When I recorded “It’s a Bear!” with Robot Repair, I was simply told it was for a mock commercial in a horror movie. Turned out to be more intriguing than that — it was actually used in the official promo for the 2019 critically acclaimed folk horror film Midsommar, written and directed by Ari Aster. The studio – A24 (Lady Bird, Moonlight) – decided to take one of the quirkier moments in the film, which involved an actual bear in a cage, and make a 90’s-style toy commercial to both promote the film and to make a literal collectable toy bear in a cage, which they sold to fans of the movie!
