Why did marketing for the film On Swift Horses mislead audiences about its plot?
In short: The 2024 film On Swift Horses follows two queer love stories in 1950s America. Despite its focus on same-sex relationships, promotional campaigns frequently downplayed these themes, instead falsely implying a heterosexual affair between the two leads. Critics argue this deceptive strategy buried the film's core message of authentic queer identity.
Directed by Daniel Minahan and based on Shannon Pufahl’s 2019 novel, On Swift Horses depicts the lives of two siblings-in-law, Julius and Muriel, as they navigate personal desires in a restrictive 1950s society. Julius, a Korean War veteran, finds love with a casino colleague named Henry in Las Vegas, while Muriel, trapped in a marriage with Lee, discovers her own identity through an affair with a neighbor, Sandra. The film, which premiered at the 2024 Toronto International Film Festival, was praised by many critics for its sensitive portrayal of queer love and emotional truth.
However, the film’s marketing became a point of significant controversy. Publications like Variety, The Observer, and the Washington Blade criticized Sony Pictures Classics for promotional materials that obscured the characters' sexualities. By using vague language like "self-discovery" and suggesting a romance between the leads, Daisy Edgar-Jones and Jacob Elordi, the campaign misled audiences. Critics noted that this "straightwashing" not only failed to respect the film's actual subject matter but also felt like a missed opportunity to celebrate a story that emphasizes the validity of queer love.
The film’s reception was mixed, with Rotten Tomatoes reporting a 53% approval rating from critics. While some reviewers lauded the performances—particularly those of Diego Calva and Elordi—and the film's visual style, others found the narrative disjointed. Despite the marketing friction and a modest worldwide box office total of $1.2 million as of November 2025, the film remains a notable example of how industry promotional strategies can clash with the artistic intent of queer cinema, effectively hiding the very stories they were meant to sell.
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Sources
- Summary by Intellect · source: On Swift Horses
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