It features pungent portraits of the film’s stars, including Matthew McConaughey, Colin Farrell, Hugh Grant and Charlie Hunnam.
Director Guy Ritchie’s new film, The Gentlemen, has a creative new strategy to promote the film, one that is not legal in many U.S. states (or federally in the U.S, for that matter).
Much like predecessors such as Lock, Stock and Two Smoking Barrels and Snatch, the film is a rollicking crime escapade featuring questionable characters, shady deals and large quantities of cannabis.
So in the name of authenticity and keeping every detail en thème, art and marketing experts have joined forces and made what is believed to be the first-ever movie poster made entirely of weed.
The poster has been taken on tour for display in advance of the movie’s debut, making pit stops at media events and WeedCon. It is constructed of various parts of the plant, including stems, leaves and flower.
The poster is the brainchild of artist Zach “Jesushands” Cole Fernandez, who notoriously altered the Hollywood sign to say “Hollyweed” in 2017, and Los Angeles-based independent digital agency, Max Stax, and was commissioned by STX entertainment.
It features pungent portraits of the film’s stars, including Matthew McConaughey, Colin Farrell, Michelle Dockery, Henry Golding and Charlie Hunnam.
“Wherever we take it, the smell is like a cloud trailing behind us,” Max Stax CEO Anderew Stachler told Adweek.
Despite his “Hollyweed” work, Fernandez said this is the first time he’s used the real thing as a medium for his work, but, hopefully, this piece comes with fewer legal consequences. The artist faced an arrest and trespassing charges for the stunt after being caught by security cameras making what he considered to be an improvement on the sign.
The latest Ritchie joint is a return to the subject matter and style for which the director is known, having recently diverted to family films such as Disney’s Aladdin.
Written by Emma Spears