We Live in Time is billed as a heartbreaking romantic comedy about love, tragedy, and beautiful, attractive people with British accents. Also, this yellow horse on a carousel that looks like 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 were starring in a new indie romantic comedy together. Last month, the trailer for the film We Live in Time A film has been released that reveals a strange and heartfelt love story filled with a mysterious tragedy that may have to do with a life-threatening illness, a failed pregnancy, weird sci-fi time loops, or all three.
But no one really paid attention until today, when an anonymous Twitter account that was suspiciously created last month posted a previously unreleased teaser image for 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 have tried to capitalize on the nightmare fuel:
And it worked. Until today, I didn't even know what this movie was called or even what it was about. Now I'll definitely watch the next trailer, not to find out what mystery is plaguing Pugh and Garfield's star-crossed romance, but to make sure this mustard-yellow hellhound actually exists and makes it into the final cut of the movie.
We Live in Time premieres at the Toronto Film Festival next month and will be released in wide release on October 11, 2024. It is directed by John Crowley, known for his unconventional Irish black comedy. Break.