What Timothée Chalamet Can Teach Authors About Book Promotion

Lessons From the "A Complete Unknown" Press Tour

Jan 15, 2025

Hi Bleeders,

What does an A-list actor’s press tour have to do with writers like us? Let me take you on a little journey through Timothée Chalamet’s promotional masterclass for his latest movie, A Complete Unknown. Trust me, there’s plenty to learn from how Chalamet tackled this tour.

Here are five key takeaways you can use to boost your book promotion game:

1. Don’t be afraid to share the good stuff

Chalamet didn’t shy away from sharing key details about the film. In his Apple Music “Becoming Bob Dylan” interview with Zane Lowe, he openly outlined the plot. Why? Because he understood that withholding details wouldn’t draw people to the theater. Those plot points weren’t spoilers—what truly mattered was the storytelling, the performances, and the film’s execution.

Similarly, as an author, you can’t expect potential readers to get excited about vague hints, especially if you're an unknown entity. I’ve interviewed a number of nonfiction writers who were hesitant to share specifics, worried they’d give away too much (which drives me nuts!). But here’s the truth: withholding doesn’t achieve the desired effect. It may seem counterintuitive, but generously sharing your most interesting or surprising insights will pique curiosity and leave them wanting more.

The bottom line: Don’t be stingy. In fact, I now make a point to remind authors of this before interviews. Yes, you should reference your book several times during the conversation, but if all you do is tease, you risk frustrating the audience. And since this is a borrowed audience, you’ll also frustrate the person who gave you the opportunity. Offer them some meat and potatoes to chew on—that’s how you turn curiosity into sales.

2. Do your research

Chalamet didn’t just show up; he came prepared. In every interview I watched, he referenced previous episodes, inside jokes, and even matched the host’s energy—all while maintaining his delightful authenticity. It was masterful. It was clear he’d done his homework, and it paid off.

His PR team obviously did their homework, as well, and excelled at booking him on shows that were a good fit for both Chalamet and the film’s target audience.

As an author, even if you're lucky enough to have a publicist, you can’t rely on them to do all the heavy lifting. Before an interview, listen to at least one episode of the show. Understand the vibe, the host’s style, recurring segments, and the audience. This investment will help you connect more deeply and leave a lasting impression.

3. Cast a wide net

Chalamet didn’t limit himself to the usual suspects like The Late Show with Stephen Colbert, NPR, and the standard press junkets. He made unexpected appearances, too—including on College GameDay, at the University of Minnesota, and popular digital media outlets like Theo Von’s podcast This Past Weekend and music shows like Nardwuar Serviette. In fact, he seemed to prioritize digital media, a smart move. If the last election taught us anything, it’s that podcasts can really move the needle.

The takeaway: Diversify your promotional strategy. Don’t just aim for the biggest shows—embrace niche podcasts, local media, and quirky opportunities that align with your book’s theme or audience and your personal interests. Podcasts, in particular, have proven their power to make an impact, so don’t underestimate them.

4. Go all in

Chalamet didn’t hold back. He promoted the film relentlessly, right up to its Christmas Day release—and he’s still going strong. He’s set to host and serve as the musical guest for the January 25th episode of Saturday Night Live, presumably singing some Dylan covers, though that aspect hasn’t been confirmed. His consistency has shown in the nonstop coverage he’s received.

When it comes to promoting your book, be prepared to go hard. While your campaign can extend over a year or more, your “hot new release” window is short—so make the most of it. Show up every chance you get, even if it feels like overkill. It’s nearly impossible to over-promote—even if you’re as famous as Chalamet—and your efforts will compound over time. Most importantly, try to enjoy yourself; your energy will make or break your appearances. Remember, enthusiasm is contagious.

5. Give other people their flowers

Chalamet was generous with shout-outs and compliments. He mentioned not just Bob Dylan, but also his deep knowledge of the folk scene, his co-stars, director, various folks he admires (fashion influences, people he’d like to play in the future, etc.), and even the interviewers themselves. These moments created soundbites that lived far beyond the initial appearances, generating second waves of PR and goodwill that amplified his reach.

As an author, giving credit to your peers, inspirations, and collaborators can have the same effect. Thoughtful name-dropping might inspire those people to share your interview or shout you out in turn. It’s a win-win that fosters community and expands your reach.

Results that speak for themselves

Chalamet’s efforts definitely paid off. According to Screen Rant, as of Sunday:

“A Complete Unknown has passed a major milestone, breaking a box office record for star Timothée Chalamet…
This marks the first time that a Timothée Chalamet-led non-blockbuster movie has passed the $50 million milestone…
In addition to making history for Chalamet-led projects, A Complete Unknown is only the 13th music biopic to ever gross more than $50 million at the domestic box office.”

Promoting a book might seem overwhelming, but Chalamet’s press tour is proof that with preparation, generosity, and enthusiasm, you can yield incredible results. While I’m sure it’s been a lot of work, he actually made it look fun! Whether it’s your first book or your fifth, these lessons are worth revisiting to help you get your words out into the world.

XO,
Courtney

I’m teaching some upcoming workshops you might be interested in:

So… ROLL CALL! 🗣️

What’s your favorite takeaway? Or do you have a promo tip of your own to share? Comment below and let me know—I’d love to hear from you!

The Bleeders

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