Earlier this year, to promote the theatrical release of Good Time, A24 sent ice cream cake with a portrait of the film’s stars, Robert Pattinson and Ben Safdie, to various offices in New York. (Adweek’s office was part of this delivery.) Now, to tout the video release of the film, A24 has created nearly 3,000 pizza boxes with the same portrait of Pattinson and Safdie. Pizza shops across New York will distribute the special boxes over the weekend.
The film follows Pattinson’s character around New York after a heist gone wrong. “I like the idea of advertising in a specifically New York way because this is such a New York movie,” explained a representative for A24.
The boxes will be available at Prince Street Pizza, Vinnie’s Pizzeria (in Williamsburg), Scarr’s Pizza and Two Boots at its East Village, West Village, Hell’s Kitchen and the Upper West Side locations. This marketing endeavor, according to the rep, has involved “lots of calling pizza places and being like, ‘Do you want some free boxes?'”
Earlier this year, for the release of A Ghost Story, A24 created an immersive in-store experience where people could try on ghost sheets. The company is looking for unique ways to connect its movies with people and the Good Time pizza boxes are part of that effort.