Beau Is Afraid, the upcoming horror-thriller film from director Armand Petri, has received a lot of attention for its unusual approach to promotion. The movie’s rollout has been just as strange as its premise and storyline, which has only piqued the interest of moviegoers even more. From cryptic social media posts to hidden clues in music videos, Beau Is Afraid has certainly caught the attention of the horror community. In this article, we’ll explore how the movie’s unique and mysterious promotion strategy fits so well with the strange and eerie world of Beau Is Afraid.
Ari Aster’s newest movie, “Beau Is Afraid”, has been released in an unconventional way that has critics and fans buzzing. Aster is known for his unique horror movies “Midsommar” and “Hereditary” that have gained popularity with young audiences because of their eccentricity, meme-ability, and intense imagery. “Beau Is Afraid” is no different as it follows the character Beau, played by Joaquin Phoenix, on a strange and comedic journey full of oddities, absurdist tragedy, and horror elements.
Production company A24, which was behind both of Aster’s previous films, has taken an unconventional approach to the release of “Beau Is Afraid” in hopes of generating a slow build of anticipation and momentum for the film. To start, the company surprised audiences with simultaneous screenings of the movie’s world premiere in Alamo Drafthouse theaters in multiple different cities around the United States. The attendees were under the impression that they were going to see a screening of the “Midsommar” director’s cut, but were instead pleasantly surprised with “Beau Is Afraid”. Not only did this strategy generate immediate and positive word-of-mouth from Aster’s most devoted fans, but it also allowed A24 to cultivate a sense of excitement and anticipation for the movie before its official release.
The release strategy for “Beau Is Afraid” gets even more unconventional with critics unable to see the film until a public IMAX preview on April 18, several days after the review embargo lifted on April 10. Additionally, the film has a limited run in just a few theaters in New York and Los Angeles before it slowly rolls out to theaters across the country on April 21.
While some might see this as an artificial attempt to create a hit similar to “Hereditary,” which grossed $44 million domestically after a strong theatrical run and then went on to find an even larger audience once it hit Netflix. Others see it as a smart move on A24’s part in response to recent box office trends. Horror movies like “Smile”, “Barbarian”, and “Terrifier 2” have all seen success in slowly reaching impressive box office returns, while animated movies like “Puss in Boots: The Last Wish” took a while to find an audience in today’s movie environment. Even this year’s leak of “Skinamarink” generated buzz on TikTok before its theatrical release, convincing people to show up for a slow-burn horror movie.
“Beau Is Afraid” is a strange, entertaining, fun, and messy film that may not entirely gel in the end, but is sure to appeal to horror fans and Aster’s most ardent supporters. The unconventional release schedule may be a daring move by A24, but given Aster’s popularity and the changing landscape of the movie industry, it may just pay off.
In conclusion, Beau Is Afraid’s rollout may seem strange and unconventional, but it fits perfectly with the overall atmosphere and themes of the movie. The marketing campaign was designed to create a sense of unease and anticipation in the audience, mirroring the fear and anxiety experienced by the protagonist. By gradually revealing more about the film through cryptic clues and mysterious messages, the creators were able to build hype and generate interest in a unique and eerie way. While some may have found the rollout confusing or unsettling, it ultimately served as a fitting introduction to the dark and twisted world of Beau Is Afraid.
