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A24 has paved a way of its own in film through individualistic, unique, stylized, and bold narrative films. Now, it has taken this “unique” and “bold” quality up to a new level with the help of, you guessed it, Timothée Chalamet. Chalamet has taken on many sensitive and thoughtful characters, Laurie in Little Women, Elio in Call Me by Your Name, Nic in Beautiful Boy, and the list could go on from there. He does not lack in the “sensitive” and “heartfelt” characters in these very moving films. This, contrasted with his personal “quirky” branding, especially now for Marty Supreme, has been the scroll stopper that viewers crave. How is Timothée getting it all right when trained marketers can’t seem to cut through all of the noise? How can marketers learn from Chalamet and his more unorthodox methods?
“If I go on Jimmy Fallon, I want to say ‘Marty Supreme Christmas Day! Marty Supreme Christmas Day! Marty Supreme Christmas Day!’ ‘Hey Timothée, has anything interesting happened to you in your life in the last couple..’ ‘Marty Supreme Christmas Day’.” says Chalamet in a recently released video on A24’s Youtube Channel.
While the regular press junket is clearly still in mind for Chalamet, what really allowed people to take hold of those moments, are the more experiential moments he has created outside of that. Being somewhat of a “Zillennial”, Chalamet seems to have taken a more casual, funny, un-serious stab at press. Where older generations followed traditional late night shows, interviews, etc., the younger generations are unimpressed. Our experience with the internet has shown us that the opportunities to create, inspire, and advertise, are all at our fingertips. Internet personality Brittany Broski’s Youtube show, Royal Court has allowed actors and other celebrities to promote their projects while also being a part of something unapologetically goofy and child-like. Other Youtube shows like, Hot Ones and Last Meals also fall under this category as well. “Un-serious” stands out in a sea of seriousness and different industries are beginning to learn this, and put it into practice.
Chalamet understands where his peers are coming from, what they actually want to see, or, experience. A few years ago in one of my college marketing classes, my professor told us that experiences would be the next wave. Especially after the Covid-19 pandemic, many people in their 20’s lost a vital transition period in their lives and are still looking to make up for lost time. Timothée showing up at his lookalike contest in NYC was a perfect example of interacting with viewers in a new way. Continuing this trend, he is “meeting” with viewers; on Wheaties boxes, a surprise 30 minute viewing in Times Square, and viral orange jackets.
While this type of marketing is making headlines, will it actually convert viewers to the boxoffice on Christmas Day? It's hard to say. Commenters on the internet argue that it could flop all-together and it feels more performative than a genuine quirky marketing strategy by Chalamet. Other threats to the performance of Marty Supreme are Avatar: Fire and Ash premiering on December 19th, and the next part of Stranger Things Season 5 premiering December 25th.
I look forward to revisiting this topic in 2026 when we can understand and evaluate the effectiveness of this campaign and see how other films react with marketing moving forward.
I gathered some information from the sources listed below. Check them out to learn more about the film’s marketing and see what you think.