The saying that “all press is good press” perpetuates, even as the media industry and how we consume content rapidly changes. And the person who keeps that phrase near the top of our cultural minds is probably also the publicist for one deranged looking horse that won viral attention over the summer.

We Live in Time” belongs to a hardy, much-loved and critically maligned movie subtype, the Dying Lover Romantic Weepie — a genre so generic that the most famous example is literally titled “Love Story.