‘Club Kid’, ‘Wicker’ Producer on Cannes Sales and When Ikea Gets In on Your Trailer Launch: “Sometimes the Internet Just Does Its Job”

It’s a dream for every producer that the theatrical trailer for their independently made, artist-driven feature goes viral (in a good way) online. It’s a whole other level when a big-box store gets in on the fun.

This was the case for Ryan Heller and Topic Studios, where Heller serves as head of film and documentary, when in July the steamy spot for Wicker , their Sundance-approved fantasy drama starring Olivia Colman and Alexander Skarsgard, caught the attention of TikTok. The movie, about a spinster fisherwoman who employs a local basketmaker to weave her a husband, found an audience among the romantasy audience on BookTok, earning millions of views. Then, Ikea posted on social media that its wicker furniture line was made out of “husband material,” igniting a new round of buzz. Related Stories Movies Toronto: 'Purgatory' Director Navigates Warring Parents and Girl Power in Dark Divorce Comedy Movies Carla Woodcock Joins Kate Beckinsale, Katherine McNamara in 'White' (Exclusive)

“It shows the power of an exciting hook in a marketplace where it is hard to get people’s attention, and it’s hard to rely on casual moviegoing to lift your movie. It has become about creating theatrical urgency,” says Heller of the unexpected but welcome attention.

Even before the online notoriety, 2026 was already a banner year for Topic, which sold Jordan Firstman’s debut feature Club Kid to A24 out of the Cannes Film Festival and on Sept. 5 premiered Jesse Eisenberg’s The Debut to rave reviews and plenty of Oscar buzz.

Ahead of TIFF, where both Club Kid and The Debut are screening, Heller talked to THR about Topic’s big year.