Timothée Chalamet’s unconventional marketing campaign for his latest film, ‘Marty Supreme’, has sparked significant discussion this winter. The promotional tactics, which some critics labeled as bizarre, have resulted in impressive box office success and engagement from audiences, especially younger viewers.
In October, Chalamet attended a sneak preview of ‘Marty Supreme’ in New York City, accompanied by a group of performers wearing oversized ping-pong-ball heads. His promotional approach continued to escalate, culminating in a Christmas stunt where he became the first person to stand atop the Sphere in Las Vegas. His social media presence also featured a satirical video that drew inspiration from This Is Spinal Tap, showcasing a fictional Zoom meeting with A24’s marketing team, where he suggested turning the Eiffel Tower orange to celebrate the film.
Chalamet’s marketing strategy caught the attention of audiences globally, including a notable mention of Susan Boyle as a source of inspiration. He expressed admiration for the Scottish singer, stating that she “dreamt bigger than all of us,” aligning with the film’s tagline, “dream big.” This unique blend of performance art and genuine enthusiasm has raised eyebrows, yet it has also proven effective in capturing public interest.
Critics, particularly from more traditional backgrounds, have expressed concerns that Chalamet’s methods might alienate potential viewers. Some argued that his unconventional tactics could jeopardize his chances for an Oscar. However, the results tell a different story. His engaging style has resonated with a demographic that Hollywood has struggled to connect with, generating considerable excitement for ‘Marty Supreme’.
The film, directed by Josh Safdie, has grossed approximately $56 million domestically, with projections indicating it could reach $100 million. This performance is noteworthy, especially when compared to other Oscar contenders such as ‘One Battle After Another’, which features Leonardo DiCaprio but has seen minimal promotional effort.
Internationally, ‘Marty Supreme’ has already broken records for its distributor, A24, in the UK. Within two weeks of its release, it surpassed the previous top British release for the studio, ‘Civil War’, which had a lifetime gross of $8.2 million. As the awards season progresses, Chalamet’s film is poised for further success, particularly with anticipated nominations for the Oscars.
Chalamet’s performance has not gone unnoticed; he recently won the Critics Choice Award for Best Actor and is expected to compete at the Golden Globes against industry heavyweights. His appeal extends beyond typical celebrity marketing, as evidenced by the enthusiastic turnout at a screening attended by voting members from the Academy of Motion Picture Arts and Sciences, SAG, BAFTA, and the Producers Guild.
In an industry where traditional promotional strategies often fall flat, Chalamet’s innovative approach to marketing ‘Marty Supreme’ serves as a case study in successfully engaging with a new generation of moviegoers. As the film continues its rollout, it will be interesting to see how this unconventional marketing strategy impacts its long-term success at the box office and during awards season.
