The promotional campaign for Emerald Fennell's highly anticipated adaptation of Wuthering Heights has commenced with a distinctly intense and theatrical flair, as stars Margot Robbie and Jacob Elordi embark on a press tour that deliberately blurs the boundaries between their on-screen personas and real life. With the film's release just over two weeks away, the marketing strategy appears to embrace a philosophy where heightened drama and method-inspired antics are not just encouraged but seemingly essential for generating buzz in the contemporary cinematic landscape.
Gothic Glamour and Bespoke Tokens
Margot Robbie, fresh from her Barbie-themed promotional wardrobe, has fully embraced a gothic aesthetic for this new campaign. Her appearances have featured sheer lace, chokers, and artfully tousled hair, channelling the dark romanticism of Emily Brontë's classic novel. This sartorial shift is more than mere fashion; it represents a continuation of her noted approach to method-dressing, immersing herself and the public in the film's atmospheric world.
The commitment to the theme extends beyond clothing. In a gesture that has raised eyebrows, Robbie revealed a custom-made wrap gift for her co-star Jacob Elordi. The pair were presented with bespoke signet rings, intricately designed with two entwined skeletons mirroring the film's poster imagery. The rings are engraved with the poignant Brontë quote: "Whatever our souls are made of, his and mine are the same." While a beautiful piece of jewellery, its intimate and dramatic nature has sparked conversation about the intensity of their off-screen dynamic during the promotional period.
Blurring the Lines: On-Set Obsessions and Public Confessions
The promotional interviews have further fuelled the narrative of an all-consuming creative partnership. In a recent interview with Vogue Australia, Robbie, who also produced the film, recounted how Elordi, "as Heathcliff," filled her dressing room with red roses on Valentine's Day, complete with a note from the character. She described the gesture as "crafty, meaningful, and dramatic," highlighting the deliberate theatricality of their interactions.
Elordi, for his part, added fuel to the fire in a conversation with Fandango. He openly admitted to having an "obsession" with Robbie during filming, stating he made sure to remain within five to ten metres of her at all times to observe her every move. "Watching how she drinks tea, how she eats her food... When is it going to slip? When is the thing going to come undone? And, it never comes undone," he confessed. Such statements, while undoubtedly effective for generating headlines, would typically prompt concern in any conventional workplace setting, underscoring the unique rules of engagement within high-stakes film marketing.
The 'Delulu' Marketing Playbook
This approach is not without precedent in modern cinema. The campaign echoes strategies seen in recent major releases. The stars of Wicked, Ariana Grande and Cynthia Erivo, cultivated a similarly intimate red-carpet persona, culminating in matching tattoos. Similarly, Timothée Chalamet's promotion for Marty Supreme saw him fully embody his character's eccentricity, even involving his partner, Kylie Jenner, in coordinated orange outfits, mirroring the viral "Brat" green trend of 2025.
The strategy was pushed to surreal new heights by indie studio A24, which released a satirical "leaked" Zoom call showing Chalamet pitching increasingly unhinged marketing ideas. This meta-commentary on hype generation proved successful, contributing to the film's acclaim and Chalamet's Oscar buzz. The underlying message seems to be that in 2026, the winning formula involves embracing a certain level of delightful delusion—or "delulu"—where the lines between actor, character, and promotional narrative are intentionally smudged.
Will Hype Translate to Success?
While the provocative press tour for Wuthering Heights is guaranteed to dominate entertainment news cycles, the ultimate test remains the film's quality. As evidenced by Marty Supreme, audacious marketing can create a powerful launchpad, but sustained success hinges on the artistic merit of the final product. The intense, reality-blurring campaign crafted by Robbie and Elordi has certainly captured the public's imagination, setting a high bar for cinematic promotion. Whether this gothic spectacle translates into box office triumph and critical acclaim will be revealed when the film arrives in cinemas, concluding this meticulously staged chapter of performative passion.
