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TUMBLR is taking fake news to a whole new level.

After promoting a 'lost film' about the Italian mafia, 'Martin Scorsese's Goncharov' is trending all over the social media platform.

2Martin Scorsese is an award-winning Hollywood film directorCredit: Darren Fletcher - The Sun Why is 'Martin Scorsese's Goncharov' trending?

Martin Scorsese's, Goncharov, is the most popular movie on Tumblr right now, although it doesn't actually exist.

Nevertheless, the fake film has been the No1 trending topic on the platform since November 21, 2022, and users are taking it very seriously.

Goncharov has even generated media analysis, gifsets, memes, fan art, original theme music, and more.

The 1973 film allegedly stars Robert DeNiro as a Russian hitman and former club owner. It takes place in Naples, Italy, with other cast members including Cybill Shepherd, Al Pacino, Gene Hackman, and Harvey Keitel.

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The non-existent movie originated with a two-year-old photo posted by Tumblr user, zootycoon, showing a pair of boots with a puzzling block of text.

“The greatest mafia movie ever made. Martin Scorsese presents GONCHAROV,” a film by “Matteo JWHJ0715,” adding that the movie is “about the Naples mafia.”

In August 2020, a Missouri college student reblogged the image on her personal Tumblr with the post gaining massive popularity in November.

According to The New York Times: "Michael Littrell, a musician from Minneapolis, has a theory.

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"After seeing the boots floating around Tumblr for years, Mr. Littrell, who studied journalism in college, started investigating in October and eventually came across an Italian producer named Domenico Procacci. (The same producer named by the boots.)

"From there, he connected the dots to a 2008 film called “Gomorrah,” about Italian organized crime. Mr. Scorsese was not the director, but according to Mr. Littrell, 24, and a years-old story from The Hollywood Reporter, “Gomorrah” had a presentation credit from the famed director when it arrived in the United States."

2Martin Scorsese has three childrenCredit: Getty Images - Getty Who is Martin Scorsese?

Martin Charles Scorsese is an American film director, producer, screenwriter, and actor. 

He is the winner of one Academy Award, one Grammy Award, three Emmy Awards, four British Academy Film Awards, two Directors Guild of America Awards, an AFI Life Achievement Award, and the Kennedy Center Honor in 2007. 

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Some of his most iconic films include Goodfellas (1990), The Aviator (2004), The Wolf of Wall Street (2013), Uncut Gems (2019), and more.

The Hollywood legend has a net worth of $200million, according to Celebrity Net Worth.

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Fans Respond to Hallmark Channels New Movie Strategy

Hallmark Scene from Hallmark Channel's comedy "Haul Out the Holly" including cast members Melissa Peterman and Lacey Chabert

After two decades of mastering the art of pumping out G-rated, romantic TV movies and creating a whole new cable TV niche in the process, the Hallmark Channel recently announced it was ready to evolve creatively, hoping its loyal viewers were ready to grow with it. Network executives announced in August 2022 that they were branching out by finding new ways to define, celebrate, and share love in all its forms and exploring different types of storytelling, including more comedies. If the ratings are any indication, the new strategy has been a slam dunk for the network and its stars.

Hallmark Channel Outperforming All Entertainment Networks as Execs Aim to Celebrate ‘Love of Every Kind’

Hallmark“Time For Him To Come Home For Christmas” was one of seven movies Hallmark Channel premiered during Thanksgiving week in 2022

Hallmark fans are showing up for and applauding the network’s creative growth. Over Thanksgiving weekend, Hallmark Channel debuted seven all-new original movies as part of its annual Countdown to Christmas programming. For the 10th year in a row, viewers flocked to the channel, making it the #1 most-watched network on cable TV during Thanksgiving week among women 18 and over. Hallmark says it blew the competition out of the water, outperforming the nearest entertainment cable network by 119%.

At the Television Critics Association virtual summer press tour in August, Hallmark Media president Wonya Lucas and programming vice president Lisa Day outlined some of the subtle but important changes viewers might notice moving forward, including different types of storytelling and greater inclusivity and diversity — from launching Mahogany, a programming version of Hallmark’s 34-year-old greeting card line written through the perspective of Black women, to the network’s first movie centered around a gay couple in “The Sitter,” premiering December 11.

“Our brand is centered around love of every kind and love for all,” Lucas said. “And, over the last two-plus decades, we have established a programming niche that brings to life the Hallmark brand. The common denominator of our content is love in all its many forms. We believe that all humans deserve and are indeed worthy of love and seeing themselves in loving relationships through our storytelling.”

Hallmark has also been evolving the kinds of movies it produces, allowing its creative teams to think outside the box, from more comedies to getting innovative about how a movie looks and feels.

Daly explained, “We’re giving writers more freedom to dream up different stories. We’re giving directors more freedom to shoot things that look a little different and are more artful in some ways. I think that we’re just trying to push our boundaries in every way we can to give our viewers fresh, lovely, new experiences wherever we can.”

The strategy clearly seems to be working. According to Hallmark Media, the new original movies that Hallmark Channel premiered over the holiday nabbed six of the top 10 spots in most-watched entertainment cable programs during Thanksgiving week. Those included “Haul Out the Holly” starring Lacey Chabert and Wes Brown, the Blake Shelton-produced “Time for Him to Come Home for Christmas,” and “A Holiday Spectacular” featuring the Rockettes.

Wes Brown Says He’s Grateful Fans Are Embracing ‘Newer’ Approach at Hallmark

HallmarkWes Brown and Lacey Chabert star in “Haul Out the Holly” on Hallmark Channel

As part of its evolution, Hallmark Channel tapped its longtime star Lacey Chabert to film her first Christmas comedy, “Haul Out the Holly,” which premiered on November 26. The movie drew in tons of viewers with a star-studded cast including Chabert, Wes Brown, Stephen Tobolowsky, Melissa Peterman, and Ellen Travolta. It not only was a huge hit over the Thanksgiving weekend, but became ad-supported cable TV’s #1 most-watched movie of the year among key demographics.

In an Instagram Live on November 30, Hallmark fan-favorite Brown said knowing the comedy appealed to viewers was a thrill.

“We’re really proud of this film,” he said. “We just got our numbers back and we’re so excited about how well it did, how well it was received. I just really appreciate everyone getting behind something a little newer in the terms of Hallmark world. It was just so much fun to shoot.”

Hallmark’s new strategy seems to be working beyond Thanksgiving week. Nielsen ratings show Hallmark Channel was the third most-watched cable network during primetime throughout the month of November, only behind ESPN and Fox News.

Another huge hit for the network has been the comedy “Three Wise Men and a Baby,” with its first trio of male leads. Based on same-day, live viewing, the movie — which debuted on November 19 — broke Hallmark ratings records dating back to 2019.

Fans have been vocal about how much they love and want more of this expansion in Hallmark’s creative strategy. On December 3, when Hallmark Channel partially live-streamed a Roma Drama Christmas panel featuring the cast of “Three Wise Men and a Baby,” virtual fans were begging for a sequel and others left comments praising Hallmark for the “different” approach.

For instance, one fan wrote, “My husband even watched this one with me!! When it ended, we both said, Wow that was different than most, but really really good! We had fun watching it together.”

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