Boy from Heaven

Film marketing lives and dies by the trailer — two minutes of carefully curated spectacle designed to reveal just enough. But for a political thriller that won Cannes' Best Screenplay, the screenplay itself was the most compelling asset. Forsman & Bodenfors built the entire campaign around that insight: don't sell the movie, sell the writing. Rather than trafficking in plot reveals and tension-cut montages, the campaign featured actor Fares Fares reading directly from the screenplay. The choice was strategically precise — in a crowded arthouse release landscape, the campaign needed to attract both cinephiles and awards-circuit audiences who understand that extraordinary screenwriting is its own form of credibility. Reading the script aloud transformed the written word into performance, giving audiences something films rarely offer: a sense of the architecture beneath the story. It also created natural intrigue — you heard the craft without seeing the film, which made actually seeing it feel urgent rather than optional. What makes this approach distinctive is that it treats the screenplay award not as a badge to display, but as a creative brief: if the script is the prize, make the script the campaign. Forsman & Bodenfors found the rare case where the marketing strategy and the award justification were the same argument.