The marketing campaign for Jordan Peele’s Get Out follow-up, Us, has been one of sheer genius. In preparation for the film’s release, Monkeypaw Productions created multiple special screenings. One screening, properly called #UsFirst, was exclusively devoted to Black press and Black film journalists who got first dibs at Jordan Peele’s new nightmare. Another, #UsAtHoward, was dedicated solely for the students of Howard University.

The first trailer for Us contains a great nod to the culturally Black institution. Gabe Wilson (Winston Duke) is shown donning a sweater from the HBCU during his first confrontation with “The Tethered,” a group of doppelgängers who resemble the Wilson family.

On Wednesday, 1,500 students lined up in droves outside Howard University’s Cramton Auditorium for the screening of Peele’s latest. Before the movie started, things took a turn for the best among the students in the auditorium. With some impromptu swag surfing and an impromptu step show leading up to the screening of Us, the students of Howard had their Bison pride and bombastic Blackness on display for all to see. (55)

Eventually, Jordan Peele, Lupita Nyong’o and Winston Duke entered the auditorium to a loud round of applause to premiere the highly anticipated horror flick, which has garnered rave reviews from critics. The screening also included a Q&A from the cast which was moderated by Rhea Combs, the curator of film and photography for the Smithsonian National Museum of African American History & Culture. Rhea spoke to the cast about the dual roles they play as well as Lupita Nyong’o in her first leading role. (56) (57)

Jordan Peele also discussed the importance of having Gabe’s character wear a Howard sweatshirt to showcase the family’s attachment to Blackness, and Lupita and Winston also talked about their experience working together again after they co-starred together in Black Panther.

Us hits theaters on March 22. Here are some of the more memorable tweets from #UsAtHoward:


Photo: Tasos Katopodis/Getty Images for Universal Pictures