In contemporary entertainment, a striking trend has emerged where color is strategically deployed as a potent marketing instrument, shaping public perception and building strong brand associations. This approach is vividly illustrated by A24's recent film, 'Marty Supreme,' where a distinctive shade of orange has become synonymous with the project. This deliberate use of color echoes the success seen with 'Barbie pink' for the 'Barbie' movie and the character-specific hues for 'Wicked,' demonstrating how a single color can effectively encapsulate a film's essence and drive widespread recognition, transcending traditional promotional methods and cementing its place in the cultural consciousness.
The upcoming film 'Marty Supreme,' helmed by Josh Safdie, has embraced a vibrant orange as its signature color, a hue prominently featured in all promotional activities. The star, Timothée Chalamet, has been consistently seen sporting orange attire, alongside his girlfriend Kylie Jenner, at various events including the Los Angeles premiere. Even his mother, Nicole Flender, joined in, wearing a matching orange silk dress at the New York premiere. This deliberate color choice is rooted in the film's narrative, which centers on a professional table tennis player. The orange symbolizes the character's innovative use of orange ping-pong balls to enhance visibility during matches, a subtle yet effective way to integrate the film's theme into its marketing. A24 has further amplified this strategy by launching an orange blimp bearing the film's title over California and releasing a Wheaties box featuring Chalamet's character, all in the same striking orange.
This isn't an isolated phenomenon. The 2023 'Barbie' movie leveraged the universally recognized 'Barbie pink' to unprecedented effect. Margot Robbie, in her role as Barbie, graced the screen and promotional tours in various shades of pink, from hot pink cowgirl outfits to light pink gingham dresses. The film's press tour meticulously recreated iconic Barbie looks from past decades, solidifying the color's association with the movie. The impact was so profound that a coffee table book, 'Barbie: The World Tour,' was published, dedicated to the fashion elements of its marketing. This strategy not only sparked a massive trend, with fans attending screenings dressed in pink, but also led to a staggering 416% increase in searches for pink-related items even before the film's official release.
More recently, the stars of the 'Wicked' films, Ariana Grande and Cynthia Erivo, have adopted their characters' signature colors for red carpet appearances. Grande embodies Glinda's fairy pink, while Erivo represents Elphaba's black and green. Their outfits at this year's Academy Awards were perfect examples, with Erivo in a magnificent emerald green Louis Vuitton gown and Grande in a delicate blush pink Schiaparelli couture gown. This 'method dressing' on red carpets extends beyond 'Wicked.' Timothée Chalamet's promotional tour for 'A Complete Unknown' saw him dressing like Bob Dylan, and Zendaya's appearances for Luca Guadagnino's 'Challengers' featured tennis-inspired ensembles, complete with fluorescent ball-adorned stilettos.
The practice of using a single, distinctive color to convey brand identity is not new to the fashion industry. Bottega Veneta, under Daniel Lee, famously utilized 'Parakeet' or 'Bottega' green across its collections and even its shopping bags. Valentino, guided by Pierpaolo Piccioli, collaborated with Pantone to trademark 'PP Pink.' Glossier's brand is almost entirely defined by 'Millennial Pink,' while Tiffany & Co. has long been associated with its iconic 'Tiffany Blue.' Similarly, the distinctive orange of an Hermès box is instantly recognizable. These examples underscore the enduring power of color as a swift and effective means of communication, capable of cutting through the pervasive noise of modern media and establishing an indelible brand presence.
The saturation of media with celebrity appearances and fashion trends highlights the need for effective marketing. A vibrant color, whether it's the tangerine orange of 'Marty Supreme' or the bold pink of 'Barbie,' serves as an immediate visual cue, signaling a message faster than any lengthy press release or Instagram caption. This form of 'in-your-face' marketing, particularly when embraced by influential figures like Chalamet, who is known for his playful engagement with public perception, can significantly amplify a project's reach. While the ultimate success of 'Marty Supreme' remains to be seen, especially given its strong cast and positive early reviews, the enduring question remains: will audiences fully embrace this orange phenomenon? This vibrant strategy, undoubtedly impactful, emphasizes the critical role of visual identity in today's media landscape.