A24 plants fake engagement notice in The Boston Globe

A24 has delivered one of the year’s smartest earned-first film reveals, slipping a faux engagement announcement for Zendaya and Robert Pattinson into The Boston Globe to tease their new film The Drama.

The notice appeared in the Living/Arts section on Monday, replacing the usual TV Critic’s Corner column.

Its formal portrait and traditional wording briefly sparks confusion, given both actors’ real-life relationships with Tom Holland and Suki Waterhouse.

The clue lay in the names: “Emma Harwood and Charlie Thompson” — the characters they play in the film.

The announcement amplified as the movie poster and included a fully built fictional backstory.

The stunt arrives amid heightened public interest following Zendaya’s engagement to Holland, a cultural moment A24 taps neatly without drifting into gossip.

Clever, well-timed, and engineered for screenshot circulation — another sharp campaign beat from A24.

Cinema PR