The Weeknd and Jenna Ortega appeared at Coachella’s second weekend in Indio, California, in support of their upcoming film Hurry Up Tomorrow. The promotional activation included a branded ferris wheel that remained in place from Friday through Sunday.
The event was part of an XO-branded takeover and follows earlier promotional appearances tied to the Lionsgate release. Hurry Up Tomorrow opens in theaters on May 16. The film stars Abel Tesfaye (The Weeknd), Ortega, and Barry Keoghan, and is directed by Trey Edward Shults.
A photo posted to the film’s official Instagram account showed Tesfaye and Ortega together at the festival. Tesfaye appeared in sunglasses, a Raiders cap, and a black bandana. The caption read: “when the sun goes down. #HURRYUPTOMORROW x @Coachella.”
Shults directs from a script he co-wrote with Tesfaye and Reza Fahim. The film follows a musician who suffers from insomnia and is drawn into a disorienting series of events after encountering a stranger. Tesfaye also co-produced the project with Fahim, Kevin Turen, and Harrison Kreiss under his Manic Phase banner.
Speaking earlier this month, Ortega said the film is difficult to define. “I haven’t seen a movie quite like it,” she said. “It feels more like a sensory thing.”
The project is linked to Tesfaye’s sixth studio album, which shares the same title. “Drive,” one of the tracks from the album, was released ahead of the film with a video directed by Shults and featuring Ortega.
The album follows After Hours (2020) and Dawn FM (2022), continuing a sequence of records that share visual and thematic links. Original music for the film was created by Tesfaye and Daniel Lopatin.
Earlier this month, CinemaCon attendees saw a short live set from Tesfaye, including “Cry for Me,” “Open Hearts,” and his hit “Blinding Lights.” That appearance took place at Caesars Palace in Las Vegas.
Lionsgate will distribute Hurry Up Tomorrow in theaters beginning May 16. Additional details about its release or possible festival screenings have not been announced.
