The townsfolk resent those billboards too, and Mildred, an abrasive figure at the best of times, finds herself alienated. But he’s saddled with an incompetent colleague, Dixon (Sam Rockwell), and is facing a terminal cancer diagnosis. Willoughby (a decent, conscientious figure, played with gritty affability) does apply some renewed vigour to the case. I suppose Mildred could have got the same point across via social media, but I doubt a Facebook post would have had the same consequences. So Mildred rents out those rickety yet imposing billboards on the outskirts of town, and on their flaking facades she pastes this punchy message: RAPED WHILE DYING AND STILL NO ARRESTS HOW COME CHIEF WILLOUGHBY?
Her daughter was raped and murdered less than a year ago, and Willoughby and his team have yet to find any suspects. Gift shop worker Mildred Hayes (Frances McDormand) has a message to impart to her fellow residents in the Midwestern town of Ebbing, more specifically to this small community’s well-respected lawman, Chief Willoughby (Woody Harrelson). Who says traditional advertising is less effective than its online equivalent? Whatever else, Three Billboards Outside Ebbing, Missouri advertises the blunt potential of marketing, the old-fashioned way.
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