Уг аймшгийн инээдмийн киноны уран бүтээлчид үзэгчдийн сэтгэлд хоногшсон дүрийг бүтээхэд зарцуулсан маркетингийн болон зохиолын нарийн шийдлүүдээ хуваалцлаа.
2026 онд олны анхаарлыг татсан “Buddy” кино нь 90-ээд оны телевизийн шоуны сахиусны хар бараан талыг харуулсан бүтээл юм. Найруулагч Каспер Келлигийн энэхүү кино нь зүгээр нэг аймшгийн дүрийг бүтээх бус, харин уг дүр доторх сэтгэл хөдлөл, хүнлэг чанар болон гэмшлийг тодотгосноороо онцлог болжээ. Киноны продюсер Трейси Розенблюм, хамтран зохиолч Жейми Кинг болон Roadside Attractions компанийн маркетингийн албаны дарга Мелисса Йеру нар IndieWire-ийн “Future of Filmmaking Summit” арга хэмжээнд оролцохдоо уг төслийн хөгжүүлэлтийн талаар ярилцсан байна.
Жейми Кинг өөрийн туршлагаа ашиглан Каспер Келлигийн өвөрмөц хошин шогийн мэдрэмжийг өргөн хүрээний үзэгчдэд хүргэхүйц сэтгэл хөдөлгөм түүхтэй хослуулж чадсанаа онцлов. Тэд “Buddy” киног зүгээр нэг цуврал алуурчин гардаг аймшгийн кино гэхээс илүүтэйгээр, буруу замаар орсон боловч дотоод сэтгэлтэй, гурван хэмжээст дүрийг бүтээхийг зорьжээ. Продюсер Трейси Розенблюм уг дүрийг зүгээр нэг алуурчин гэж үзэхээс татгалзаж, түүний гүн гүнзгий зан чанар нь үзэгчдэд илүү сонирхолтой санагдсаныг тэмдэглэв.
Маркетингийн хувьд баг нь 90-ээд оны алдартай брэндүүдтэй Buddy-г сошиал медиагаар харилцуулах замаар “хуурамч дурсамж” үүсгэж, үзэгчдийн оролцоог нэмэгдүүлсэн байна. Мелисса Йеругийн хэлснээр, тэднийг анх харилцан ярианд идэвхтэй оруулах нь үзэгчдийг уг дүртэй илүү ойр дотно болгож, улмаар хүмүүс Buddy-тэй харилцахын тулд сэтгэгдэл бичих хүртэл түвшинд хүргэжээ.
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Sometimes, a movie appears seemingly out of nowhere and instantly captures the zeitgeist. In 2026, one of those movies was “Buddy.”
Casper Kelly’s horror comedy about a ’90s TV show mascot with a dark side captures the nostalgia subversion that made his Adult Swim projects like “Too Many Cooks” into viral hits. But what separates “Buddy” from so many other movies about cuddly villains is the emotional depth lurking below the surface. The many facets of Buddy the Unicorn — his humor, his charisma, his sadism, and his remorse for his actions — allowed Roadside Attractions to mount a unique marketing campaign that introduced audiences to the character before letting them know he had a homicidal streak. The campaign created a false memory that led many of us to wonder if “Buddy” was actually a cancelled TV show we had forgotten about. It ensured that we were invested in the character before we even knew what the film was about.
At IndieWire’s Future of Filmmaking Summit in Los Angeles, “Buddy” producer Tracy Rosenblum, co-writer Jamie King, and Roadside Attractions head of digital marketing Melissa Yerou joined us for a conversation about the years of behind-the-scenes work that goes into an overnight success.
The project was originally conceived as a way to put Kelly’s distinct brand of comedy into a feature film. King was brought in as a co-writer to help Kelly fit his wild sensibilities into a movie format, and used his recent experience writing Disney movies to ground the story with enough heart to reach a wider audience.
“I knew, as a fan of Casper’s and all of his Adult Swim work, that he would make it really funny. And I knew my friends at BoulderLight would make it really scary. So I thought that if I can help bring that heart element, that checks all three boxes, and that’s what makes a great movie,” King said, adding that he and Kelly worked hard to ensure Buddy came across as a three dimensional character who contained both light and darkness. ““He was always very clear that Buddy was not one of those mascot horror movies you’ve seen before, where Buddy is just a fuzzy version of a slasher villain… He’s someone who could be a good person, but he’s just gone down the wrong road.”
“I resent you calling him a homicidal maniac,” Rosenblum said with a laugh. “He has depth, and he has shame, and he’s not a good guy, but I think that’s what makes him special.”
The character was so thoroughly developed that Yerou and her team could hit the ground running on a marketing campaign. They quickly found success by having Buddy interact with classic ’90s brands on social media, as audiences fell in love with the voice that King and Kelly worked so hard to refine.
“We followed Care Bears and Barney and all these tried and true properties. We just thought ‘What if we had Buddy bust into the conversations, how would they react?’” Yerou said. “At first we were responding to every single comment. We really wanted to heighten the engagement, and at a certain point people were commenting just because they wanted Buddy to respond.”
Watch the complete panel in the video above.
IndieWire Future of Filmmaking 2026 Summit is presented by AT&T Untold Stories, an impactful multi-year collaboration between AT&T and Tribeca Festival that awards $1.2 million dollars, mentorship, and comprehensive support to the next generation of filmmakers looking to bring their films to the big screen. For more information, visit here.
