the characters and what it was like to dress fictionalized real people.

In a Variety cover story in May Hayek talked about this being the first role she took post-Covid and how the low stress shoot helped her get back in the groove given her lack of energy. Hayek also praised Lady Gaga’s work ethic on set.

the marketing campaign

Promotional artwork featuring Gaga, Irons and Pacino came out at the end of July showing them looking dapper and stylish against a stylish blue background.

The first trailer (13m YouTube views) was released at that time as well. As it opens, Patrizia is discussing the allure of the Gucci name and is clearly targeting Maurizio as a way to gain access to the power the family holds. We meet that family and see some of their dynamics before Patrizia reveals she wants to move the old guard out so she they can seize control by whatever means necessary.

MGM gave CinemaCon attendees in August a first look at the movie.

It wasn’t until late September that the first poster came out using the same blue background as the earlier images but this time with all five of the main characters arranged in the photo. The deadly plot is communicated through the copy “A legacy worth killing for.”

Exclusive footage was provided to Vogue as part of another interview with costume designer Yates.

In late October the second trailer (7m YouTube views) was released. This time we meet the Gucci family via Maurizio introducing Patrizia to them all. The majority of this trailer’s running time is devoted to the intrigue around Patrizia’s plans to inject herself into the decision-making part of the business through manipulation, law enforcement and ultimately murder.

Another set of three posters came out shortly after that, this round using different color backgrounds for each of the characters. Another one with Hayek was added a short while later.

Leto was interviewed about how the role of Paulo Gucci fits into his career habit of completely transforming his physical appearance for each character he plays. How Gaga went full method after doing extensive research into her character was covered in an interview with her.

Tanqueray introduced a gin that was labeled as “inspired by” the movie.

Again, the next poster shows all five main characters but this time they’re shown against a gold background.

Spots like this began running in early November, running not only as TV commercials but also as pre-roll ads, social media promos and even as audio ads.

Leto and Hayek appeared at the LACMA ART+FILM GALA, an event presented by Gucci in Los Angeles.

A red carpet premiere was held in London with the cast and crew in attendance.

Regal Cinemas shared an exclusive video interview with the cast.

Gaga, Driver, Leto and others were all part of a featurette that not only offered a brief preview of the story but extolled the benefit of seeing it in theaters.

The first official clip has Maurizio and Patrizia inspecting a pile of knock-offs, with her taking it a *lot* more seriously than he is.

Gaga talked more about her character research and other aspects of the film during a Q&A following a screening in Hollywood earlier this month. She and Scott were also interviewed together about the story, working with Gucci and more.

Gaga later walked the red carpet at the movie’s Milan premiere.

The next clip shows Patrizia beginning to plant the seeds of a coup in Maurizio’s mind. Another has her buttering up Paulo.

Gaga introduces Patrizia and explains who she is in the story of the movie in another featurette. A similar video featuring Driver and others talking about Maurizio came out a bit later.

When he appeared on “the Tonight Show” Leto talked more about his physical transformation. Driver later talked about the movie on “The Late Show” and the whole cast did likewise on “GMA.”

New York City was the next stop for a red carpet premiere, with the cast and crew once again there. That was followed by a Los Angeles event a few days later.

Cinemark offered an exclusive behind-the-scenes featurette.

MGM announced an experiential event in New York and L.A. that included exclusive photos as well as costumes, props and more from the film’s production.

An extensive personal profile of Gaga had her sharing how she tapped into painful moments from her past to capture some of the key character moments. How she and Driver staged some of the more intimate scenes was covered in a joint interview with the pair.

Another featurette focuses more on the family behind the fashion brand and how it’s populated by some very interesting characters. The family’s history and legacy was covered in a featurette just days later.

Patrizia asks for insights into her future in the next clip while another features the moment seen in many trailers and commercials with Patrizia talking about not being ethical but being fair.


At the outset I said the movie seemed to be big-screen drama that seemed to channel the aesthetics and style of an early-80s prime time soap opera and I stand by that. Perhaps it’s helped by the era the story is set in, but everything about the entire campaign makes me think we should be watching this on TV in the hour before the local news comes on.

