Anne Hathaway Embraces Viral Minecraft Meme to Promote ‘Verity’ Ahead of Release

Avatar photoHrvoje Milakovic
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Horror trends spread rapidly online, and this year, few have captured attention quite like the eerie yellow smiley face that has been haunting Minecraft players. What began as a niche gaming phenomenon has exploded into a full-fledged meme, complete with viral songs, fan art, and countless spinoffs. Now, one of Hollywood’s leading stars has jumped into the fray, much to the delight of fans.

That star is Anne Hathaway, who has had a remarkably busy year with a packed release schedule. With films like ‘Mother Mary,’ ‘The Devil Wears Prada 2,’ ‘The Odyssey,’ and ‘The End of Oak Street’ on her plate, Hathaway is gearing up for the release of her next project, the Colleen Hoover adaptation ‘Verity,’ which is set to hit theaters on October 2.

The excitement surrounding ‘Verity’ reached new heights this week when Hathaway shared a promotional clip that cleverly references the viral Minecraft horror alternate reality game also named “Verity.” This coincidence has been a topic of conversation online for months. In the clip, Hathaway fully embraces the meme, echoing the now-iconic catchphrase associated with the character, sending fans into a frenzy.

For those unfamiliar with the reference, the Minecraft “Verity” phenomenon originated as a horror web series and ARG created by YouTuber ThatMob. It revolves around a Minecraft mod featuring a floating yellow smiley-faced assistant named Verity, who initially helps players find resources but is later revealed to have a more sinister role. The series gained traction after its late May debut, cultivating a massive fan community across platforms like YouTube and TikTok.

Much of the momentum was driven by a fan-made song titled “It’s Me, It’s Verity,” released by YouTuber Horror Skunx in July, which garnered over 14 million views in just over a month. This song and its catchy phrase have since become an internet in-joke, making Hathaway’s decision to reference it for her unrelated film ‘Verity’ feel almost serendipitous.

Hathaway’s film, based on Colleen Hoover’s psychological thriller novel of the same name, has no ties to Minecraft or smiley-faced characters. She stars as Verity Crawford alongside Dakota Johnson in this adaptation, which she also produces, and is set to premiere in theaters on October 2. With the novel’s popularity and Hoover’s vast fanbase, the film was already highly anticipated before the meme crossover provided an unexpected boost.

The timing couldn’t be better for Hathaway, who has become an internet sensation this year, thanks to her busy release schedule and her engagement with online culture surrounding her work. In addition to her current projects, she has announced she is expecting her third child and has several future endeavors lined up, including ‘Princess Diaries 3’ and an adaptation of the novel ‘Yesteryear.’

Utilizing an unrelated internet trend for marketing is a common strategy, but few have executed it as effectively as this, given that both the meme and the movie share the same name. For a film adaptation entering a competitive fall release calendar, leveraging an existing wave of online enthusiasm—even one centered around a different medium—provides ‘Verity’ with a built-in conversation starter ahead of its premiere.

Whether or not audiences flock to theaters specifically because of the meme, this crossover has undoubtedly enhanced the film’s visibility during its final promotional weeks. With Hathaway’s name already a significant draw at the box office this year and a viral moment now linked to the film’s title, ‘Verity’ appears poised for a strong opening when it finally debuts.

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