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“Our positioning statements were that 45 Years was a good movie with a great cast for awards season, and that it was something older audiences would enjoy,” explained Jon Rushton, head of theatrical distribution for Curzon Artificial Eye, also speaking at the Screen Film Summit.
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This success spurred considerable free media coverage in the UK, which was hugely important in raising the film’s profile ahead of its summer release, given the film’s limited marketing budget. Launched at February’s Berlin Film Festival, the movie impressed critics and won Silver Bear acting awards for veteran performers Charlotte Rampling and Tom Courtenay (pictured below), alongside a nomination for director and screenplay adapter Andrew Haigh. Legend ended up doubling box office expectations in the UK, with £5.1m taken at the box-office over a five-day period.įestival success became a crucial marketing opportunity for the indie drama 45 Years, the story of a couple rocked by unexpected news shortly before their 45th wedding anniversary. The publicity team built on this by arranging the curation of the short-term exhibition Legend of the East End, which promoted the film while also offering connections to the real history of the Krays. London itself is treated as a key character in the film. Confidential and Mystic River were used as a marketing device to boost Legend’s pedigree. His past credits as the writer of Oscar-winning crime dramas like L.A.
“The image of Hardy as both Ronnie and Reggie (pictured) was used to sell the duality of the characters – it was a great role for him,” said Hugh Spearing, head of marketing for distributor StudioCanal, speaking at London’s recent Screen Film Summit.īrian Helgeland wrote the screenplay for Legend and also directed. Rehearsal footage of the actor slipping between the two characters was used to sell the movie to the industry before the start of principal photography, and Hardy as both twins also became the focus of the distinctive poster campaign in the build-up to the film’s release. Hardy’s involvement became a key part of Legend’s marketing from the start. The story is not new but Legend’s central selling point was Tom Hardy, who delivered a duel performance as both Reggie and Ronnie Kray.
Legend this year visited the story of the notorious Kray twins and their brief reign as criminal bosses in 1960s London. Turning heads with Tom Hardy (and Tom Hardy) The promotional teams behind Legend, 45 Years and Beyond Clueless have shared their experiences of navigating a crowded market. No UK release date for Legend has yet been announced.Films can flourish or flounder by how successfully they reach out to their target audiences, but a lack of money often prompts smaller movies to get creative. Locke was the last time that we saw Hardy on the big screen, but he will be back with Child 44, The Drop, and London Road later this year. Legend brings together an all star cast, as Hardy is joined by Emily Browning, David Thewlis, Christopher Eccleston, and Chazz Palminteri.
Confidential and Mystic River under this belt: he won an Oscar for his writing work on L.A. The director has also been behind some terrific scripts during his career, with the likes of L.A. Helgeland is no stranger to the biopic film, having worked on baseball movie 42: which was released last year. Hardy will take on the roles of both Ronnie and Reggie Kray, while Brian Helgeland has written the screenplay and is in the director's chair. Legend takes us into the secret history of the 1960s and the extraordinary events that secured the infamy of the Kray twins. Filming has got underway on Legend, and Tom Hardy features in a first look image.
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