Lady Gaga Reaction GIF by House of Gucci - Find & Share on GIPHY

Reviews have been mixed, with some critics calling it glorious and others saying it’s an inconceivable mess. That’s why it has a middling 67% on Rotten Tomatoes. But there’s a lot to like in the marketing, including it’s strong sense of brand identity, helped by the official involvement of Gucci itself in production.

But there are still two questions that don’t seem to have answers:

  • Why is Adam Driver not featured in any of the sets of character posters? He’s a major star but only appears on the group one-sheets. It’s incredibly odd.
  • Who made the decision that Lady Gaga should be the central focus of the publicity and press campaign? I get that she’s the star at the center of the action, but it still appears there were only three messages she had to share in each interview, so it’s thin soil to plant in.

These are the things that will continue to haunt me.

A Star Is Born – Marketing Recap

Here’s how Warner Bros. sold A STAR IS BORN, starring Bradley Cooper and Lady Gaga.

a star is born posterBradley Cooper stars and makes his feature directorial debut in this week’s A Star Is Born, the latest version of a story that’s almost as old as Hollywood itself. Cooper plays Jackson Maine, an aging singer/songwriter who knows he’s in the latter days of his career, spending his days drunk and remembering better times.

When visiting a small bar he sees Ally (Lady Gaga) performing on stage and is struck by both her talent and beauty. Maine offers to take her under his wing and help her finally achieve her dreams of stardom. The two become romantically involved as well and as her career his destructive behavior only gets worse.

The Posters

Jackson and Ally are sharing a special moment on the first poster, released at the same time as the initial trailer. He’s strumming a guitar and she has a notebook open, communicating to the audience that this is a pair of lovers who are going to be making some music together. A couple character posters broke out the pair in photos that absolutely look like they should be accompanying a Rolling Stone profile.

Two more poster came out later on. Both show Maine and Ally on stage in some manner and embracing while performing. One of them is a Dolby-exclusive and both retain the black and white imagery used in the previous versions.

The Trailers

Jackson is tired and running out of time as the trailer opens, though he’s still performing and getting a rush from the crowd when doing so. When he goes to a bar and sees Ally perform he reaches out and asks why she isn’t doing more than singing in some dive since he sees enormous talent in her. He finally gets her up on stage and from there on out her career takes off. There are scenes of performances as well as other chaos and turmoil, all accompanied by some of the music featured in the film.

I’ll be honest, Lady Gaga looks *really* good here and I’ve been skeptical about this to date. She seems to give a strong, honest performance. Cooper too puts his usual tics to the side for a grounded, grizzled performance as someone who is looking to establish his legacy by mentoring the next generation. It’s not showy at all on either count.

Online and Social

The movie’s official website features a version of the initial key art on its front page, along with a big prompt to “Get Tickets” and links to information on an October 2nd Dolby Fan Event and AMC Theater-hosted All-Access Early Screenings of the film. There are also links to the Facebook, Twitter and Instagram profiles.

The usual material can be found in sections like “Synopsis,” “Gallery” and “Videos.” There’s also “Partners” and, of course, information on the “Soundtrack.”

Advertising and Cross-Promotions

A Lady Gaga fan-run Twitter account shared a screenshot showing the movie was advertising on PornHub, which…alright. There were also reports the studio was advertising it via concert organizer Live Nation at live shows.

Live Nation was one of the two promotional partner companies listed on the movie’s website, along with Citi Private Pass.

TV spots like this cut down the story shown in the trailer to commercial length, consolidating the arc to show Ally being lifted from obscurity to stardom.

Online ads have used video snippets and elements of the key art to drive ticket sales as well.

Media and Publicity

The publicity campaign kicked off with the release of a synopsis and first photo. That came around the same time it was revealed Cooper, Gaga and the crew were at Coachella shooting footage for the movie there, with the studio inviting fans of the singer for the in-character performance. Cooper similarly showed up later at the Glastonbury to shoot more footage.

The first official look at the film came in EW, which also offered a few thoughts from Cooper about the timelessness and flexibility of the story and what direction he’s taking it it. The movie screened at the Tribeca Film Festival, where Cooper held a Q&A with past co-star Robert De Niro and talked about working with Lady Gaga, the hiatus from acting that lead him to embrace directing, working with Lady Gaga and more. It later skipped Cannes, presumably to open it up to make more of a fall film festival run. The movie was also part of the later CineEurope presentation from the studio.

