guerilla marketing

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You are subscribed to the future

The title of this post is the message that pops up when you register your email at Miranda July’s website for her upcoming film THE FUTURE, which premiered at Sundance this year. The film, like all of her work, polarized audiences. There are the fervent July fans who find her work – in all mediums, I should add – quietly insightful, understated, poetic and razor sharp. Her critics, on the other hand find her overly poetic, even precious. One film critic at The Hollywood Reporter called THE FUTURE “a film as fragile and miniaturist as its title is grandiose…just too terribly twee to readily embrace.” I’ll reserve my own commentary for when the film is released “July 29th-ish,” according to July, but I’m going to have to disagree with twee right now.