A new Spike Lee joint is on the way, but has anybody heard of it? That’s the big question everyone is asking as Lee’s latest film, “Highest 2 Lowest,” prepares to hit theaters next week.
Suggested Reading
Produced by A24 and distributed by Apple Films, “Highest 2 Lowest,” reunites Lee with Denzel Washington, in what stands as their fifth film together. The film premiered to rave reviews at the Cannes Film Festival earlier this year, and will finally have its theatrical release in the U.S. on August 15 before hitting Apple TV+ in September.
Shockingly, however, it appears the studio has barely promoted the film, releasing an official full-length trailer only on Tuesday, a little over a week before it hits theaters. Why is it that a brand new film from one of America’s greatest filmmaking titans is seemingly getting buried?
TikTok creator @TheSimplySimone, took to the social media platform with this very question, calling out the confusing marketing strategy in what should be one of the biggest films of the year. She said, “We’re so used to studios not giving a damn when it comes to marketing Black projects, but to not market a Spike Lee and Denzel feature, their fifth one together? Ya’ll just love to piss me off.”
She then said that it is “just ridiculous” and told her followers to go see it in theaters, and if not to check it out on Apple TV. Creator Jamaal Burkmar shared similar sentiments on TikTok, saying, “This film comes out in 19 days…where is the conversation? Where’s the marketing? Where’s the push? Where is anything about this film?”
@thesimplysimone Now we gotta carry another Black project on our backs again cause the studio doesn’t see it as valuable for a actual marketing run 😒 #highest2lowest #spikelee #denzelwashington #asaprocky #a24 #appletv ♬ original sound – thesimplysimone
@jamaalburkmar 19 days people! Go and see Highest 2 Lowest! #spikelee #a24 #cinema #cinematok #movietok #filmtok #denzelwashington ♬ original sound – Jamaal Burkmar
@jay.gov What happened to #denzelwashington and #spikelee rollout? #highest2lowest #blacktiktok ♬ For Sale? – Interlude – Kendrick Lamar
People also took to X, formerly known as Twitter, with their grievances over the ptomotion (or lack thereof) of the film. Caroline Renard wrote in a post, “A Spike Lee movie starring Denzel Washington comes out next week and the first full trailer came out today. If I say what I wanna say about how they treat Black projects, I’ll never work again.”
Robert Daniels, Associate Editor at RogerEbert.com, shared similar sentiments, writing, “What’s happening with the rollout of HIGHEST 2 LOWEST is shameful.”
Another user called the entire rollout “absurd,” writing, “A week until its release and we’re only now getting the first full trailer for Highest 2 Lowest? The lack of marketing for a movie directed by Spike Lee and starring Denzel Washington is absurd.”
Others also pointed to other Apple projects, including “F1” earlier this year, that received a proper and robust rollout. They wrote, “I think it’s insane that F1 had a wide release in theaters and tons of marketing but Highest 2 Lowest is getting a limited theatrical run and then it’s gonna be dumped on Apple TV. It’s a slap in the face to Lee, Washington and Wright.”
Lee has been doing some interviews, it seems, appearing on The Tonight Show last week, and is also posting on social media. Time will tell how the film will perform at the box office, especially with such late notice for general audiences.
“Highest 2 Lowest” premieres in theaters on August 15th and on AppleTV+ on September 5th.
Straight From 
Sign up for our free daily newsletter.