Topic Studios head of film Ryan Heller discusses the viral success of the 'Wicker' trailer and the company's 2026 festival strategy for films like 'Club Kid' and 'The Debut'.

Topic Studios, led by head of film and documentary Ryan Heller, has experienced a notable 2026 with the viral success of its fantasy drama 'Wicker' and the festival premieres of 'Club Kid' and 'The Debut'. The trailer for 'Wicker', starring Olivia Colman and Alexander Skarsgard, gained significant traction on TikTok's 'BookTok' community, even prompting a social media response from Ikea. Meanwhile, Topic has navigated the festival circuit by tailoring distribution strategies to the specific needs of each project.

Viral Marketing and Audience Engagement

The trailer for 'Wicker' became an unexpected viral hit in July, finding an audience among fans of 'romantasy' literature. Heller noted that the organic online attention, including a post from Ikea referencing the film's 'husband material' theme, highlighted the importance of creating theatrical urgency in a difficult marketplace. He described the phenomenon as a reminder of the power of an exciting hook to capture attention.

Festival Strategy and Distribution

Topic Studios has utilized major festivals to launch its 2026 slate. The company sold Jordan Firstman’s 'Club Kid' at the Cannes Film Festival, a move Heller felt was distinct because the film's party-centric theme suited the environment. For Jesse Eisenberg’s 'The Debut', which premiered on Sept. 5, the studio partnered with A24 early in the process to avoid a relaunch after a festival debut. Heller emphasized that the studio remains flexible, choosing distribution paths based on the specific goals for each film.