Berlin Insider: The Pitfalls and Benefits of Film Festival Memes

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'I tell talent: Every interview, every press conference, every time you get out of a car or walk down the street, that's a potential meme moment,' says one publicist.

last year, the studio must have been hoping reports of production problems and on-set disputes for Olivia Wilde’s new film would be replaced with glossy glamour shots of the film’s A-list stars, Florence Pugh and Harry Styles, strutting the Lido’s red carpet.

‘s premiere, which, if you squint, purports to show Styles spitting on co-star Chris Pine just before he sits down next to him, became all anyone wanted to talk about. The video, viewed millions of times online, was given the Zapruder treatment. Instead of discussing Wilde’s stylish feminist thriller, Pugh’s performance or the shocking last-reel twist, the discussion focused on whether Harry did or didn’t gob on Chris, something Pine strongly denied.

 

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