We Need To Talk About The Horrendous 'Highest 2 Lowest' Rollout
HuffPost
One of the most anticipated movies of the year from a prolific filmmaker shouldn’t be suffering from lackadaisical marketing.
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We live in a day and age where the attention spans of viewing audiences are so short that we’ve grown accustomed to TV and movie trailers arriving less than a few months, and sometimes even mere weeks, before a project premieres.
This trend of last-minute, lackadaisical marketing has become the accepted norm. However, recently, there seem to be some glaring outliers, particularly when it comes to projects led by talent of color.
The most notable among them is Spike Lee and Denzel Washington’s “Highest 2 Lowest,” a reimagined crime thriller produced by A24 and Apple, which has had a relatively hushed rollout since its glitzy May premiere at the 2025 Cannes Film Festival.
The movie debuted out of competition, though it was not included on the initial lineup announcement “because of some last-minute information we were waiting for,” according to festival chief Thierry Fremaux. Instead, Lee broke the news on Instagram.
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