Beau Is Afraid’s strange rollout makes sense for such a strange movie

Ari Aster is a very strange director. Not just for his eccentric, fantastic popcorn-art horror movies, but also for the way those strange movies become incredibly popular. Both of his previous movies, Midsommar and Hereditary, are excellent, scary, contemplative horror movies about trauma and grief. They’re both funny, in their own twisted, dark ways. And they’ve both created a lasting footprint with teens and 20-somethings online, thanks to idiosyncratic marketing, intense shocks and imagery, and general meme-ability.

Now, production company A24 (which was behind both of Aster’s previous movies) is hoping to manufacture that same kind of enthusiasm for Aster’s newest, weirdest movie, Beau Is Afraid, by giving it an extremely odd
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