Additional Coverage:
- Timothée Chalamet’s stunt-filled ‘Marty Supreme’ marketing campaign proves we like stars who hustle (businessinsider.com)
“Marty Supreme” Serves Up a Box Office Smash with Unconventional Marketing
Hollywood, CA – Forget what you thought you knew about movie marketing. A24’s latest flick, “Marty Supreme,” starring everyone’s favorite Gen Z heartthrob Timothée Chalamet, has completely rewritten the playbook, racking up over $27 million at the box office since its Christmas Day release. And get this – audiences barely knew what the movie was about before buying their tickets!
The buzz began back in October when Chalamet, in a move that screamed “this is going to be different,” appeared in a handheld video on social media sporting a giant ping pong ball on his head. That was just the beginning of a truly wild ride. We’ve since seen an orange blimp gracing the skies, pop-up shops selling trendy jackets emblazoned with the movie’s title, and Chalamet himself perched atop the iconic Las Vegas Sphere.
This isn’t your grandma’s movie promotion, folks. While “Marty Supreme” did the usual trailer drops and star interviews, it was Chalamet’s seemingly authentic and often bizarre involvement that truly captivated audiences. From a “Crank That” dance in Brazil to hosting a table tennis tournament and even appearing on a Druski comedy sketch, the star wasn’t just promoting the film; it felt like he was living it.
“If you can feel the labor, you become drawn to it,” explains Jackie Brenneman, president and CEO of Attend Theatrical Marketplace. This sentiment perfectly encapsulates the “Marty Supreme” phenomenon.
The campaign oozed an authenticity that made audiences feel like they were part of an inside joke, an experience they had to see through by purchasing a ticket. “It feels authentic…it’s Chalamet’s own brand of weirdness,” Brenneman added, noting that this made the movie feel like a personal “Christmas movie” for many.
The campaign’s success lies in its ability to create a genuine cultural “moment.” By pushing traditional marketing aside and crafting viral, event-driven stunts, “Marty Supreme” became the must-see experience of the holiday season.
It wasn’t just about seeing a movie; it was about being part of something. As Brenneman puts it, “People are going to ‘Marty Supreme’ so they can feel the version of themselves that gets it.”
Of course, the film already had a strong foundation, being an A24 production and directed by Josh Safdie, of “Uncut Gems” fame. But with a hefty $70 million budget – A24’s largest to date – a bigger splash was needed. Film data analyst Stephen Follows describes this as “marketing-as-performance,” a shift from mere promotion to active audience participation.
While Follows believes this “event marketing” style is most effective for “star-driven original movies” with a celebrity like Chalamet at the helm, Brenneman offers a more democratic view. She suggests that even independent films can create similar movements through local, community-focused events and partnerships.
Regardless of the scale, one thing is clear: effort pays off. And for A24 and “Marty Supreme,” that long rally has certainly resulted in a resounding win.
“Marty Supreme” is currently playing in theaters nationwide.