This is a sharp read Jeff — and I think you’ve put your finger on the core tension perfectly.
The campaign is undeniably working at the level of culture, identity and participation. Where it’s less clear is whether it’s engineered for behavioural conversion — specifically, the friction-heavy act of leaving home, buying a ticket, and choosing a cinema over a couch.
Influencer-led saturation builds relevance, not necessarily urgency. The recent theatrical breakouts you reference (Oppenheimer, Avatar, even Barbenheimer) didn’t just sell awareness — they sold the act of going, the format, the shared moment.
Marty Supreme feels like a masterclass in cultural marketing, but a live test of whether culture alone can now substitute for theatrical intent. If it works, it’s a genuine shift. If it doesn’t, it reinforces the idea that reach ≠ revenue unless the behaviour is explicitly designed for.
Either way, this is exactly the right film to be asking the question.
Totally agree. It’s easy to sit on the couch or in your bed and watch these social media videos. Will it get butts in the seat? So far, I haven’t seen a campaign like this convince me yet. Maybe this will be the first.
Excellent points Jeff! I'm wondering how the film will do also. I think Chalamet has such a huge fan base that people will go and see whatever he does. Plus, the buzz for his performance has really been building. It is a great movie that will likely stand the test of time.
This is a sharp read Jeff — and I think you’ve put your finger on the core tension perfectly.
The campaign is undeniably working at the level of culture, identity and participation. Where it’s less clear is whether it’s engineered for behavioural conversion — specifically, the friction-heavy act of leaving home, buying a ticket, and choosing a cinema over a couch.
Influencer-led saturation builds relevance, not necessarily urgency. The recent theatrical breakouts you reference (Oppenheimer, Avatar, even Barbenheimer) didn’t just sell awareness — they sold the act of going, the format, the shared moment.
Marty Supreme feels like a masterclass in cultural marketing, but a live test of whether culture alone can now substitute for theatrical intent. If it works, it’s a genuine shift. If it doesn’t, it reinforces the idea that reach ≠ revenue unless the behaviour is explicitly designed for.
Either way, this is exactly the right film to be asking the question.
Totally agree. It’s easy to sit on the couch or in your bed and watch these social media videos. Will it get butts in the seat? So far, I haven’t seen a campaign like this convince me yet. Maybe this will be the first.
Excellent points Jeff! I'm wondering how the film will do also. I think Chalamet has such a huge fan base that people will go and see whatever he does. Plus, the buzz for his performance has really been building. It is a great movie that will likely stand the test of time.
I really hope so! It hasn’t been proven to work yet, but if anyone is going to make it happen, I believe in Little Timmy Tim.