Viral memes can be both a blessing and a curse. On the one hand, they can bring a lot of free attention to a film project, but on the other hand, there is the danger that they completely clash with the intended vibe of a story.
Andrew Garfield (Spider-Man: No Way Home) and Florence Pugh (Dune: Part Two) can currently tell you all about it, because with their new film project We Live in Time they have galloped full horsepower ahead into such a situation.
Bizarre horse steals the show from Andrew Garfield & Florence Pugh Here’s what’s going on: The first image released for the romantic drama shows Garfield and Pugh on a classic carousel. But they are not alone. There is someone else in the promo image (which, as it turns out, has not been officially approved): A horse that looks frankly agitated and looks as if someone had just shoved freshly peeled ginger up its backside.
When Etalk asked Garfield about his attention-seeking co-star on the red carpet, he said mischievously: “I haven’t heard from him since the day we shot. I pray he shows up because without him we are nothing. Nobody would know about this film without that damn horse.”
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Horrible horse, big feelingsIn an interview with The Wrap, Garfield confessed how he really feels about the horse meme after co-star Pugh reported her concern that the hot topic could ruin the actually very moving film, which Filmstarts called a “non-kitschy death-romance drama”: Man, I love the horse meme. I was just about to go to a six-day retreat where I didn’t have a phone. Then I saw the released image for our film. And I noticed the horse. I thought: ‘Wow, that’s an interesting decision.’ […] Oh, I must be the only one who noticed this. I turned my phone off for six days. When I was in the travel lounge on the way back from wherever, I finally turned it on. And it was just the horse meme. I was wrong. People noticed. [Steven] Colbert noticed it and gave a whole monologue about it. I honestly cried.
We don’t know whether it was out of deep sadness or excessive amusement. But at least Garfield has a few meme examples saved on his smartphone. Here are a few popular ones:
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In this country, We Live in Time is broadcast regularly on January 9, 2025 into the cinemas.