How Netflix has sold a story of parental grief.
In Pieces of a Woman, written by Kata Wéber and directed by Kornél Mundruczó, Vanessa Kirby and Shia LaBeouf play Martha and Sean, a young married couple who experience a terrible tragedy during the birth of their first child. The story follows the two – especially Martha – over the course of the ensuing year as she works through the grief of the event as well as the other related emotions that come with it. The movie also stars Ellen Burstyn as Martha’s mother, whose overbearing nature complicates the situation.
Netflix has been selling the film as a prestige piece, especially focusing on Kirby’s performance in part because LaBeouf has once again become a toxic persona. Generally positive reviews have given the film a 78% Fresh rating on Rotten Tomatoes, so let’s take a look at the campaign as a whole.
Kirby’s Martha fronts the movie’s one poster (by marketing agency P+A), released in mid-November. The photo is of her looking longingly at something off-camera, but it’s enough to convey the general idea that the movie will be an emotional one with Martha as the main character. tw
The first and only trailer (1.7 million views on YouTube) came out in mid-November and starts with Martha and Sean preparing for the arrival of their much-anticipated child, which we quickly see dies during birth. That understandably rocks Martha, who is exploring who she can legally blame for her loss, ultimately going to court to testify against the midwife she holds responsible. Alongside all of that, she clashes with her mother, husband and others as she seeks to direct her grief in some useful direction.
Online and Social
Not only wasn’t there a standalone site for the film, which isn’t unusual for Netflix releases, but it seems there also weren’t social profiles set up either. It did get some support on Netflix’s brand channels, though.
Advertising and Promotions
The movie’s debut at the Venice Film Festival garnered positive reviews, especially for the performances by Kirby and LaBeouf. Kirby’s was so good she won the festival’s Best Actress Volpi Cup.
A short clip debuted while Venice was underway. Those positive reviews were likely instrumental in Netflix deciding to acquire the film, which it did shortly after the Venice premiere.
It was also screened at the Toronto Film Festival as well as for the American Film Institute and at EnergaCamerimage Film Festival.
Media and Press
A profile of Kirby from early September included this as one of a couple highly-anticipated projects she was involved in.
Weber and Mundruczo were interviewed during Venice about how they expanded on earlier material for this film and how they secured the cast they did. In another interview during teh festival they talked about tackling taboo subjects and more.
Kirby and Burstyn were interviewed together about making the movie and what drew them to the project. Elsewhere Mundruczo talked about the story and what made it so powerful while also praising his cast.
Closer to release there was another feature profile of Kirby that had her talking about taking on her first major role specifically because it seemed scary and imposing. She also promoted the film in an appearance on “The Tonight Show.”
Mundruczó and Wéber were interviewed about developing such a raw and personal story, and then doing so again for a feature version. There was also an interview with Burstyn, whose performance has created a good percentage of the film’s buzz and been called out in many reviews.
If you’re wondering where LaBeouf was during the press campaign, he either declined to participate or was told not to following recent allegations of abusive, harassing behavior by various women as well as new reports of erratic and problematic behavior on-set.
Making Kirby the focal point of the campaign was absolutely the right call here, not only because she bears the brunt of the story’s emotional baggage but because her performance anchors the film and is where the audience is intended to throw their attention.
It’s a slow and deliberate campaign, especially exemplified by the trailer, and that gives it an appropriate sense of drama and stakes. Not only that, it’s one of the best from Netflix, particularly in how the company has finally fully embraced giving its movie stars the chance to fully engage the press.