How HBO Max has sold a story of making peace with your past.
Meryl Streep teams for the second time with director Steven Soderbergh in this week’s new HBO Max release Let Them All Talk. Streep plays Alice, a well-known author who decides to reconnect with some old friends by taking a cruise as a group. Joining them is Alice’s nephew Tyler (Lucas Hedges), who is responsible for making sure the ladies get where they need to be and so on. Candice Bergen and Dianne Wiest play Roberta and Susan, Alice’s friends and fellow travelers, while Gemma Chan plans Karen, a literary agent who gets involved with Tyler on the trip.
The movie, which has a strong 93% Fresh on Rotten Tomatoes, has gotten a campaign that sells it as part of the overall Soderbergh brand while also relying heavily on the charisma and talent of the three women in the leading roles.
In addition to selling the names of the director and stars, the poster makes sure to label this as a “Max Original,” a different designation given to the titles it has produced as opposed to those it’s acquired after the fact. That’s meant to apply a little cache, but with such a new brand it’s hard to put much weight behind it.
Outside of that the photo of Streep looking pensive and tense pairs nicely with the copy “Write your wrongs,” conveying a good sense of the basic story as well as the emotional tone of the film.
Alice is furiously writing as the trailer (2.3 million views on YouTube), released in mid-November, opens, but she hasn’t actually turned in anything. So Karen has booked her and her friends on a cruise to try and shake things loose. Turns out there’s some bad blood between the friends, stemming partly from Alice’s use of them as characters in her past works. The chemistry is still there, though, and the time together brings some laughs and some tears and quite a bit of soul-searching. What the trailer really sells, though, is a bunch of professionals doing their thing on one of Soderbergh’s loose sets, which is a strong message to send.
Online and Social
Nothing here specifically for the movie, but HBO Max’s corporate social profiles did provide some support leading up to release.
Advertising and Promotions
Soderbergh announced the movie in mid-August of last year, revealing he was already well into production at the time. It wasn’t long until it was reported the feature marked the first major acquisition by HBO Max for what at the time was its unlaunched streaming subscription service.
The first very brief look at the film was offered in a sizzle reel promoting HBO Max’s upcoming slate of original material.
A few short promos like this were distributed on social in the last few weeks, offering slightly different looks at some scenes previously shown in the trailer.
Media and Press
A group interview with much of the primary cast had them talking about the story as well as the unconventional nature of Soderbergh’s filming style, including how low-budget, low-tech and low-stress the shoot was. That piece also hinted at a December release for the movie.
There was a big profile of Bergen that touched on her role here as well as her life and career overall.
You won’t go wrong with a certain segment of the audience (myself included) by selling a movie by promising simply a good time watching a bunch of seasoned professionals breeze their way through a simple premise.
That’s exactly what is being communicated here, with the added bonus that it comes from Soderbergh, who has a history of guiding just those sorts of productions. There’s good stuff here specific to the story, but the real hook is simply a few naturalistic performances and a director with a knack for capturing interesting moments on film.