It’s not entirely clear on whether this was part of the movie’s promotional campaign or a bit of shade being thrown at the new movie, but as part of a package of Barbara Streisand material an expanded edition of her 1976 version of the story would be coming to Netflix.

In mid-July it was announced the movie would screen at the Venice Film Festival, a last-minute decision reportedly made after an exhibitor screening generated enthusiastic reactions that opened up speculation of potential awards campaigns. The movie was named as one of those screening at the Toronto International Film Festival.

In a nice bit of publicity, the movie was featured on the cover of Entertainment Weekly’s Fall Movie Preview, including interviews with Gaga and Cooper about working together, the story of the film, how they shot at various music festivals, what happened when the stars of the 1976 film visited the set, the assembling of the soundtrack, how Cooper was inspired by his experience working with Clint Eastwood and more.

Producer Lynette Howell Taylor was profiled by THR where she was able to talk about how she managed to get all the music festivals included in the movie as well as other aspects of production.

Gaga went in-depth about how Cooper tapped into some of her real-life insecurities and issues to get to the heart of the character, as well as how some studio execs still wanted her to jump through various hoops before they would approve her casting. Plenty of other conversations with one or both of the stars continued to appear throughout the festival, all of which fueled the awards speculation that had already been underway for a while, especially for Gaga.

As the same time the movie was appearing at Venice, details around the soundtrack were revealed, promising everyone a whole lot of new Lady Gaga music and more. Also at the time a series of clips, each focusing on a different aspect of the dynamic between Ally and Jackson, were released.

There were also interviews where Gaga spoke about the perils of addiction for those who become famous and how such fame is unnatural and is therefore difficult to deal with. Cooper also explained how he channeled some of his own painful past into the story.

An appearance at the Tokyo Film Festival was also scheduled. And AMC Theaters screens with Dolby Cinema technology arranged for the movie to screen two days earlier than on other screens.

Featurettes from mid-September, just as the festival push was winding down, had Gaga talking about writing songs that sounded like Ally and Cooper doing likewise for Jackson.

The movie’s premiere allowed Gaga to talk more about the emotional vulnerability she embraced for the role. A serious feature of Cooper that had him talking more extensively about how he worked to put his personal stamp on the well-known story followed. A massive London premiere event served as the public unveiling of the film.

Also making waves in the couple weeks before the movie hit theaters was the release of the video for “Shallow,” the new song featuring a duet between the two leads.


The movie has been a critical favorite since the first time it screened for anyone anywhere. Those critics have been pushing the narrative that the movie is an awards contender right out of the gate, that Gaga is incredible and Cooper inspiring in an emotionally raw film. So there’s that word of mouth and buzz out there to try and get people interested.

Warner Bros. has leaned into this, creating a campaign that’s meant to inspire Gaga’s fanbase to come out and see her on the big screen, something some members of that group reportedly took a bit too seriously. The focus of all the featurettes and extended clips has been squarely on the music, where she can shine and where Cooper’s commitment to the craft can be highlighted.

What’s worth noting, though, is that it’s a relatively paltry campaign. There’s just the one trailer and all the posters look like variations on the same theme. Sure there are a handful of additional videos, but the studio obviously understood the press push was where the game would be won or lost and so went all-in on that instead of releasing a handful of trailers and adding some more varied visuals to the poster effort.

As of a few weeks ago the movie was tracking at an estimated $30 million opening weekend, which would be good, but my guess is WB has its eye more on awards season here.


Gaga hit “The Late Show” to talk about the movie and continue praising Cooper. The same can be said of Sam Elliott, who has done a bit more press since the movie hit theaters.

Another music video for one of the movie’s songs was released around the same time the soundtrack, the withholding of which was very much strategic to build up anticipation and create the need to see the movie in order to hear the songs, finally became available.

One of the movie’s producers shares some background on how the production was able to film at a few music festivals.

The studio worked with Spotify on a commercial featuring “3D sound” that mimicked being in a theater.

As the movie’s awards campaign was ramping up in late November a new featurette focusing on Cooper as the director was released.

LA finally got a billboard featuring Gaga’s character, apparently similar to one that appears in the movie.