# How Ikea Hijacked a Movie Trailer

> A small fantasy drama about a woven husband went viral, and then a furniture giant piled on.
- Title: How Ikea Hijacked a Movie Trailer · The Hollywood Reporter
- Summary: A small fantasy drama about a woven husband went viral, and then a furniture giant piled on. Marketing luck is real, but it lands on films with a hook…
- Keywords: film marketing, viral, tiktok, booktok, indie film, Ikea, Hijacked, Movie, Trailer, The Hollywood Reporter
- Source: The Hollywood Reporter — https://hollywoodreporter.com/movies/movie-features/club-kid-wicker-producer-on-cannes-sales-and-when-ikea-gets-in-on-your-trailer-launch-sometimes-the-internet-just-does-its-job-1236698203
- Author: Mia Galuppo
- Published: 2026-09-12T14:00:00+00:00
- Read time: 1 min
- Topics: film marketing, viral, tiktok, booktok, indie film
## Every producer's daydream
An independent, artist-driven feature puts out a trailer and the internet picks it up, in the good way. It almost never happens on purpose.

> It's a dream for every producer that the theatrical trailer for their independently made, artist-driven feature goes viral
## The film behind it
Wicker is a Sundance-approved fantasy drama from Topic Studios starring Olivia Colman and Alexander Skarsgard.
## A husband made of wicker
The plot: a spinster fisherwoman hires a local basketmaker to weave her a husband. Strange enough to stop a scroll.

> a spinster fisherwoman who employs a local basketmaker to weave her a husband
## BookTok found it first
In July the steamy spot hit TikTok and landed with the romantasy crowd on BookTok, racking up millions of views.
## Then Ikea joined in
Ikea posted that its wicker furniture line was made of "husband material," and the buzz started over again.

> its wicker furniture line was made out of "husband material"
## When the internet works
Ryan Heller, who heads film and documentary at Topic, got a marketing wave no budget could buy. Sometimes the internet just does its job.

> Sometimes the Internet Just Does Its Job
## Key takeaway

Marketing luck is real, but it lands on films with a hook strange enough for the internet to run with.