As a seasoned cinephile who’s seen his fair share of film promotions and marketing strategies, I must admit that the viral horse of We Live in Time has left me utterly bewildered yet intrigued. The poster with Andrew Garfield and Florence Pugh, surrounded by a carnival setting, is a striking image on its own, but the addition of this goofy-faced wooden horse has catapulted the film into a whole new stratosphere of viral fame.
We Live in Time, an upcoming movie about a long-spanning relationship interrupted by cancer, has generated buzz due to an unusual promotional strategy – a poster featuring a startled yellow horse instead of the main characters. Andrew Garfield, one of the stars, finds this unexpected twist delightful. Initially, the couple was depicted on a carousel in the film’s first poster, but it was a goofy-faced horse that caught everyone’s attention when fans spotted it hiding in the lower corner on social media.
During an interview with Etalk at the Toronto International Film Festival regarding their latest project, Andrew Garfield playfully jested about being outshone by the film’s horse during promotions. Laughing it off, he admitted he hadn’t crossed paths with the horse since filming wrapped up. However, in a more sincere tone, Garfield couldn’t help but commend the poster (and the horse) for effectively drawing attention to a movie that may have otherwise flown under the radar of general viewers. Garfield added:
“Yeah, thank you for bringing up the horse. I haven’t heard from him since our shoot day. But, I pray he makes an appearance, ’cause without him, we really are nothing. Yeah, no one would be aware of this film if it wasn’t for that f*cking horse.”
We Live in Time’s Viral Horse is Marketing Genius
Under the guidance of director John Crowley, the movie “We Live in Time” is being released by A24, who, if the inclusion of the viral horse on the poster was deliberate, deserve all praise for their innovative marketing strategies. Some viewers speculate that the yellow horse on the film’s promotional material was strategically placed to generate buzz online before its release later this year. Known for their unconventional marketing techniques, A24 previously used fake Tinder accounts under the name ‘Ave’ (played by Alicia Vikander) to promote Alex Garland’s film “Ex Machina”.
On multiple occasions, Andrew Garfield and Florence Pugh have spoken about the popular horse from the film “We Live in Time.” In an interview with AP, both actors expressed their delight over the numerous memes featuring the horse and their characters. Initially, Garfield had negative feelings towards the horse in the poster, but he was surprised that it became such a viral sensation, as he thought no one would pay attention to it. Garfield admitted that his initial thoughts were incorrect.
Upon viewing an image for our movie, which has already been released, I spotted the horse in it. That’s an intriguing decision, but I’m not entirely convinced. I believe Florence wouldn’t have agreed with it either. Seeing this, I couldn’t help but think, ‘What a choice!’ I suspect I’m the only one who will pick up on it.
After spending six days without his phone at a retreat, Andrew Garfield found himself overwhelmed with messages and notifications about the “horse” when he turned his device back on. He later confessed, “I had no idea, but apparently everyone else did.
Fans, as they frequently do with internet trends, seized on the equine-themed poster and created a stir. Edits of the horse appearing on various movie posters began circulating on social media, even replacing the human actors such as Pugh and Garfield with the horse. The duo shared their favorite equine memes, showcasing fan-made posters based on classics like The Shining, Alien, and BoJack Horseman. So far, the horse has remained silent about the whole affair.
We Live in Time
releases in US theaters on October 11, 2024.
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2024-09-09 18:31