Premier began the UK publicity campaign at the Telluride Film Festival, laying the groundwork for a successful launch at the BFI London Film Festival in October. Barry Jenkins, Tarell McCraney (the writer of the play that the film was based on) and five members of the cast completed two days of press, allowing Premier to put in place key cornerstone pieces for distributor Altitude’s February release of the film.

Strong critical support from the outset allowed the Premier team to push the film into broader and more mainstream media, and with six separate UK talent visits with Jenkins, McCraney and key cast, and additional access in the US, the coverage was timed to build momentum around the film and its growing visibility in the awards race. The team secured a wide range of broadcast, print and online coverage. Highlights included Tarell McCraney on the cover of the Observer New Review, and subsequent appearances in the Times Magazine and the Evening Standard and on Newsnight and Lorraine, Barry Jenkins’ Buzzfeed interview and FT Magazine cover, Naomie Harris in The Times and The Telegraph and on The One Show, a ten-page group feature in Attitude magazine and filmed interviews that ran from the Guardian Homepage as well as six pieces in Baz Bamigboye’s column in the Daily Mail.

As well as Newsnight, news coverage was secured with Sky News, BBC News, ITV News, Channel 4 News, Channel 5 News and the ES news pages. As momentum built, columnists and news pages were targeted. Following the successful theatrical campaign, Premier’s Home Entertainment team have been assigned to follow through to the home entertainment release on 19 June.