she said – marketing recap

How Universal Pictures has sold a retelling of a reckoning

She Said movie poster from Universal Pictures
She Said movie poster from Universal Pictures

No industry is perhaps more associated with the “#MeToo” movement of a few years ago than Hollywood. After all, it was the women who finally stood up against now-disgraced mogul Harvey Weinstein that was central to it as one woman after another came forward to share their experiences with Weinstein and other men in the workplace.

Adapted from the book of the same name, She Said arrives in theaters from Universal Pictures to revisit the era where two reporters worked to pierce the movie industry’s veil of silence. Carey Mulligan plays Megan Twohey and Zoe Kazan plays Jodi Kantor, both of whom worked at The New York Times and followed the whispers, evidence and statements of a number of women whose lives and careers had been impacted by Weinstein. The results of that investigation were first published in a ground-shaking NYT story and later in book form.

With Patricia Clarkson, Andre Braugher and others in supporting roles, Maria Schrader directs from a screenplay by Rebecca Lenkiewicz so let’s look at how the movie has been sold.

announcement and casting

Mulligan and Kazan were named the leads when news broke in June, 2021 that Universal was developing the film. A release date was announced a month later. Over the next few months others were added to the cast including Clarkson, Braugher and Morton.

Footage was shown during Universal’s CinemaCon 2022 presentation, with Mulligan and Kazan appearing in person to talk about and hype up the film.

the marketing campaign

For the public the marketing began in mid-July with the release of a poster that nicely illustrates the nature of the story by showing a woman’s silhouette against a white background with “Will you go on the record?” running across the image. That shows how the story relies on the accounts of multiple women who are both in the background – whether by choice or not – and whose identities are being either protected or withheld.

The trailer (11.8m YouTube views) released at the same time starts out Kantor taking on the story of sexual harassment in Hollywood and enlisting the help of Twohey to do so. What she finds is overwhelming as numerous women share their experiences as Weinstein’s victims. Still, some are unwilling to speak with them and there are plenty of people still trying to protect him in various ways and the reporters find themselves under surveillance. As a few women agree to go on the record the story unfolds, leading to its ultimate conclusion.

In August and September the movie began being slated for screening at festivals including New York, BFI London and AFI among others.

How Zazan and Mulligan worked to get the story right and effectively portray the journalism that was done was the subject of a feature story that included not just the actors but the writers they portray in the film.

Lenkiewicz was interviewed about the process of writing the movie, including speaking with some of the women abused by Weinstein herself and getting work-in-progress chapters of the source book from the journalists as they were putting it together.

The cast and crew along with Twohey and Kantor and others were in attendance at the NYFF world premiere in mid-October. At a Q&A there they all spoke about the impact the story had and how the movie reflects that along with how it’s not as if all problems have now been solved and there’s still work to be done. To coincide with that premiere the two journalists wrote an account of how things have gone since the story was initially published, how the movie came about, what changes have been made to compress it all into a two-hour film and what it’s like seeing their work dramatized on the screen.

A similar event was held at the BFI London Film Festival just a couple days later.

Women in Film announced at the end of September that Mulligan, Kantor, Twohey and producer Dede Gardner would be given their “Forging Forward” award at this year’s ceremony. At that event in late October Mulligan recounted her experiences after getting the script and tapping Twohey and others for background and context about the events depicted.

TV spots and other online promos began running in late October as well. They feature different cutdowns of the trailer footage for the most part while banner ads mixed the key art of the two leads conversing in the newsroom with the same footage.

IMDb was given an exclusive featurette with the cast, crew and real journalists discussing the making of the movie and the story behind it.

Right after that the AFI Fest screening took place with another Q&A with the major players. There were also other select screenings held by different groups, often with a subset of that group in attendance.

Another feature story included both the pairs of Mulligan and Kazan along with Kantor and Twohey. All four then appeared together on “The View” to promote the film and discuss the story. Mulligan and Kazan broke off for a joint appearance on “Today”.

It should also be noted that the movie’s official website has, in addition to the usual selection of marketing material, sections devoted to resources for those who need to report sexual harassment/abuse or deal with its aftermath as well as profiles of Kantor and Twohey.


As I’ve said about a number of recent movies, the supportive relationship between Kazan and Mulligan is constantly referenced in this campaign and is a nice touch, especially given the subject matter. That lends a humanity to the marketing that grounds the story even more than already happens by virtue of the subject matter.

