Ava DuVernay Disappointed by Neon’s ‘Origin’ Promotion

Neon acquired Ava DuVernay’s “Origin”. It played Venice and TIFF, and got mixed reviews. The film, which left me indifferent, has had very little press and advertising. It’s supposed to get a "wide" release next weekend.

DuVernay has noticed Neon’s lack of interest in her film and is disappointed in the effort they put into promoting “Origin.”

Last week, in an Instagram video that went viral, the film’s lead actress Aunjanue Ellis-Taylor could be seen, masked, unnoticed, handing out flyers for the film outside a movie theatre in California. That’s what I’d call desperation.

This video led to DuVernay posting her own thoughts about how Neon did her wrong with their lack of promotion for the film. She doesn’t explicitly call them out, but does come pretty close, and definitely insinuates that her film deserved better.

I wish she was at the Globes or SAG Awards or Critics Choice or the other nominations that didn’t come,” continued DuVernay in her Instagram caption. “I wish she had commercials and magazine covers and all the things that are arranged for the actresses we are supposed to pay attention to in the awards season. I wish she felt the recognition and praise that swirls around her peers in big studio films. I wish the world for her. All the flowers. All the gold statues. I wish so many things.

DuVernay and the film have been ignored by major voting bodies like SAG, PGA, DGA, as well as most of the year-end top-ten lists. “Origin” was originally marked down by pundits as one to keep an eye out for during awards season, but it never really caught on.

The fact of the matter is that the film had been originally marketed and campaigned by Neon as an awards player, but it never really picked up much steam. Despite its Venice and TIFF berths, not many people are talking about it, which is why Neon has basically given up on it.

DuVernay’s last film before this one was 2018’s “A Wrinkle Before Time”, which was met with negative reviews and ended up having DuVernay hinting that racism was the reason behind the failure of that film.

Hey, let’s not completely nix “Origin” from Oscar contention, crazier things have happened before. Remember the whole Andrea Riseborough surprise that ignited last January? That was, controversially, spearheaded by a certain Frances Fisher …