As online movie marketing gets weirder and weirder, we can’t help but imagine some of the conversations that produce it. Like, say you’re the promotional team for Alex Huston Fischer and Eleanor Wilson’s upcoming movie Wicker, in which Alexander Skarsgård plays the world’s sexist Pier One Import. You’ve just agreed to give in to some extremely horny meme making that’s been making the rounds of late and give the movie a 4DX screening, for “one night only.” At some point, everybody in the conference room has to look at each other and ask how far they intend to go with all this, right?
It’s not like the memes and videos in question—which are quoted liberally in the trailer announcing the event, now set to happen on October 28—are especially subtle about what these viewers want said 4DX motions to do, vis à vis their genitals. All of the marketing for the movie has leaned into how horny it is, as a wicker-clad Skarsgård and Olivia Colman break their beds while scandalizing/arousing the people of their small medieval town. This is clearly a sex-positive movie—but there’s “sex-positive,” and then there’s “I think that person two rows ahead of me just had a religious experience mid-Milk Dud because a plastic seat bucked right when the basket man made an especially appealing grunt.”
In all reality, we’re assuming the 4DX experience will be a lot more mild, even as the head of distribution at studio Black Bear promises to give “audiences exactly what they asked for.” (Said blatant “manipulative genie talk” courtesy of THR.) For those who’ve never experienced it, 4DX—the product of a South Korean company that claims to have 780 screens set up for it planetwide—buffets the viewer with a number of motion effects and other efforts to make a movie more “immersive.” We take no pleasure in reporting that those effects, per CJ4DPLEX’s own web site, include such offerings as “Heave,” “Sway And Twist,” “Face Water,” “Scents,” and, of course, the terrifyingly vague “Bottom Tickler.” Forewarned, as they say, is forearmed.