Hollywood finds Bakersfield in the spotlight once again as the new film Honey Don’t!, directed by Ethan Coen, leans into the Central Valley city’s image for its marketing push. The film, which features an A-list lineup headlined by Margaret Qualley, Aubrey Plaza, Chris Evans and Charlie Day, is set in Bakersfield in chatter-filled teaser materials, even though no frame of the movie was shot in the city.
In a social media teaser that’s circulating ahead of the film’s theatrical release this Friday, Charlie Day plays to Bakersfield’s draw. “Tired of taking the same old vacation? Paris? Too French. New York? Too loud! Hawaii? Too much sand,” he wonders in a playful promo. “It’s time you gave yourself a real vacation. I’m Charlie Day. Come with me as we explore the hidden wonders of Bakersfield, California.” The clip blends Day’s quippy narration with scenes from the movie, while Visit Bakersfield amplified the teaser on its own channels, showcasing Day against a backdrop of the downtown skyline and the historic Padre Hotel.
A closer look, however, reveals a different reality behind the marketing magic. Production notes shared with industry outlets indicate that Honey Don’t! was filmed primarily in and around Albuquerque, New Mexico, with Albuquerque serving as a stand-in for Bakersfield and the shoot wrapping in May 2024. This discrepancy between setting and shooting location isn’t unusual in big-budget marketing, but it did catch the eye of locals and industry observers.
Megan Simpson, the communications and marketing manager for Visit Bakersfield, acknowledged the trailer’s Bakersfield focus and said city staff were quick to swing behind the promo. Yet she added a caveat: the visible landmarks and the atmosphere shown in the material don’t always align with where the film was produced. “We came across the trailer for the movie, and we were kind of surprised to see it was based in Bakersfield, not shot in Bakersfield,” Simpson told SFGATE. Production info from Screen Global Production noted Albuquerque’s desert environs stood in for Bakersfield’s Central Valley landscape, with filming wrapping around May 2024.
Local responses to the marketing have been mixed but generally positive about the exposure. The footage does highlight Bakersfield’s recognizable spots, including mentions of the Padre Hotel and other downtown landmarks, which led some residents to reflect on the city’s nightlife and cultural scene. Tricia Cooke, Coen’s collaborator and wife of director Ethan Coen, co-wrote Honey Don’t! with Coen, and the project marks a continuation in the director’s current trilogy that began with 2024’s Drive Away Dolls, which also featured Qualley.
From a local perspective, the sentiment is nuanced. While some Bakersfield observers note that the nightlife depicted in online clips isn’t a universal reflection of the city, others welcome the marketing buzz as a chance to showcase what the region has to offer to a national audience. Day’s social-media approach—leaning into Bakersfield’s image—has sparked discussions about how marketing can shape perceptions of a city, for better or worse.
Honey Don’t! is poised to reach audiences this Friday, and for Bakersfield, the film’s marketing push serves as a reminder that a city doesn’t have to host a production to reap marketing rewards. The collaboration between the film’s stars, the Coens, and local promotion teams creates a layer of cross-promo that could translate into future tourism and local business interest, even if the actual shoots happened elsewhere.
What this means for Bakersfield: the city gains national visibility as a cinematic backdrop and a talking point for visitors, while production realities reveal the modern film industry’s global logistics. It’s a reminder that in today’s marketing landscape, perception often travels faster than production schedules—and in Bakersfield’s case, it’s bringing a little extra glow to the Central Valley.
In brief, Bakersfield lands on the national stage as a marketing canvas for a major Hollywood release, even as the film’s production roots lie in Albuquerque. The mix of star power, local promotions, and recognition of the city’s landmarks offers a hopeful glimpse of how cinema and local culture can intersect to spark ongoing interest.
Additional notes for editors:
– Consider adding a sidebar with quick facts: main cast, director, filming locations, and the actual wrap date to help readers understand the distinction between setting and shooting location.
– If possible, gather quick reactions from local business owners near the Padre Hotel and Guthrie’s Alley Cat to add texture on economic impact or tourism interest.
– A follow-up piece after the film’s release could gauge whether Bakersfield experienced any measurable uptick in visits or inquiries tied to the film.