What's Happening?
The film 'Highest 2 Lowest,' directed by Spike Lee and starring Denzel Washington, has faced backlash due to its marketing strategy. Despite its high-profile cast and director, the film's promotional efforts have been criticized for being minimal and last-minute. The movie premiered at the Cannes Film Festival but was not heavily marketed until shortly before its release. This has sparked discussions about the marketing of films led by talent of color, with many expressing disappointment over the lack of visibility for such a significant project.
Why It's Important?
The marketing approach for 'Highest 2 Lowest' highlights ongoing issues in the film industry regarding the promotion of projects featuring diverse talent. The criticism suggests a disparity in how films with predominantly Black casts are marketed compared to other high-budget productions. This could impact the film's box office performance and audience reach, potentially affecting future projects by similar filmmakers. The situation underscores the need for equitable marketing strategies that ensure all films receive the attention they deserve, regardless of the racial or ethnic background of their cast and crew.
What's Next?
The film's release strategy may prompt industry stakeholders to reevaluate their marketing practices, especially for films featuring diverse casts. There could be increased advocacy for more inclusive promotional efforts, ensuring that films by and about people of color receive adequate visibility. Additionally, the response from audiences and critics may influence future decisions by studios and distributors regarding how they allocate marketing resources.
