Allied is the latest in a long line of films whose publicity campaigns have been overcome by wider gossip and press discourse - a scenario Richard Dyer addresses within his theory of the star system. He argued that we consume the wider image and media discourse of the star, not just any specific fictional character.
The scale of gossip centred on Brad Pitt's marital break-up and the link widely made with his co-star Cotillard has created a dominant narrative that seems set to undermine the marketing of this as a serious, intricate drama. Never mind the direct, specific denial by Cotillard, the twitterati have set the tone.
Allied: what happens when a film gets eclipsed by gossip http://www.theguardian.com/film/2016/nov/07/allied-eclipsed-by-gossip-brad-pitt-marion-cotillard-hollywood?CMP=Share_AndroidApp_Blogger