It is nothing new that memes can generate hits, largely unrelated to the content itself. A video of Harry Styles appearing to spit in Chris Pine’s lap has become the new “Did Carol Baskin Kill Her Husband?” debate, and his less-than-articulate explanation of why the film was good has raised giggles and eyebrows.Ībout this report Audible Magic has commissioned MIDiA to produce a White Paper on the rising power of UGC and the untapped opportunity to monetise the growth in UGC consumer behaviours and new platforms. The event itself featured Pugh turning up late, cocktail in hand Styles and Wilde refusing to stand next to each other on the Red Carpet, sparking rumours of a breakup and Chris Pine (another well-liked co-star) and his vacant expression inspiring affectionate, familiar laughter. Florence Pugh’s recent rise to prominence with her fashion choices and social stances has earned her a powerful following, and Harry Style’s devoted fanbase needs no explanation the audiences were there for it. The intrigue goes ever deeper, but these details alone were ingredients aplenty to set the social world abuzz. This was mixed in with director Olivia Wilde’s breakup with Jason Sudeikis, who was also a friend of the lead female actress (and a trending icon in her own right), Florence Pugh – only for Wilde to begin a relationship with Styles (a decade her junior). Of course, there was the murky reasoning behind the last-minute casting switch for the lead male role from oft-memed Shia LaBeouf to Harry Styles, early 2010’s boy-band heartthrob-turned-gen Z solo star. The drama surrounding the making of Don’t Worry Darling has gone under the radar until the premier, where it was finally put on display for the world to see. Indeed, there is another, more powerful force at play one which can subvert fandom, skyrocket metrics, and then, unpredictably, disappear overnight. We have now entered a dubious grey zone in entertainment, where the value of metrics has ceded ground to the value of fandom in determining a success – but even this seemingly stalwart factor, banking on the sentiment and even affection of audiences, is no longer a reliable power. However, none of these qualities (it being a movie, the cast being great, the critical reviews, and the quality of the film itself) are what have driven its viral popularity. It feels like a real, like, you know, ‘go to the theatre’ film movie”. In the words of lead actor Harry Styles himself, “like, it feels like a movie. The powerhouse cast and director of Don’t Worry Darling gathered for the film’s premier this week in Venice, enjoying a five-minute standing ovation and critically acclaimed reviews.
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