In the recent past, movie releases have involved a lot of cross over collaborative projects in the hopes of boosting their numbers once the actual project hits the big screens. ‘The Grinch’ was no different. They even took it one step further by creating a full experience with eclectic rapper Tyler the Creator at the forefront, overseeing the creative direction of matters merchandise and music. All these works of art clearly intended to create an experience of sorts for their targeted consumers.
The corporate decision to appoint Tyler the Creator for this project was a smart move because his quirky personality seamlessly complimented his creations for the motion picture perfectly. First, let us focus on the shoe. It’s a collaborative sneaker between Golf Le Fleur and Converse. It’s covered in fuzzy green material representing Dr. Seuss’ famed character; Grinch (who the movie is also based on) with Grinch’s eyes also embroidered on the heels. The shoe features a red insole and has white Golf Le Fleur and converse branding found at the tongue tab. There however has been no official release date for the shoe but it is expected to drop before the beginning of the holidays.
Tyler also released a single titled ‘I am the Grinch’ and his cover of ‘You’re a mean one Mr. Grinch’; songs off the films’ soundtrack, a few days before dropping an EP. The EP featured the likes of Santigold, Ryan Beatly, Jerry Paper. All projects which he performed during the 7th annual Camp Flog gnaw festival, a festival of his own making, were overshadowed by Jaden Smith’s bomb drop about the state of his relationship with Tyler (they are apparently dating).
The Grinch, a Christmas comedy film officially arrived on the big screen on November 9th and ended up grossing $110 million within its first week of release. The film is based on the 1957 book by Dr. Seuss ‘How the Grinch stole Christmas’. This is however the 3rd remake of the story following the action feature length film in 1966 and the 2000 remake. The plot follows Grinch as he plans to ruin Whovilles’ Christmas celebration by stealing all their town’s decorations and gifts. In other news of black excellence and just to give the experience a little extra incentive, Pharell Williams appears as the film’s narrator. So are we going to check the movie out or nah?