We live in time is being promoted as a heartbreaking romantic comedy about love, tragedy, and pretty, charming people with British accents. Also that yellow carousel horse, which seems to be part of a clever online marketing campaign for the upcoming film.
Here’s what happened. Andrew Garfield and Florence Pugh presented an award at the 2023 Oscars. Shortly after, it was revealed that they would star in a modern indie romantic comedy together. A trailer dropped last month We live in time an eccentric, intimate love story marked by a mysterious tragedy that may have something to do with a life-threatening illness, a failed pregnancy, strange sci-fi time loops, or all three.
But no one paid attention until today, when an anonymous Twitter account suspiciously created last month apparently posted a previously unseen promotional photo of the film featuring a laughing Pugh, a smiling Garfield, and a completely unhinged carousel horse. It was a recipe for engagement, and it worked. A meme factory was born. Even video game companies tried to fuel the nightmare:
And it worked. Up until today, I had no idea what the movie was called, let alone what it was about. Now I will 100 percent watch another trailer, not to discover the mystery that plagues Pugh and Garfield’s ill-fated romance, but to see that mustard-yellow hellbeast one more time, to make sure it actually exists and made it into the final cut of the film.
We live in time The film will premiere at the Toronto Film Festival next month before hitting theaters in wide release on October 11, 2024. The film is directed by John Crowley, who the real heads know from the unconventional Irish black comedy Break.
