According to Deadline, Wilde described the movie during CinemaCon on 26 April as "my love letter to the movies that pushed the boundaries of ambition." She compared it to "Inception," "The Matrix," and "The Truman Show," saying, "Imagine a life where you could have anything you ever, not just the tangible things . . . but also the things that really matter: true love with the perfect partner, real trusted friendships. What would it take for you to give up that perfect life? What are you willing to sacrifice to do what's right? Are you willing to dismantle the system that is designed to serve you?"
In a press release, the studio provided this plot description: "Alice (Pugh) and Jack (Styles) are lucky to be living in Victory, the experimental company town housing the men who work for the top-secret Victory Project and their families. Life is perfect, with every resident's needs met by the company. All they ask in return is unquestioning commitment to the Victory cause. But when cracks in their idyllic life begin to appear, exposing flashes of something much more sinister lurking beneath the attractive façade, Alice can't help questioning what they're doing in Victory, and why. Just how much is Alice willing to lose to expose what's really going on in paradise?"