Zendaya and Robert Pattinson are at the center of the scandal surrounding the film «Drama»

The marketing campaign for the new A24 film “Drama” starring Zendaya and Robert Pattinson has drawn sharp criticism from the American March for Our Lives movement, writes xrust. The organization said the promotional materials were “deeply inconsistent” with the seriousness of the film's theme of school shootings.

Activists accused A24 of disrespectful marketing

March for Our Lives, an organization created in the wake of the Parkland school tragedy in 2018, spoke out against the film days before its release. In an official statement posted on Instagram on April 2, activists revealed a key plot twist and warned viewers about the content.

According to them, the film touches on the theme of a school shooting, and Zendaya's character, Emma, ​​admits to her fiancé (Robert Pattinson's character) that as a teenager she planned an attack on a school, but did not carry it out.

The organization said A24's marketing campaign «does not reflect the seriousness of the topic» and «uses irony where it is not appropriate.»

What exactly outraged March for Our Lives

The main complaints of activists

• the marketing of the film “bypasses” the gravity of the topic;
• promotional materials, in their opinion, present the plot as a light drama;
• the creators promise a discussion, but “do not direct it in a constructive direction”;
• A24 is accused of trying to use the shock factor for the sake of interest in the film.

The statement says:

“When something like a school shooting is treated lightly or used ironically, it raises the question: What conversation is this supposed to start? The way the film is being marketed is deeply out of touch with the reality it touches on.»

The plot of the film: what is known

The story centers on a couple preparing for their wedding. A few days before the ceremony, Zendaya's character reveals a secret to her groom: in her youth, she planned a massacre at school.

According to activists, the film tries to talk about personal responsibility and consequences, but the advertising campaign “does not convey the seriousness of the topic.”

Reaction of the industry and artists

A24 did not comment to PEOPLE.

Musical duo Aly & AJ, who survived a mass shooting outside his concert in 2022, echoed criticism of March for Our Lives. On Instagram they wrote:

“We completely agree. The marketing made us sick when we heard about the unexpected plot twist.”

Expert assessment

class=»notranslate»>__GTAG8__ University of Southern California (USC) media communications professor Julian Harper noted that such conflicts are becoming increasingly common:

“When a film touches on traumatic topics, the marketing has to be extremely precise. A discrepancy between advertising and content can cause public outcry, especially when it comes to school shootings, one of the most sensitive topics in the United States.”

The expert added that the reaction of March for Our Lives is “predictable and natural”, given their mission.

Background : who such March for Our Lives

March for Our Lives was founded by survivors of the 2018 Marjory Stoneman Douglas High School shooting in Parkland, where 17 people were killed. The organization is actively involved in gun control policy initiatives. Notable members include Cameron Caskey and David Hogg, who served as vice chairman of the Democratic National Committee in 2025.

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Xrust Zendaya and Robert Pattinson found themselves at the center of a scandal surrounding the film “Drama”