Licorice Pizza Is Everywhere
There is more to movie magic than actors and cameras. There’s the pre-production process which is essentially just planning out every little detail of the production. Then there’s the actual filming and implementation of all those plans. And lastly there’s the post production process where the film is edited together, visual effects are put in, and everything is cleaned up. But then, how do you get people to see this film? Simply put, you advertise it. Most studios opt for billboards and press tours. The goal is to generate hype and make people so intrigued that they have no choice but to see the movie.
Licorice Pizza is everywhere. This movie did such a great job advertising that I don’t even know what it's about. And I’m dying to see it. Besides it being a Paul Thomas Anderson project with a stellar cast, whoever was in charge of advertising Licorice Pizza deserves a raise.
First, the graphic. It’s not some stylized photo of the main characters with a random saying that makes no sense to us yet. It’s a cartoon of the characters. And the main character, Alanna, kind of looks like she's flipping you off if you only glance at it for a second. The graphics and colors pull you in.
It might be because I live in Los Angeles, but these billboards are everywhere. You cannot drive down any busy street without seeing Alana Haim’s face at least three times. And I love it. The advertisement is so friendly and inviting that it doesn't seem like overkill. Some advertisements get me so annoyed that I boycott the film altogether. Licorice Pizza is different. The more I see it, the more intrigued I get. The artistry also mimics movie posters from the time period that the movie takes place. Many 1970s advertisements feature hand-drawn and realistic images.
Then, they do a pop-up pinball arcade. Again, excellent advertising. The arcade takes you back in time to when the story takes place and physically puts you into their world. It’s a genius idea, really. Gets you so psyched for the movie but putting you in the movie. Again, I don’t even know what this movie is about. I like the element of surprise.
Something I did notice was the lack of press the actors did for the film. There were no talk show rounds, or overseas tours. All I could find online was Paul Thomas Anderson talking to a crowd about the movie with Alana Haim. The film chose to do more on the street advertising with the billboards and posters then the press circuit. This could be because of the pandemic, or simply a tactic to get more butts in the seats. To add a bit of mystery to the experience and let the viewer be surprised by the plot.
Licorice Pizza has been the talk of the town. If Paul Thomas Anderson directing wasn't enough, the film also features stars like Maya Rudolph, Bradley Cooper, and Sean Penn. Throw in a member of beloved band Haim and it’s sure to be a showstopper. The rumors are that Licorice Pizza is going to take us back in time with when it takes place and with the movie making style. It was shown exclusively at Regency Village Theater for a few weeks before it’s Christmas premiere. The movie was only available to see in 70mm. Paul Thomas Anderson is taking us back to 70s and 80s movie making.
In a time when “vibes” are everything, Licorice Pizza surely has their pulse of pop culture at the moment. We’re all begging for simpler times, vintage fashion is in style, and an escape is always welcome. Licorice Pizza is everything we want and who we want to be. The advertisements hanging everywhere paint an easier time period. Movies don’t do advertising like this anymore. Sure, times have changed. There are now movie trailers that can be seen on every screen, but a bit of nostalgia works every time.
One thing is for sure, I will be seeing Licorice Pizza more than once. I hope that the warmth of the visuals bring something new to today’s popular culture.