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Movie Marketing Madness: I Don’t Feel At Home in This World Anymore

i_dont_feel_at_home_in_this_world_anymoreRuth (Melanie Lynskey) is depressed in the new movie I Don’t Feel At Home In This World Anymore. She doesn’t seem to be going anywhere in her life and sees everyone around her acting like complete self-centered jerks. One day she snaps after her home is burglarized and her grandmother’s silver is stolen along with other items. The authorities are no help, saying her problems aren’t enough to warrant any close attention.

So she decides to take matters into her own hands. She enlists the aid of her neighbor Tony (Elijah Wood). The two begin to go after the people she believes to be responsible for the theft in an effort to exact some manner of personal vengeance and right just one of the world’s wrongs. They soon find themselves in over their heads, though, and facing off against a group of dangerous criminals.

The Posters

There was one poster created that was kind of cool. It features all the main characters and puts them in a Mad Max-type of setting, a drawing that looks like it’s a bunch of lone survivors out on the desert highway. There’s no date or anything else that would provide information about the movie’s release, it’s just a promotional image, not really a one-sheet.

The Trailers

We meet Ruth in the trailer as she endures the kind of everyday frustrations that drive us all crazy. But she’s pushed over the edge and, with the help of her neighbor Tony they decide to exact some self-made justice. Things don’t go as planned, of course, but they set out to try and punish the people they think are responsible for some of the misery.

This certainly looks like a dark comedy. There have been other stories like this in the past, but the attractiveness of each one usually lies in the details and Ruth’s journey is what we’re asked to follow and which looks unique. It’s a pretty short trailer so we don’t get a *lot* of the story here, just enough to give us a taste of what to expect.

Online and Social

Nothing here, as is usual for Netflix releases.

Advertising and Cross-Promotions

Nothing here either, though I’d expect Netflix would do some online advertising once the movie is actually available.

Media and Publicity

The first bit of publicity came when it was announced the movie would have its official premiere at Sundance 2017. Before that could happen Netflix snatched it up and quickly announced a release date that was just about a month out from the Sundance debut. It gained further momentum when it won the Grand Jury prize at Sundance.

Overall

As is usual with Netflix releases, there’s not a whole lot of activity here. The trailer is the main component of the campaign and that’s what makes the strongest case for the movie. I like the poster, but wish it were designed a bit better and was more of a central feature in the marketing. And it’s too bad there wasn’t more of a press push, but the quick release after its pick up at Sundance likely made that difficult.

The movie that’s being sold here looks like the kind of black comedy that many people will find attractive. It certainly speaks to the kinds of “why is everyone a jerk but me” feeling that is likely pervasive in the country today but as the trailer shows, taking things upon yourself to fix people can have plenty of unintended consequences.

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