My @yetdotcom article on how the On the Road promotion is a true international collaboration and effort.  I would recommend keeping an eye on the Portuguese Facebook page and Twitter account of  of the film as they seem to be working closely with Walter for those unique and unexpected updates. Maybe we’ll all develop some solid French and Portuguese language skills by the time the movie marketing is completed. Enjoy!

Knowledge of multiple languages (or having a handy language translator!) is going to be extremely useful to individuals keeping an eye on director Walter Salles’ adaption of Jack Kerouac’s On the Road.

As three more movie posters were unveiled today; one fascinating aspect of the film’s promotional efforts is that MK2, the French production company for On the Road has embraced an international, multi-lingual approach to marketing the film. It has set up Twitter accounts, Facebook sites and other websites (pending official launch) for the film in English, French, and Portuguese.

Each of the sites is clearly on the same page regarding the at-large marketing materials but each has its own nuances. For example, the Portuguese Twitter account for On the Road, @naestradafilme, was the first to unveil news the three posters would be released. Then, it was the turn of the film’s French Facebook site and about ten minutes later, the English version updated the promotional materials. The three posters appear to be part of a group of ten that will be dedicated to each of the main characters in the film.

However, I couldn’t fail to notice the Portuguese site seems to be working directly with Salles and based on its tweets, may also incorporate collaborations from some of the cast (like Garrett Hedlund). The On the Road cast also includes Sam Riley, Kristen Stewart, Viggo Mortensen, Tom Sturridge, Steve Buscemi, Terrence Howard, Danny Morgan among others.

Earlier this week, The Hollywood Reporter hinted that the film may be announced as part of the 65th Cannes Film Festival lineup on April 19. Given the players and their past history with this festival, it feels like a done deal.


For all things On the Road visit the film’s official sites:


English –

Portuguese –

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