The Materialists: Wrapped Like a Romcom, Filled With Real-Life Reality

My love (and let's be honest, obsession) for Pedro Pascal is no secret at this point. Dakota? Already won my heart with her style and elegance ages ago. And Chris Evans… well, he’s Chris Evans. So when these three show up in the same film, do you think I’d miss it? I literally ran to the cinema. The Materialists hit theatres and I was there in the first week, popcorn in hand, thinking:

“Alright Damla, time to turn off your brain and enter the delulu universe.”

But?

Well, life doesn’t always go the way you imagine, dear reader.

What Even Was That? A Romcom or a Sociology Thesis?

The film began. Aesthetic shots, gorgeous outfits, that dreamy soundtrack... everything seemed just right. Then the characters started talking, things got complicated, relationships broke down, re-formed, tangled again…And suddenly I had a moment where I thought: “Wait. I’m not laughing.” In fact, I started to feel slightly anxious. I asked myself: “Damla, why did you think this was going to be a romcom?” Because that’s how it was marketed to me. The poster, the trailer, the title, even the font screamed romantic comedy.

But the content… was something else entirely. Power dynamics, financial dependency in love, self-positioning in relationships, loneliness...In short: the brutal, unfiltered reality of modern dating.

This Is Where Marketer Damla Kicked In

Because as I was watching, a second voice in my head started whispering:

“This is marketing. It's all about building expectations... and then managing them.”

And sadly, in this case? That expectation was totally off. People came in expecting a feel-good romcom and got hit with a low-key existential crisis. I personally appreciated it — I love dissecting relationship dynamics — but if this were a product or a brand I was working on, I’d say the strategy was risky at best.

“Let’s Just Market It Like a Romcom, It’ll Get More Views” – Yeah, No.

That must’ve been the mindset. And okay, I get it. Labeling something a “romantic comedy” makes it feel safe. It gives viewers a sense of comfort — like “don’t worry, no one’s going to hurt you here.”But in reality? It did hurt a little.

And as a consumer, that mismatch can be frustrating. Even if the product is good, the disconnect lingers.

“Say What You Mean” – Sounds Simple, But Isn’t.

Was The Materialists a bad film? Not at all. In fact, it was bold. It made me uncomfortable in a way that made me think — and I love that. But from a marketing perspective, it promised something entirely different. And that makes the whole experience land... oddly.

These days, I’m realizing more and more:

Marketing isn’t just about selling — it’s about building a relationship. Just like in real life. If you act one way, people expect that from you. And when your behavior doesn’t match what you said you'd be? That relationship breaks. Whether it’s with a person, a brand, or even a film.

Final Thoughts…

I still liked the movie. Pedro Pascal was perfect as always. I admired Dakota in every single scene. Chris Evans? Forever my Captain America. But I couldn’t stop thinking:

“This wasn’t what they said it would be.”

And that made me realize once again — branding isn’t just about what you say, it’s how you say it. The tone, the visuals, the storytelling — it all creates a promise. And when that promise doesn’t match the experience, it’s really hard to leave a lasting impact.

Lots of love,

Damla Ardıç