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On April 3rd, A24’s latest film The Drama will hit theaters across North America. Starring acting powerhouses Zendaya and Robert Pattinson, this romance movie is expected to be a hit at the box office.
The Drama is a romantic black comedy drama written and directed by Norwegian film director and screenwriter Kristoffer Borgli. The film centers around happily engaged couple Emma Harwood (Zendaya) and Charlie Thompson (Robert Pattinson), whose relationship is put to the test just days before their wedding when unsettling truths are discovered.
In the teaser trailer, we see Emma and Charlie happily planning for the upcoming wedding, but once they each share the worst thing they have ever done during a double date, their relationship falls apart in unexpected ways. Despite the trailer only being released a month ago, it has amassed over 16 million views and counting.
There is plenty to be expected from this film. Just looking at the people involved in the filmmaking process, we know that we are in for an original story. Borgli, known best for his 2022 absurdist black comedy film Sick of Myself (2022), fans can expect something of the same darker taste in this upcoming movie as well. We also know that Ari Aster is one of the producers on this film, who has written and directed several notable horror movies such as Hereditary (2018), Midsommar (2019), and his mind-bending debut short film, The Strange Thing About the Johnsons (2011).
Lars Knudsen and Tyler Campellone are also co-producers on this film, who work at Square Peg, a film production company co-founded by Aster and Knudsen. This production company specializes in auteur-driven horror and drama films, often in collaboration with A24, some of their most notable films being Midsommar (2019) and Bugonia (2025). However, the other films that Square Peg has worked on in the past have failed to reach the same kind of box office success, despite receiving positive reviews, including Beau is Afraid (2023), Eddington (2025), and Dream Scenario (2023). Despite the track record with this production company, with The Drama, I believe that we can expect a different outcome due to the star-power that the two main leads have, along with the ingenious marketing that has been poured into this project.
Keeping in line with other recent A24 projects, the creativity in marketing for this film has been astounding to say the least. In December, A24 ran a fake engagement announcement between Charlie and Emma in the Boston Globe newspaper, fitting as the movie takes place in Boston. The ad was complete with a photo of the couple, a wedding date, and personal details about the characters themselves. This caused a viral moment for the film, sparking intrigue and conversation among social media users.
Then, in late January, a real wedding photography duo, Norman and Blake, posted Charlie and Emma's engagement photos to their Instagram account, once again sparking conversation among internet users. Some believed that Zendaya and Pattison were getting engaged, and others were simply in awe at the PR for this movie. Either way, it was an ingenious method to get people talking.
Shortly after, on Valentine's Day, A24 released a wedding website for the couple. The site was complete with an RSVP section, Charlie and Emma's "Our Story," a FAQ section, and places the couple recommends around Boston. This was a different marketing tactic compared to the previous ones, as it introduced an interactive element, allowing people to enter their emails to "RSVP," scroll and click through sections of the couple's wedding plans, and search for clues about what the movie could possibly be about.
Another viral moment happened when the photos from Zendaya and Robert Pattinson's Interview Magazine article were released a few days after the wedding website stunt. The series of photos, photographed by Nadia Lee Cohen, depicts the actors in messy, clown-like makeup, unsettling poses, and uncanny expressions. The mystery surrounding the plot of the film, paired with this eerie photoshoot concept, also sparked online discourse about The Drama. Viewers know to expect an out-of-the-ordinary romance, but what exactly is it about? Will the photos relate at all to the story? The more promotional material we get for this film, the more questions arise among fans, and the more buzz is generated in the weeks leading to the movie's release.
With a few more weeks until the film's release, there is only a little more waiting until we find out exactly what is going on with Emma and Charlie. From the success we have seen with A24's recent projects, there is no doubt that audiences are in for a treat on April 3rd.
