This weekend, Wes Anderson’s latest film, Asteroid City, premieres at six locations in New York and Los Angeles. Focus Features has launched a major marketing campaign to promote the film. Landmark Theatres’ Sunset has partnered with Focus and will take over the entire venue for a two-week exclusive immersive experience. The pop-up opened to the public with preview screenings and offers limited edition merchandise and set pieces, such as a replica of the diner in the film.
Unconventional Marketing Strategies
Distributors and exhibitors have to think outside of the box these days to market films, especially more artistic fare. To promote the film, Landmark Theatres and Focus Features committed all five screens at the venue to the film for two weeks. The timing of the opening of Asteroid City was perfectly synchronized, leading to the decision to give the movie all five screens to lean in and not have people walking in and out of another film and into the space.
Alamo Drafthouse and Angelika are also offering Asteroid City experiences. Alamo Drafthouse has transformed the lobby of its lower Manhattan location into an Asteroid City through June 26. The Angelika is offering a free movie-themed t-shirt to the first 1,000 guests each day of the opening weekend.
Partnerships and Collaborations
Specialty exhibitors are excited about Asteroid City and Anderson, who is true indie royalty. The film features a star-studded cast, including Scarlett Johansson, Tom Hanks, Bryan Cranston, and more. Social media platforms like TikTok and Instagram are also partnering with Focus Features to promote the film. Lush flagship stores in London and Las Vegas were transformed into Asteroid City Gift Shops, complete with in-world activations and merchandise.
The Museum of the Moving Image in NYC launched the screening series DO NOT DETONATE: In the Orbit of Wes Anderson’s Asteroid City, featuring a dozen films that evoke the historical, social, or fantastical milieu of the new film. Asteroid City expands to around 1,500 runs next week, and specialty exhibitors are hoping to see a pop in ticket sales.