How do you market a witty, wordy, intellectual French ensemble comedy these days? Olivier Assayas’s Non-Fiction, which opens in the U.S. today, has an unusual variety of international posters. In this age of marketing homogenization it’s surprising to see quite so many different looks for one film, but more than anything that may be the result of distributors’ inability to decide exactly how to market such a film. You’ve got Juliette Binoche, who always looks good on posters, but she’s not the sole star of the film, which deals with life and love in the publishing world as it wobbles into the digital age; not the easiest thing to capture with stills of actors smiling at each other (even though that’s what many of these posters try to do).The original French poster, the best of them all, features a charming illustration by Stéphane Manel...
- 5/7/2019
- MUBI
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