Marmite storytelling: The PR lessons behind the “Wuthering Heights” divide
Whether you found Emerald Fennell’s “Wuthering Heights” intoxicating or infuriating, one thing is certain: people are talking about it. Critics are split and audiences are divided – ‘swoon’ or ‘scorn’.
Questions have been asked about the potential dumbing down of the Emily Brontë novel’s complex themes, through missing characters, problematic casting decisions and historical accuracy.
Yet others have zoned in on the way the film ‘feels’ – through rich, colourful cinematography, a sweeping soundtrack and a liberal sprinkle of shock factor (little is left to the imagination).
Some reviews have slated the ‘smooth-brained’ quality of the film, feeling patronised, while others have surrendered to its heady, teen-angst interpretation.
Whether enraging literary purists or bringing gothic romance to the TikTok generation, the film is a great example of ‘marmite’ storytelling – content that inherently splits opinion and generates conversation.
When we tell stories, we make choices. Consciously or not, we’re choosing what we share with our audience, what we allow them to work out for themselves, and what we leave on the cutting room floor.
In the world of PR, campaigns or corporate comms can sometimes polarise stakeholders. Understanding your audience and their expectations, and using that to inform your storytelling strategy, can help justify the decisions you make.
When is all publicity good publicity?
The response to “Wuthering Heights” might appear to support the old adage. The film topped box office charts at release, taking $83 million globally over Valentine’s Day weekend, despite the negative reviews. And the carefully planned press tour has kept content circulating across social platforms beyond opening weekend – ‘yearning’ is trending on Instagram.
The strong performance demonstrates that publicity – positive or negative – increases visibility, but that doesn’t automatically build brand affinity or long-term trust. Being honest and upfront from the beginning about the story you’re choosing to tell and the creative decisions you’re making can help shape your audience’s expectations.
Creative licence – and its limits (minor spoilers ahead)
Fennell openly framed her film as an interpretation, not a literal adaptation – even visually signalling that with quotation marks in the film’s title. Some audiences felt that wasn’t enough, taking to social media to debate the difference between ‘based on’ and ‘inspired by’. Fennell chose the former, yet has admittedly played fast and loose with the plot, omitting characters entirely and significantly shortening the story.
The casting of Heathcliff (Jacob Elordi) has also sparked accusations of whitewashing, as the character’s race, though ambiguous in the novel, forms a huge part of how society ‘others’ him.
In picking and choosing which themes to engage with, the film has faced criticisms that it lacks depth, audiences showing little forgiveness for personal interpretation. The divided reactions to “Wuthering Heights” remind us that representation and meeting audience expectations are critical when choosing how to shape a story.
It comes down to intent. Fennell and the team behind “Wuthering Heights” have intentionally favoured – ahem – steamy vibes over any intellectual deep dive. Communicators often face equivalent decisions around balance: bold versus safe, nuanced versus direct. Understanding the audience’s needs should always be at the heart of those decisions.
Like creative works, comms campaigns may be judged differently by professional experts than a wider public. Understanding and planning for that gap is important.
The real value of debate
People are talking about the film. They’re talking about the sets, the costumes, the chemistry between the actors. They’re arguing online about how it compares to the story we know – and whether that even matters. Sparking conversation can raise awareness, drive engagement, and build cultural relevance, if handled strategically.
So, what can comms and PR pros take away from how “Wuthering Heights” has been made and managed?
- Know your audience – what do they value in a story? How do you want to present it to them?
- Be intentional with narrative choices – every edit, omission, or framing decision signals something.
- Own the narrative you choose – clarity about intent bolsters trust even when opinions diverge. They may ‘love it or hate it’, but if your story is boring, in today’s world of short attention spans it will be quickly forgotten.
- Measure impact beyond reach – sentiment, engagement, and long-term brand perception matter more than short-term praise or derision.
We use our ‘CHATS’ approach when working with clients to help guide conversations on story development. Read more about it here.
Photo by Ermak Oksana on Shutterstock
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