'Tree of Life' Proposes a New Take On the Summer Movie

The summer blockbuster season is officially upon us, kicking off this weekend with a lineup of typical popcorn-fueled crowd-pleasers: The Hangover Part II, Kung Fu Panda 2, and…  The Tree of Life.

Terrence Malick’s The Tree of Life, the Palme d’Or winner at this year’s Cannes Film Festival, doesn’t sound like the usual summer movie fodder — and it doesn’t look like it, either, even though it’s got dinosaurs. But the timing of its release is central to Tree‘s marketing strategy, part of distributor Fox Searchlight’s effort to position it as “a different kind of summer event.”

In some ways, the movie — starring Brad Pitt, Sean Penn and Jessica Chastain — generates its own publicity.

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