There are a bunch of tried and true ways to market a movie. You can put out posters, trailers, or if you're making a horror film, just hint that all of this chainsaw shit MIGHT be real. However, I understand that sometimes you want to stand out in the crowd, which can lead you to do extraordinary things. Or in the case of these movie marketing stunts, extraordinarily stupid things.
The Director Of A Belfast Story Mailed Reviewers Nail Bomb Kits
To promote their upcoming releases, studios send all sorts of whimsical little collectibles to journalists, like the '80s-era View-Masters Netflix mailed ahead of Stranger Things. But how do you do cool, memorable collectibles for a somber drama about a string of horrific human tragedies? If your reply is that maybe they should consider not sending trinkets at all, you're already a step ahead of the people involved here.
A Belfast Story is a movie about an Irish detective investigating the murders of former IRA members. Given the violence that gripped the UK during the Troubles, A Belfast Story's exploration of "life after terrorism" aims to be a bit more profound than, say, The Happytime Murders. To drive home the weightiness of the subject matter, the film's press packs were designed to "represent the choices people in Northern Ireland need to make between retribution and reconciliation," according to the director.
Which is to say he sent them a glorified "my first terrorist attack" starter kit, including gaffer tape, balaclavas, and nails to place inside their very own nail bombs.