With self-awareness in such short supply in Hollywood, isn’t it nice to know that some studios are willing to just finally ‘fess up and own it when something goes haywire?

Darren Aronofsky’s mother! clearly isn’t for everybody — maybe even for nobody, as its rare ‘F’ Cinemascore would indicate, though critics kinda dug it — and at first, Paramount Pictures (and Aronofsky himself) went immediately on the defensive

But somewhere along the way, someone at Paramount realized that this see-it-for-yourself challenge could be a selling point. The studio on Tuesday released this new promo video that leans hard into the idea that you’re probably going to hate it, but hey, maybe you’re one of the few who doesn’t.

“A public health warning: This movie is insane” isn’t the kind of quote marketers usually want to highlight, but at this point why not? We DARE YOU to see this movie and not hate it. And who can resist a challenge like that?

You’ll never know until you try. Kind of like black licorice, or the writings of Hunter S. Thompson. 

Buy the ticket, take the ride.



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