the good house – marketing recap

How Roadside Attractions has sold a story about rekindling romance

The Good House movie poster from Roadside Attractions
The Good House movie poster from Roadside Attractions

Kevin Kline and Sigourney Weaver reunite in this week’s new release The Good House. Directed by the pair of Maya Forbes and Wally Wolodarsky – who also wrote the script with Thomas Bezucha – the story follows Hildy Good (Weaver) as she leads a comfortable life as a New England realtor. Things take a turn, though, when her old flame Frank Getchell (Kline) comes back into her life. As the two of them become closer, Hildy is also faced with the changing relationship between her and her daughters along with everyone else.

The movie, based on Ann Leary’s 2013 novel of the same name, also stars Morena Baccarin, Beverly D’Angelo, Rob Delaney and others as the people in Hildy’s circle.

Let’s dive into how Roadside has sold it to the public.

announcement and casting

The movie was announced – and filmed – in late 2019, but sat around for a while until it finally debuted at the 2021 Toronto International Film Festival. While there Weaver was interviewed about the unique nature of her character, working with Kline for the third time and more.

Universal Pictures initially planned to release the movie but pulled it from its calendar. Lionsgate and Roadside Attractions then partnered to acquire the film in June 2022. A September release date was announced at that time.

the marketing campaign

Roadside released the trailer (1.5m YouTube views) in early August. Hildy is giving some clients (and therefore us) her background and credentials before addressing the camera directly to admit that things haven’t turned out like she planned. After a few scenes explaining the issues she has with her family – and which they have with her – she and Frank reconnect. That relationship has some unintended positive consequences as she has some uncomfortably honest conversations with her daughters and herself about what she wants, what they want and how they can all move forward.

The poster came out later in August and offers a very simple value proposition to the audience. Namely, the opportunity to watch Kline and Weaver be adorable and talented together in a movie filled with cute houses along the beach. I’ve yet to find a message that’s more personally attractive this year.

Hildy shares some of her problems with her friend Rebecca (Baccarin) in a short clip released in mid-September.

Commercials like this that started running around that same time offer glimpses of the story, mostly by just cutting down things already seen in the trailer but occasionally adding to them to emphasize some aspect of Hildy’s personality.

Another clip shared by Fandango shows an extended look at the intervention Hildy walks into as her family confronts her about her drinking. It also acts as a more thorough introduction to some of the supporting characters. HIldy and Frank share a dinner in yet another clip.

Weaver promoted the film in an appearance on “Good Morning America” as well as in a handful of other interviews, some of which also featured Kline.

Most of the cast and crew came out for the premiere event that took place as part of the Tribeca Film Festival.


As I said above, the idea of two actors like Weaver and Kline having a good time with each other and reminding the world what “chemistry” looks like is one I can enthusiastically get behind. So the campaign works for me based on that alone and only gets stronger by adding someone like Morena Baccarin, who’s so tragically underused by Hollywood, to the mix.

You pretty much know what you’re getting with a marketing push like this, but that’s all good since there are enough campaigns out there concerned with spoilers as they set up high-concept stories. This is as low-key and comfortable as they come and is the better for it.

Ode To Joy – Marketing Recap

ode to joy posterMartin Freeman is, of course, no stranger to comedies, having starred in several over the years. Morena Baccarin has been funny in a number of roles, but hasn’t had the chance to do much straight comedy. That changes in this week’s romantic comedy Ode to Joy.

Baccarin plays Francesca, who one day meets Charlie (Freeman), a man who has cataplexy, a form of narcolepsy that causes him to pass out when he feels strong emotions, including joy or happiness. That makes him dating Francesca – or anyone else – kind of difficult, so he encourages her to start seeing his brother. But the connection between the two is strong, even if Charlie is reluctant because of his condition.

The Posters

It’s a pretty traditional rom-com image used on the poster, which shows Francesca leaning in to give Charlie a kiss. But we get the sense there are complications through the copy that reads “Charlie has never been happier. And that’s the problem.”

The Trailers

It’s a charming little story on display in the first trailer. We meet Charlie and see his particular narcolepsy is triggered in moments where he feels joy or happiness. So he’s always falling asleep at the worst times and making things weird, which negatively impacts his dating life. When he meets Francesca he realizes she’s someone special but is afraid of what happiness will do to him, so he sets her up with his brother. That relationship turns out pretty well, but the connection between Charlie and Francesca never completely goes away, even as he starts dating Bethany.

Online and Social

There’s not a whole lot of information on IFC Films’ page for the movie, just the standard stuff. The studio gave it a bit of support on its brand social channels but was primarily focused on promoting other recent releases.

Advertising and Publicity

Nothing I’ve seen on this front.

Media and Press

The press activity here has been pretty light as well. IFC hosted an L.A. screening of the movie that featured a Q&A with the writer and director and some of the cast did a few interviews.


Given it stars two exceedingly charming and funny actors in a story based on an episode of “This American Life” I’m surprised there isn’t more attention being paid to the release. The lack of discernible press campaign means Baccarin and Freeman aren’t out there telling funny stories and ginning up interest, which hints to me there’s some reason IFC is letting this one go out with a whimper instead of a bang. Too bad since the movie looks breezy and entertaining and, let’s face it, I’ll watch these two in most anything.