Outside the Regal Times Square on Tuesday night, about 50 people in orange beanies — some of whom had been waiting more than three hours — lined barricades and faced 20-degree temperatures to catch a glimpse of cast members as they arrived at the New York premiere of “Marty Supreme,” Josh Safdie’s new screwball sports dramedy.
“I’m a huge fan of Timothée Chalamet; he’s inspired me so much as an actor myself,” said Isabella Charlebois, 20, a musical theater student at the American Musical and Dramatic Academy in New York City, who had arrived around 4 p.m. for the 7 p.m. screening.
The scene, coordinated by the film’s distributor, A24, was part of a madcap press tour that has become its own trailer for the movie, which arrives in theaters on Christmas Day.
“It’s amazing to see such enthusiasm for an original film,” said Mr. Chalamet, as he walked a red carpet inside the theater. In the movie, he plays a gritty, aspiring table tennis champion complete with glasses, a mustache and raging acne.
Celebrities and athletes like Tom Brady, Kid Cudi and Misty Copeland have all appeared in photos wearing “Marty Supreme” windbreakers. The marketing team for the movie has also supplied a steady drumbeat of offbeat social media videos. In one, Mr. Chalamet hosted a mock brainstorming session for the film’s advertising, which actually included a streetwear pop-up and a blimp.
It’s all part of a calculated campaign — with the tagline “Dream big” — to attract eyeballs and position the star as a favorite for best actor at next year’s Oscars.
On Tuesday night, Mr. Chalamet, who is also a producer on the film, posed in glasses and an orange Tom Ford suit inspired by the movie’s Ping-Pong balls. He has leaned into the color with a streak of “Marty Supreme orange” looks. Earlier this month, he and his girlfriend, Kylie Jenner, attended the film’s Los Angeles premiere in matching, bright-orange outfits, and on Tuesday night, he coordinated with his mother, Nicole Flender.
“I just felt like wearing orange,” Mr. Chalamet explained, before heading over to a corner of the carpet to toss a pingpong ball at a table full of orange cups. “And now I try to do it as many nights as possible.”
Some of his fellow cast members have also gotten in on the color craze: Mr. Chalamet’s co-star Gwyneth Paltrow, for instance, wore an orange satin tracksuit and white pumps during an appearance on “Late Night With Seth Meyers” on Monday.
“I’m trying to get with the kids, and get with the program on the marketing,” said Ms. Paltrow, who wore a comparatively demure black velvet dress with an oversize bow on one shoulder Tuesday night.
Mr. Chalamet was one of around 100 actors, producers and directors who turned out for the New York premiere of “Marty Supreme,” among them Kevin O’Leary, the “Shark Tank” judge who plays a businessman who takes an interest in Marty; the rapper Tyler, the Creator, who plays a taxi driver and friend of Marty’s; and the “Nanny” star Fran Drescher, who plays Rebecca Mauser, Marty’s mother.
The crowd also included Mr. O’Leary’s fellow “Shark Tank” judges Barbara Corcoran, Daniel Lubetzky and Robert Herjavec; the actor Darren Criss; the actress Busy Philipps; the Vogue executive Anna Wintour; and the photographer Annie Leibovitz.
After the screening, guests filed inside a mansion in Gramercy Park for a more traditional cocktail party at the National Arts Club. Awaiting them was a decadent spread of chicken roulade, kale and endive salads, and a whole roasted pig with a “Marty Supreme”-branded orange in its mouth.
In a back room, Zohran Mamdani, New York City’s mayor-elect, greeted well-wishers who included Ms. Drescher and Odessa A’zion, who also stars in “Marty Supreme”; the filmmaker Benny Safdie, the brother and longtime collaborator of the film’s director, Josh Safdie; and the comedian and media personality Kareem Rahma, known for his internet talk show “Subway Takes.”
Mr. Mamdani held court in front of an enormous wreath and a glowing fireplace, posing for selfies and gamely allowing himself to be swept into embraces, possibly the one person that evening whose popularity exceeded Mr. Chalamet’s (who did not attend the after-party).
Tyler, the Creator, who wore a light gray suit and a furry Russian ushanka hat, grinned and clasped Mr. Mamdani’s hand.
“It’s good to see you man,” the rapper said.
Sarah Bahr writes about culture and style for The Times.
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