Uncut Gems is one of this year’s most exciting and highly anticipated films. The Safdie Brother have proved themselves to be one of the most innovative directors of our time. So one can imagine the buzz, when an interactive pop up in NYC brought some of the film’s most special details to life.
The Safdie Brothers have mentioned during interviews that “Uncut Gems” has been a decade long-project. They grew up with their dad who worked at the diamond district, and have grown up witnessing the ins and out of this interestingly nuanced community. Their dad had a friend named ‘Howie’ who also worked in the district – whose name most definitely inspired naming the lead of the film, Howie – played by Adam Sandler.
The pop up was open from December 20th – December 22nd and located right in the heart of the diamond district on 76 West 47th Street. It was comprised of 2 floors. The first/ground floor you could buy some jewelry, get your jewelry cleaned, buy the film’s official VINYL, and they even had some mini furbies on display that’ll be sold online come January. There was an official Uncut Gems x A24 Magazine that was being given out that includes some interesting stories/images. One cast member was in attendance, Jonathan who playes Eddie, Howie’s son.
The 2nd floor was interactive. As people walk upstairs to enter the space, they need to ring a bell and look at the camera to the top right (similar to the movie) and you end up leaving with a gif/moving image of your entrance.
Once you go in, special pieces from the film are on display including The Weeknd’s wig. The film is set in ‘2012’ but it was filmed in ‘2018’ – in 2012 The Weeknd’s hair looked very different from how it did in 2018 – an important detail that had to be replicated. They also had “Howie’s Bling”, “Kevin Garnett’s Accessories” and Garnett’s “Celtics Basketball Jersey”.
On one of the walls, they had an “Opening Sequence Visual Guide” with original sketches and notes from writer/director Josh Safdie. It was interesting to see the impeccable attention to detail and to get to see inside the thought process of what it takes to make certain scenes happen. Additionally, there was a video of some behind the scenes footage, including some VFX tricks, funny moments on set.
Uncut Gems has already opened in select theaters December 13th but will be nationwide December 25th.