NEON's "Together" Faces Trailer Fatigue Ahead of Theatrical Release

NEON's upcoming body horror film, "Together," starring Dave Franco and Alison Brie, is generating buzz ahead of its theatrical release next week. However, the studio's aggressive marketing strategy, marked by a seemingly endless stream of trailers, is drawing criticism and raising concerns about potential audience fatigue.

"Together": A Body Horror Comeback Story

"Together," directed by Michael Shanks in his feature film debut, premiered at Sundance earlier this year to considerable acclaim. The film centers on a couple whose relationship undergoes a terrifying transformation after a supernatural encounter, pushing the boundaries of their love and sanity.

The synopsis reads: "With a move to the countryside already testing the limits of a couple's relationship, a supernatural encounter begins an extreme transformation of their love, their lives, and their flesh. As they lose contact with home, friends, and their sense of self beyond their troubled dynamic, Michael Shanks' clever script grounds their emotional turmoil within its extreme take on the horrors of codependent relationships. With this couple, things will have to get worse — like a lot worse — before they get better."

NEON's acquisition of "Together" signifies the studio's growing presence in the horror genre, particularly body horror. This move comes as the subgenre experiences a resurgence in popularity, evidenced by the critical and commercial success of films like "The Substance," which garnered five Academy Award nominations.

Trailer Overload: Is NEON Oversaturating the Market?

While the anticipation for "Together" is palpable, some industry observers are questioning NEON's promotional tactics. The frequent release of trailers, each seemingly revealing more of the film's unsettling plot, risks diminishing the impact of the theatrical experience.

Dr. Anya Sharma, a film marketing professor at the University of Southern California, notes, "In today's hyper-saturated media landscape, restraint is key. Too many trailers can dilute the film's mystique and lead to audience disengagement. Studios need to strike a delicate balance between generating excitement and preserving the element of surprise."

The strategy contrasts with the approach taken by A24, another independent studio known for its horror offerings. A24 often employs a more subtle, enigmatic marketing approach, relying on word-of-mouth and carefully curated trailers to build anticipation. While NEON has seen success with similar strategies for films like "Longlegs" and "The Monkey," the frequency of "Together" trailers suggests a different approach.

Body Horror's Resurgence and the Franco-Brie Factor

The resurgence of body horror reflects a broader trend in the film industry, with audiences increasingly drawn to visceral and thought-provoking narratives that explore themes of transformation, identity, and the human condition. "Together" taps into this trend, offering a unique and disturbing take on codependent relationships.

Adding to the film's appeal is the real-life marriage of Dave Franco and Alison Brie. Their on-screen chemistry and commitment to the film's challenging subject matter are expected to resonate with audiences.

Film critic Mark Olsen observes, "The casting of Franco and Brie adds another layer of intrigue to 'Together.' Knowing their real-life relationship allows audiences to engage with the film on a deeper level, blurring the lines between fiction and reality."

Looking Ahead: Can "Together" Live Up to the Hype?

Despite concerns about trailer fatigue, "Together" remains a highly anticipated release. The film's strong premise, talented cast, and NEON's marketing muscle position it for potential success. However, the studio's promotional strategy will be closely scrutinized in the coming weeks to determine whether the constant stream of trailers ultimately benefits or undermines the film's performance.

"Together" is scheduled to release in theaters on July 30.