The Weeknd and Jenna Ortega Unveil ‘Hurry Up Tomorrow’ at Coachella
During the second weekend of Coachella, The Weeknd, alongside actress Jenna Ortega, made a memorable appearance at the renowned music festival in Indio, California. Their presence was to promote the imminent release of their film Hurry Up Tomorrow.
Festival Highlights
The initiative, known as an XO takeover, featured an eye-catching ferris wheel display, a concept introduced by the acclaimed artist Abel Tesfaye shortly before the festival weekend commenced. Spanning from Friday to Sunday, this promotional event offered attendees a chance for meet-and-greet interactions, serving to generate excitement for the Lionsgate psychological thriller set to premiere in theaters on May 16.
Hurry Up Tomorrow aligns with The Weeknd’s sixth studio album, marking the conclusion of a trilogy that follows the releases of After Hours in 2020 and Dawn FM in 2022.
A Glimpse of the Film
In a recent post shared on the film’s official Instagram, The Weeknd was spotted in a casual outfit featuring a Raiders cap and sunglasses, accompanying Ortega with a caption that cryptically hinted at the film’s themes: “when the sun goes down. #HURRYUPTOMORROW x @Coachella.”
Directed by Trey Edward Shults, the film features Barry Keoghan alongside The Weeknd and Ortega. The story centers on a musician struggling with insomnia who embarks on a journey with a mysterious stranger, leading to revelations about his very identity, according to the film’s synopsis.
Anticipation Builds
The promotional efforts have been extensive leading up to the film’s release. At CinemaCon, attendees were treated to an unannounced mini-concert featuring songs from The Weeknd’s new album, including “Cry for Me” and “Open Hearts,” alongside his blockbuster hit “Blinding Lights.”
Ortega, addressing the audience earlier this month, described Hurry Up Tomorrow as “hard to describe … I haven’t seen a movie quite like it. It’s very soulful. It feels more like an experience, and when you go into it with that mentality, it makes sense.”
Conclusion
The collaboration between The Weeknd and Jenna Ortega at Coachella serves as an innovative marketing strategy for their upcoming film, reflecting both their artistic synergy and the creative promotional standards of contemporary cinema. As the film’s release date approaches, excitement is sure to intensify among fans and festival-goers alike.