We live in time is being touted as a heartbreaking romantic comedy about love, tragedy, and beautiful, charming people with British accents. Plus, that yellow carousel horse seems to be part of a clever online marketing campaign for the upcoming film.
This is what happened. Andrew Garfield and Florence Pugh received an award at the 2023 Oscars. Shortly after, it was announced that they would star together in a new indie romantic comedy. Last month, a trailer for We live in time has been released, revealing a quirky, intimate love story haunted 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 really paid attention until today, when an unknown Twitter account suspiciously created last month apparently posted a previously unreleased promo photo for the film, featuring a laughing Pugh, a smiling Garfield, and a completely freaked out carousel horse. It was a recipe for engagement, and it worked. A meme factory was born. Even video game companies tried to tap into the nightmare fuel:
And it worked. Before today, I had no idea what this movie was called, let alone what it was about. Now I’m going to make sure to watch the next trailer, not to find out the secret of Pugh and Garfield’s ill-fated romance, but to catch another glimpse of that mustard-yellow hellbeast and make sure it actually exists and made it into the final cut of the film.
We live in time will premiere at the Toronto Film Festival next month before hitting theaters on October 11, 2024. It is directed by John Crowley, known among real heads for his offbeat Irish black comedy. pause.
