By Paula Bernstein | Indiewire October 22, 2013 at 10:49AM
The buzz surrounding Palme d'Or winner "Blue Is the Warmest Color" continues to grow in anticipation of the film's release this Friday, October 25 in New York and L.A. The controversial three hour French film, directed by Abdellatif Kechiche chronicles the relationship of a pair of young female lovers (Adele Exarchoupolos and Lea Seydoux) over several years. Although much of the press related to the film so far has focused on the explicit sex scenes, the film is about coming of age and forging an identity in the world.
To build excitement about the film's limited release on Friday, IFC Films, which is distributing "Blue," created a standalone Tumblr. "'Blue' lends itself so well to visuals," Shani Ankori, VP of Marketing at Sundance Selects/IFC Films told Indiewire. "If you scroll through the site, you'll see we went beyond making it a straightforward marketing site where it's just the poster, trailer and theater information. We feature a lot of things that are inspired by 'Blue' such as the Egon Schiele paintings."
The IFC Films marketing team also incorporated some of the visuals around the graphic novel by Julie Maroh, which served as the source material for the film, as well as a tribute to past films which stirred controversy about sex and a photo gallery of past NC-17 films ("Blue" will be released NC-17).
So why the animated GIF? "People have heard so much about the controversy around the film, we wanted them to interact with the beauty," said Ankori.
Check out the "Blue is the Warmest Color" GIFs below: