Timothée Chalamet's promotional prowess has propelled 'Marty Supreme' to become A24's highest-grossing film in the UK! The film's success isn't just a win for A24; it's a testament to the power of unconventional marketing.
Chalamet's promotional tour for 'Marty Supreme' has been nothing short of extraordinary. While it helped A24 achieve its second-biggest debut in the US, with a staggering $27 million over the Christmas weekend, his efforts have also made the film a record-breaker across the Atlantic. In the UK, 'Marty Supreme' has now surpassed all other A24 releases to claim the top spot.
On January 5th, the film took the lead, surpassing 'Civil War,' which earned $8.2 million in 2024. What's even more impressive is that 'Marty Supreme' achieved this feat in under two weeks, starting its UK run on December 26th, with only one week of wide release. Its first weekend in approximately 130 locations brought in an astounding $4.38 million, another record for A24.
'Marty Supreme,' distributed in the UK by Entertainment Film Distributors, has outperformed other sports-themed films, such as 'Challengers' which earned $8.1 million. Its wide release opening also exceeded that of the awards season contender, 'One Battle After Another,' which had a $3.3 million opening weekend. Typically, UK box office earnings are about 10% of the domestic box office, but 'Marty Supreme' is expected to surpass this.
The film, a sports-crime thriller inspired by the life of US table tennis player Marty Reisman, has been praised in the UK, earning spots on many critics' best-of-2025 lists and receiving six nominations from the London Critics Circle. Other A24 films have also garnered critical acclaim, such as 'Everything Everywhere All at Once,' which earned six London Critics nominations and ten BAFTA nods, but only made $7.6 million in the UK. 'Hereditary' amassed $7.3 million.
But here's where it gets controversial... the UK success of 'Marty Supreme' can be largely attributed to Chalamet's unique marketing strategies. He brought his distinctive promotional style to London in mid-December, creating a viral sensation similar to what he achieved in the US.
On December 13th, thousands of Chalamet fans, mostly in their teens and twenties, flocked to a pop-up store in Holborn. Driven by a cryptic social media post from the actor, they sought to acquire fashion items, including the iconic 'Marty Supreme' orange jacket, the season's must-have merchandise. Many traveled from across the UK, with some even camping overnight in harsh winter conditions. Reports indicate there were even fights in the long queues that formed.
There was also ongoing speculation about Chalamet leading a double life as the masked British rapper EsDeeKid. During his UK visit, he dispelled these rumors—already unlikely given EsDeeKid's Liverpudlian accent—by posting a video of himself rapping alongside the musician in a remix of his hit '4Raws.' The video went viral, garnering praise from UK rappers.
And this is the part most people miss... perhaps the most memorable moment was when Chalamet praised former 'Britain's Got Talent' star Susan Boyle.
Scottish singer Boyle, who became a YouTube sensation in 2009 for her rendition of 'I Dreamed a Dream' from 'Les Miserables,' was one of a select few Brits whom Chalamet deemed worthy of a 'Marty Supreme' jacket. Others included Lewis Hamilton, David and Victoria Beckham, and rapper Fakemink.
Chalamet told the BBC that he remembered Boyle's 2009 moment 'like it was yesterday,' adding, 'She dreamt bigger than all of us.'
Chalamet was only 13 at the time. Whether his appreciation for Boyle was genuine is debatable, but given A24's record-breaking UK success with 'Marty Supreme' and a positive start to the year for original theatrical releases, the film industry is certainly not complaining.
What do you think of Chalamet's marketing approach? Do you believe his promotional efforts significantly impacted the film's success? Share your thoughts in the comments below!
