Apichatpong Weerasethakul doesn’t create blockbuster films. He doesn’t even really create what you might consider typical narrative features. His films are challenging, beautiful pieces of art. They are cinematic experiences. And what better way to celebrate the release of his latest feature, “Memoria,” than to be forced to see it on the big screen?
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Back in October of last year, it was announced that NEON was forgoing the typical release strategy for a film (theatrical followed by VOD and streaming), and instead, the plan was going to be to keep “Memoria” in theaters…forever. That’s right, Weerasethakul’s feature will never be seen on VOD. It’s not going to be released on Blu-ray. And you damn sure won’t see it on Netflix, Amazon Prime Video, Hulu, or other streaming platforms. If you want to watch “Memoria,” you have to venture out to the theater starting in April.
NEON has officially announced its plan to keep “Memoria” in theaters, in perpetuity, with its first set of dates and locations beginning in April. And don’t worry if your local theater isn’t listed right now, as the film is going to be traveling around, hitting multiple cities each week from now until…well, forever. Sometimes it’ll play arthouse theaters. Sometimes, it’ll be at a museum. Sometimes, even a drive-in. But if you want to watch “Memoria,” the film will only be seen on the big screen.
“For ‘Memoria,’ cinema experience is crucial or maybe the only way,” said Weerasethakul. “Let’s embrace the darkness and dream, one at a time.”
“Memoria” stars Tilda Swinton stars as a woman in Colombia who is woken up in the middle of the night by a strange noise. Those who have seen the film praise the acting as well as the direction and sound design. And it’s clear the studio, as well as Weerasethakul, believes the only way to experience “Memoria” in the right setting is in a theater.
Swinton added, “‘Memoria’ is the perfect film for this moment…Big cinema or bust…Throughout the universe, in perpetuity…”
NEON Founder and CEO Tom Quinn said the unprecedented plan was created “to truly pay homage to this existential gem” and “to build a sort of traveling mecca of cinema that has the capacity to stop us in our tracks.”
“Memoria” will begin its tour on April 1. You can check the official website to see if/when the film is coming to a city near you. You can watch the teaser trailer for the release below: