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Entertainment

‘Marty Supreme,’ The Color Orange and How it Became A24’s Real-Life Marketing Strategy

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Photo: Unsplash, Wheaties, StockX

You’ve probably already heard, but there’s a heavily hyped movie coming out this Christmas. It’s called Marty Supreme, and it stars Timothée Chalamet. There’s been quite the campaign for this movie already, and if you’ve been paying close attention, you’ll notice there has been a certain color associated with the rollout—orange. But not just any orange: Hardcore orange. Now, most films use color palettes to set a certain mood or tone. A24, however, has taken this beyond the standard to make this Hardcore Orange what’s known as the “visual viral loop.” Directed by Josh Safdie, the film is set in the 1950s/60s, where orange had a specific meaning and purpose—to represent youth, risk and energy. In it, Chalamet stars as young Marty Mauser as he pursues his dream of becoming a champion table-tennis player.

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The Aesthetics

On that note, by releasing limited-edition merchandise (which ranges from paddles to apparel) in this Hardcore Orange color, A24 takes fans on a journey, essentially transforming them into walking billboards.

A Strategic Approach

It’s safe to say at this point, that before the general public knew the full plot of Marty Supreme, they knew what the vibe of this film was going to be. On that note, A24 has a reputation for treating its online shop like a boutique. Hardcore Orange isn’t just a color on a poster; it’s a tangible product you can own, appealing to a demographic that values aesthetic cohesion as much as cinematic quality, aka, “design culture.”

Enter, The “A24 Hive”

Thanks to A24’s strategic marketing, Hardcore Orange is now an “if you know, you know” (IYKYK) signal, making it a something of a subcultural badge. Translation: A24 doesn’t just sell tickets; they sell the feeling of being ‘in’ on the secret. Hardcore Orange is the latest membership card.

And they did an extra good job at it with Marty Supreme.

Shop ‘Marty Supreme’ Merch

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NAHMIAS x Marty Supreme A24 Classic Warm Up Jacket

The coveted jacket of the winter season.

$1,050 at stockx
marty-supreme-marketing-strategy-wheaties

Marty Supreme and Wheaties Collectors Box

Limited edition and flying off the shelves.

$25 at wheaties

Author Bio

Jael Rucker is the founder of Decked Out Magazine. She has previously worked as the Associate Commerce Editor at PureWow, focusing on analytics and trends to pitch stories and optimize articles that build and engage their audience. Her work has also been seen in Footwear News and WWD. Prior to 2024, she was the style and pop culture editor at ONE37pm for over three years, contributing numerous product reviews, brand profiles and fashion trend reports, which included interviewing Steph Curry, Snoop Dogg and more.

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