In a bold move that merges the digital dating world with cinematic storytelling, indie studio powerhouse A24 has employed a strikingly modern technique for its upcoming romantic comedy, Materialists. The film’s casting team turned to the popular dating app Feeld, using real user profiles to scout for authentic, non-professional actors.
The unconventional process, while innovative, has ignited a debate on privacy and ethics within the film industry. Potential candidates, unaware their profiles were being scrutinised for a major motion picture, were approached by casting directors after matching on the platform.
A New Era of Casting or a Step Too Far?
Directed by Dasha Nekrasova, Materialists boasts a stellar lead cast including Cara Delevingne, Christopher Abbott, and Pedro Pascal. However, it's the search for supporting roles that has raised eyebrows. The production sought individuals who weren't actors but who embodied a specific, modern sensibility found on the polyamory and kink-friendly app Feeld.
This method, described by some as 'method casting', aimed to inject a raw, genuine quality into the film's portrayal of contemporary relationships. A spokesperson for the film stated the goal was to find people who were "interesting and real and not actors," arguing it was no different from scouting talent in a public space.
The Ethical Quandary for Digital Age Filmmaking
The revelation has prompted serious questions about the boundaries of casting in the digital era. Unlike traditional scouting in public places, dating apps are perceived as more private spaces where users share personal information with an expectation of confidentiality among a community of like-minded individuals.
Ethical concerns centre on the lack of explicit consent. Users did not agree to have their profiles reviewed for a commercial film project when they signed up to Feeld. This approach navigates a grey area in data usage and personal privacy, setting a potentially concerning precedent for how personal data on social platforms can be repurposed.
Industry and Public Reaction
Reactions have been mixed. Some applaud A24 for its commitment to authenticity, a trait the studio is renowned for. Others, including industry professionals and dating app users, have criticised the tactic as intrusive and exploitative.
As the conversation develops, it underscores a larger tension between artistic innovation and ethical responsibility. The success of Materialists will now be watched closely, not just for its narrative, but for the real-world implications of its creation.
