I haven't seen this film but for maybe the last week mention of it has surrounded me everywhere I turn, radio, TV, online. I can't tell if that's spontaneous and organic because it's great or if it's just got massive promotional dollars behind it.
Over the years I've learned that truly organic popularity doesn't exist anymore, and that's assuming that it ever did in the first place. The most "spontaneous" something looks nowadays, the more scripted it is, especially when it involves already popular figures. The amount of money flowing behind scenes to promote this thing must be insane.
The biggest example I can see all the time here is around the football player, Lionel Messi. He's actually from my city, Rosario, and sometimes photos of him in the supermarket or ordering food from takeovers start to show up around the media, trying to cash in at the idea of his usual low profile and family ties. I cringe every time somebody mention this, as if one of the most famous sportsman in the world would just buy stuff personally from a random store, or receive a total stranger in his house just to bring food. Behind those photos there's probably an army of PR people trying to make it as good as possible, with security guards all over the place.
Or perhaps I'm just too skeptical, which is a strong possibility.
