Tusk: New (Marijuana) Marketing Strategies

Distributor A24 Film has found a new way to stir up buzz for Kevin Smith’s upcoming Canadian horror-comedy “Tusk.”

The company has agreed to a deal with Studio City, Calif., medical marijuana dispensary Buds & Roses to sell strains of marijuana branded with the film’s name.

Starting Monday, the dispensary will sell “White Walrus,” which A24 marketing strategist Graham Retzik described to the New York Times as mellow, and “Mr. Tusk,” which he described as intense. The film stars Justin Long as Wallace Bryant, a podcaster who goes missing in backwoods Canada looking for a mysterious man, Howard Howe (Michael Parks). While his friends search for him, Long is slowly turned into a walrus.

In the two years since it launched,  A24 effectively marketed films to younger audiences than the typical arthouse auds, including “Obvious Child,” “The Spectacular Now,” “The Bling Ring” and “Spring Breakers.”

“Tusk” premieres Sept. 19 at the Toronto Film Festival. Filming is currently underway on Smith’s “Tusk” spin-off film, “Yoga Hosers,” starring his daughter Harley Quinn Smith and Johnny Depp’s daughter Lily-Rose Depp.