Having the real life journalists so heavily involved is both a blessing and a burden in that they provide some valuable context for the story and how it was investigated and told before becoming a movie but also pull focus from the movie at times. They are there to lend their expertise and experience, of course, but the message sometimes becomes muddled as to whether audiences should be more interested in this dramatized version of events or the more factual retelling in the original book.

It’s an otherwise solid campaign that unfortunately also seems a bit underwhelming, maybe because it’s being crowded out by so many other late-year releases, though few seem as culturally relevant and important as this one.

Wildlife – Marketing Recap

wildlife posterPaul Dano makes his directorial debut with Wildlife, starring Jake Gyllenhaal and Carey Mulligan. The two play Jerry and Jeanette Brinson, a couple in 1960s Montana whose marriage is falling apart all around them and right in front of their son Joe (Ed Oxenbould).

That dissolution is coming from the fact that Jerry has lost his job and abandoned the family while Jeanette is left behind with Joe. The story, co-written by Zoe Kazan, is a simple one but contains all the powerful elements of a relationship flaming out in dramatic fashion.

(Ed. note: Yes, once again I got release dates wrong as this opened in limited areas last week. Let’s just move on.)

The Posters

The movie’s poster is simple, showing Jeanette and Jerry looking at each other from opposite chairs, looking vaguely dissatisfied with the other. That photo is crowded by not only the icons of the festivals the movie has appeared at but also a number of positive quotes from early reviews.

The Trailers

Jerry is going through a rough patch, we see in the trailer, as Jeanette tries everything she can to both support him and explain his moody and erratic behavior to their son and others. Their son Joe observes all of this, upset by what’s going on but unable to really do anything about it. We see scenes of the family dynamic in various iterations and get a sense of Jeanette’s loneliness and isolation.

The visuals are enough to really hit you where it hurts, particularly all the emotions on display in Mulligan’s performance. We don’t see a lot of Gyllenhaal, but that seems to be the point. Throughout the trailer the audience is shown quotes from critics praising the movie to reinforce the idea that this one is worth seeking out.

The second trailer, released in early September, features much more dialogue and explanation of the story, showing how Jerry is reeling from a recent setback, dealing with it by having his own version of a midlife crisis. Jeanette tries to reassure Joe that everything is going to be alright while at the same time explaining to him the world isn’t as cut and dried as he’d like it to be.

A 60-second trailer from late September hit roughly the same story points, just in more condensed form.

Online and Social

There’s just the basic information found on IFC’s page for the movie, including the trailer, a synopsis and the poster.

Advertising and Cross-Promotions

TV spots that debuted in early October focused on Jeanette and Jerry, showing scenes from previous trailers to sell the two aspects of the story.

Media and Publicity

With a great cast and Dano in the director’s chair, along with quality source material, it was almost immediately one of those people were most excited to see when it debuted at the Sundance Film Festival. The cast and crew spoke frequently about the film, with Dano and Williams talking about working together after being friends for years and Kazan and Dano talking about the collaboration they undertook as real life romantic and now screenwriting partners. It was a couple weeks after the festival ended when the movie sold to IFC Films.

It was later announced as one that would screen in a sidebar series at the Cannes Film Festival, where Dano spoke more about taking on directorial duties for the first time and what it was like working with Kazan. Around that time Mulligan was interviewed about why she signed on for the movie and also answered questions about #MeToo and other industry issues.

The movie was announced as one of those screening at the Toronto International Film Festival. It also made the list for the New York Film Festival and the Chicago Film Festival. The movie was added to the lineup of the Austin Film Festival.

Kazan and Dano were often asked what it was like to work together, eventually making it clear they weren’t likely to do so again. Dano talked more about why he decided to step behind the camera here.

Two clips were released in mid-October, one featuring Mulligan and one featuring Gyllenhaal in scenes that expanded on what we’d seen in the trailers.

The two leads were interviewed together about working with Dano and each other to create the nostalgic tone of the story.


The focus has been placed on two pairings: Dano/Kazan and Gyllenhaal/Mulligan. Those pairings have given the press – and the studio – some clear hooks on which to hang their stories about the movie. That’s good since, while the movie does look affecting and dramatic, it’s also lacking a strong hook in and of itself. So we’ve heard plenty about Dano taking up directorial duties, both from him and some mix of Kazan, Gyllenhaal and Mulligan, providing the strongest appeal for discerning audiences to turn out to theaters.

Picking Up The Spare

Mulligan appeared on “Jimmy Kimmel” to talk about the movie and tell some amusing anecdotes. Meanwhile Dano showed up on “Late Night.” She was also interviewed about the fearless, emotional performance she offers in the film.

Dano talks more about his career and what went on behind the scenes of making the movie here.