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The 'More Delulu the Better' Approach: Wuthering Heights Press Tour Kicks Off Intensely
Emerald Fennell's highly anticipated adaptation of Wuthering Heights is generating significant buzz ahead of its cinematic release, with the promotional campaign already raising eyebrows across the entertainment industry. The film's stars, Margot Robbie and Jacob Elordi, have embarked on what promises to be a stylish yet slightly unhinged press tour, deliberately blurring the lines between their on-screen roles and off-screen personas.
Gothic Fashion and Bespoke Gifts Set the Tone
Following her Barbie-themed wardrobe during the promotion of Greta Gerwig's blockbuster, Margot Robbie has pivoted to gothic-inspired fashion for the Wuthering Heights press engagements. Her recent appearances have featured sheer lace, chokers, and artfully tousled hair, embracing the dark romantic aesthetic of Emily Brontë's classic novel.
In a move that mirrors recent marketing strategies for films like Wicked and Marty Supreme, Robbie and Elordi have taken their promotional efforts to another level. The actress, who also served as a producer on the film, revealed she had custom signet rings made for herself and her co-star. The bespoke jewellery features two entwined skeletons in the same pose as the film's promotional posters, accompanied by the Brontë quote: "Whatever our souls are made of, his and mine are the same."
Intimate Revelations and Method Marketing
Recent interviews have provided further insight into the intense dynamic between the two Queensland-born actors. In a conversation with Vogue Australia, Robbie recalled how Elordi, "as Heathcliff," filled her dressing room with red roses on Valentine's Day, complete with a note written from the character's perspective. She described the gesture as "crafty, meaningful, and dramatic," highlighting the blurred boundaries between performance and reality.
Elordi offered an equally revealing perspective during an interview with US platform Fandango, admitting to having an "obsession" with Robbie during filming. "If you have the opportunity to share a film set with Margot Robbie, you're going to make sure you're within 5 to 10 metres at all times," he confessed. "Watching how she drinks tea, how she eats her food, how she does it. When is it going to slip? When is the thing going to come undone? And, it never comes undone."
Following Hollywood's 'Delulu' Marketing Playbook
This approach appears to be part of a broader trend in contemporary film promotion, where the boundaries between fiction and reality are deliberately obscured to generate buzz. The strategy echoes campaigns for other major releases, including Wicked, whose stars Ariana Grande and Cynthia Erivo displayed matching tattoos and public affection during their press tour.
Similarly, Timothée Chalamet's promotion of Marty Supreme saw him fully embody his table tennis-obsessed character, even involving girlfriend Kylie Jenner in red carpet appearances dressed entirely in the film's signature orange. The marketing reached surreal heights when Chalamet mentioned Susan Boyle in an interview, prompting a video response from the Britain's Got Talent star and subsequent gifting of a Marty Supreme jacket.
Indie production house A24 further satirised this trend with a "leaked" Zoom call showing Chalamet pitching increasingly unhinged marketing ideas to bewildered executives. While such tactics have proven successful for some productions, ultimately the quality of the film remains paramount. Marty Supreme benefited from both innovative marketing and critical acclaim, with Chalamet now considered an Oscars frontrunner for his performance.
Will the Hype Translate to Success?
The Wuthering Heights marketing campaign is certainly generating headlines and social media discussion, particularly around the personal lives of its stars. Robbie is married with a child, while Elordi is reportedly back with his influencer ex-girlfriend, adding another layer of complexity to the promotional narrative.
Warner Bros appears to be banking on audiences embracing the "more delulu, the better" approach that characterises much of contemporary film promotion. However, as the industry has learned, innovative marketing alone cannot guarantee a film's success. The true test will come when audiences finally experience Fennell's interpretation of Brontë's timeless story of destructive passion and social division.
As the press tour continues in the lead-up to the film's release, observers will be watching closely to see whether this intense promotional strategy pays off at the box office and whether it sets a new precedent for how literary adaptations are marketed to modern audiences.
