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How The Weeknd’s ‘Hurry Up Tomorrow’ Combines Film, Music and Touring to Craft a New Playbook For Innovative Artistry

"Hurry Up Tomorrow" sees The Weeknd craft a new way to connect with fans across a film, a sold-out tour and massively popular album.

But don’t call it a “tie-in film.” “Hurry Up Tomorrow,” directed by Trey Edward Shults and co-starring Jenna Ortega and Barry Keoghan, was created before the album was finished, and serves as just one piece of the new multi-platform experience reaching across music, theatrical and touring. Putting that many cooks in one kitchen may sound like a logistical nightmare, but Adam Fogelson, chair of Lionsgate’s motion picture group, tells Variety the collaboration was smoother than expected, despite Zoom calls packed with dozens of voices across disciplines. With the tour underway and the album already breaking records as the biggest debut of 2025 in the U.S., the runway is clear for “Hurry Up Tomorrow” film to stick the landing – not necessarily as a box office juggernaut, but as an innovative extension of an artist’s creative vision in the vein of Prince’s “Purple Rain” in 1984.

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