A24 has partnered with The World’s Best Ever (TWBE) and Buds & Roses, a Los Angeles-based medical-marijuana dispensary, to sell two brand new cannabis strains inspired by the film. Buds & Roses has begun selling the two strains — “Mr. Tusk” and “White Walrus” — and they will be available through September 26, 2014.
TWBE has created packaging inspired by the film for two rebranded strains of medicinal marijuana. In addition, accompanying the in-store promotion, TWBE said that it will give away limited edition herb grinders bearing the “Tusk” logo to patients of the dispensary and fans of the film (18 + years of age).
Indiewire asked Graham Retzik, a marketing guru at A24, about the non-traditional campaign. Read his answers below:
How did the idea for the campaign come about?
With a film as original as “Tusk,” we knew we needed to introduce it to people in new and unique ways. And, as Kevin Smith has been saying, “Tusk was born in a blaze and will be released in a blaze.”
How does marijuana tie into the film?
It actually doesn’t. There are no scenes in the film of anyone smoking anything. But we know a certain psychographic will love this movie and this promotion will help us reach those people. I think a lot of people will be surprised at the depth and complexity of the story in “Tusk,” so we thought it only appropriate to offer two completely different strains of marijuana. I’ve been told that White Walrus is a mellow sativa and Mr Tusk is a intense indica.
Are you subtly (or not so subtly) encouraging people to light up before watching “Tusk”?
I really cannot encourage or recommend that. Not because of any legal concerns but because the movie is already so indescribably insane I just can’t imagine doing that… those who dare might have a life-changing experience!
“Tusk” premiered in the Midnight Madness section at the Toronto International Film Festival. It opens in limited release on September 19.