We live in time It is set to be a deeply moving film, showing a couple's decades-long relationship that is tragically cut short by their cancer diagnosis. Why then was the film's promotion hijacked by a poster featuring a dazed yellow wooden horse?Andrew Garfield (who co-starred in the film with Florence Pugh) can't quite answer that question, but The actor is very happy that it happened. The first poster of We live in time The duo were seen sitting on a merry-go-round. But the poster went viral on social media as fans noticed another unexpected star, a horse with a strange face, lurking in the bottom corner.
Speaking to Etalk at the Toronto International Film Festival about the new film, Andrew Garfield joked about being outrun by a horse while promoting the film. The actor agreed with the joke, saying he hadn’t seen the horse since the film was made. But on a more serious note, Garfield couldn't help but praise the poster (and the horse) for promoting a film that might otherwise have gone unnoticed by the general public. Garfield said:
“Yes, thank you for mentioning the horse. I haven’t heard from him since the day of filming. But I pray to God that he shows up, because without him, we are really nothing. Yes, no one would know this movie if it weren’t for that damn horse.”
Viral Horse of the Movie “We Live in a Time” Is a Marketing Genius
Directed by John Crowley, We live in time The film is being distributed by A24, which if the viral horse was intentional, deserves all the credit in the world. Some fans believe that the inclusion of the now-famous yellow horse on the film’s poster was a deliberate decision to help the film circulate online, ahead of its release later this year. A24 is known for its viral marketing. While promoting Alex Garland’s film, X-MachinaThe studio created fake Tinder accounts under the name Ave (Alicia Vikander) to promote the film.
This isn't the first time Andrew Garfield and Florence Pugh have spoken out. We live in timeThe “viral” horse. Speaking to the Associated Press, the duo revealed that they love seeing all the memes about the horse and its characters. Garfield said his first reactions to the poster were negative, but he thought no one would notice the horse. The actor said:
“I saw this picture of our movie that was released, and I noticed the horse. It's an interesting choice. I don't know if I agree with it. I'm sure Florence wouldn't agree with it. So I saw it, and I thought, 'Oh, that's a choice.' I'm sure I'm the only one who would notice it.”
Andrew Garfield had gone on a six-day, no-phones-allowed trip before the poster was unveiled. When he turned his phone back on after the trip, he was inundated with messages and notifications about the horse. “I finally opened my phone. And it was like a horse meme.” Then the actor admitted, saying: “I was wrong, people noticed.”
As the internet often does, fans took the horse poster and ran with it. Social media was flooded with alterations of the horse that graces other movie posters, and one poster featuring Pugh and Garfield’s heads was replaced with a horse. The duo revealed their favorite horse images, including fan-made posters for “The Horses of the Wild.” shine, Space, Bojack HorsemanThe horse has not been hung up yet.
We live in time
The film is scheduled to be released in U.S. theaters on October 11, 2024.
