Now this is how you bring The Heat. (As opposed to this. Good grief.) This morning, Mondo revealed exclusively to EW their righteous treatment of the Sandra Bullock/Melissa McCarthy buddy cop comedy. The collectible poster will be available for free while supplies last at Alamo Drafthouse theaters nationwide at 10 p.m. opening-night showtimes on June 27. Get there.
“I am a huge fan of the work Mondo does, so I was really pushing for them to do a poster for The Heat,” director Paul Feig said in a statement. “When they sent me their take I cracked up, as they really nailed it.”
“Everything Paul Feig touches is amazing, so were incredibly excited when he reached out to us and asked us if we wanted to do a poster for The Heat. After watching an early screening of it, we were sold on the movie’s hilarity and this poster is a direct result,” said Mondo creative director Justin Ishmael.
There is much to love here, from artist Tom “The Dude Designs” Hodge’s use of Beverly Hills Cop/Flashdance paint blaze font, to that cat reaching out for a big attack hug, to a teensy bespectacled Feig as a SWAT team member. (Though is it odd that the actors’ names are over the wrong heads?) The poster succeeds in making The Heat look equal parts retro ridiculous and high-stakes action fireball fun. I’ll even get behind that terrifically meaningless tagline: “Action’s never been so hot!”