"It's the streak of orange that's been hovering over Los Angeles for weeks with the title of Chalamet's new film, Marty Supreme, emblazoned across its side. I'd spotted it once, appearing like a thought bubble above the Hollywood sign. Chalamet-or, at least, the braggadocious version of himself in a video he posted on Instagram last month-had pitched the airship as part of his master plan to make the movie "one of the most important things that happens on planet Earth this year.""
"The whole scheme is stupidly brilliant and brilliantly stupid, emblematic of just how unusual Marty Supreme's rollout-and Chalamet's press-tour persona-has been. The actor began cultivating his eccentric approach to marketing this time last year, while promoting the Bob Dylan biopic A Complete Unknown. Back then, he defied expectations of a movie star headlining an Oscar-courting drama: He popped up at his own look-alike contest, rode a Lime bike onto a red carpet,"
A bright-orange blimp has hovered over Los Angeles promoting Marty Supreme, emblazoned with the film's title and visible above landmarks. Chalamet presented the airship idea in a staged video and suggested dramatic stunts like drenching monuments in specific shades of orange. The promotional persona embraces eccentricity, continuing a pattern from earlier stunts during promotion of another film, including a look-alike contest appearance and riding a Lime bike onto a red carpet. The strategy centers on singular focus: making Marty Supreme ubiquitous through conspicuous imagery, merchandise, and performative publicity.
Read at The Atlantic
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