Cherk or 8herk? Apple TV+ movie poster leaves fans bemused

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Cherk
"Look what you did, you little Cherk!"
Photo: Apple TV+

Among other things, Apple is known for its clear messaging and high level of quality control. Which is why it was slightly strange when a poster for upcoming Apple TV+ movie Cherry failed totally on both these counts. It featured an all-but-illegible title on its “For Your Consideration” campaign poster for Best Picture.

Don’t worry, though. The flick hasn’t been renamed CHERk, 0HER88 or 8HERK in post-production. Nor is this terrible typeface a marketing stunt. Instead, it seems that trade publication Variety just shared the wrong version of the poster.

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The movie, which stars Tom Holland and Ciara Bravo, is the first movie made by the Russo brothers since Avengers: Endgame, the top-grossing movie of all time. It’s based on the bestselling 2018 novel Cherry by Nico Walker. Loosely autobiographical, it tells the story of a soldier who returns from fighting in Iraq, gets addicted to Oxycontin, and then becomes a bank robber to pay for his opiate addiction. The author has just completed a spell in prison, having been there since 2013.

Cherry will debut on Apple TV+ on March 12. If early buzz is to believed, this could be a big awards winner for Apple. So long as Academy voters now which movie to watch based on the title screw-up.