An important in-universe element of the new A24 film Beau is Afraid has made its way onto the actual Internet, but fans took a while to notice.
Beau is Afraid had a secret viral marketing campaign that took some time to get discovered. The surreal film is the third feature from Hereditary and Midsommar director Ari Aster, following the neurotic Beau on a psychedelic odyssey to his mother's house. In the film, his mother owns a pharmaceutical company called MW Industries that becomes a central element of his story, which takes place while he's on an experimental drug for a hereditary heart murmur.
SCREENRANT VIDEO OF THE DAY SCROLL TO CONTINUE WITH CONTENT A24, the company that put out the film, leaned into how important MW Industries is to Beau is Afraid's twists and turns by creating a LinkedIn page for it back in March 2023. The page has been making posts promoting various fictional developments for the company and is still making frequent updates. However, the page hasn't been discovered by a wide number of people until now, a month or so into the film's run.
Did Viral Marketing Help Beau is Afraid? Viral marketing campaigns or ARGs can often be key for driving interest toward a film. One of the first-ever films to implement this type of campaign was 1999's The Blair Witch Project, which used multimedia sources, including IMDb, to declare that the film's events actually happened.
It doesn't seem likely that putting the fictional MW Industries on social media had any major impact on the Beau is Afraid box office. So far, the $35 million film has only grossed $8.96 million worldwide since its U.S. debut on April 14. However, that total may have more to do with the film's challengingly opaque subject matter and three-hour run time.
Regardless, Beau is Afraid's LinkedIn profile services the movie by connecting with it outside of the film itself. This keeps the movie fresh in the minds of viewers who did seek it out and enjoy it. While it may not have driven folks to the theaters in droves, it will keep the film's profile simmering beneath the surface as more people discover this page, potentially driving home media and digital sales in the near future.
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