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How do you market a movie without a star?The PR Dilemma Amid the Actors' Strike

Marketing a movie presents its inherent challenges, but without a charismatic leader promoting it in the press, doing so adds an additional hurdle — as is the case behind a growing number of recent movies. The Actors Strike of SAG-AFTRA started in Hollywood as the team has learned, or will soon learn.


they cloned Tyrone The premiere event was held in Los Angeles prior to the film’s July 17 release, but no Star Jamie Foxx , who has basically been on the mend since his daughter announced in April that he was recovering after being hospitalized for an undisclosed health problem faded out of public view. Other celebs absent from the red carpet recently for different reasons: Jonah Hill declined to promote Netflix’s citing mental health issues you guys and Ezra Miller didn’t have a relationship with Warner Brother’s media talk. ‘ The Flash in a series about lightning The private lives of stars after Xia’s headlines.

Meanwhile, the ongoing writers’ strike is keeping some big-name creatives from Continue to work on their work – including Barbie co-writer Noah Baumbach skipping film premiere in support The Writers Guild of America – and took away late night TV interviews and SNL as propaganda tools. The SAG-AFTRA strike could make options even more limited, and this month’s high-profile release talent is taking every last chance. Cast members of Mission: Impossible: Dead Reckoning Part 1 and *) were still at the Press interviews scheduled Wednesday and Thursday.

“Jamie is clearly not among us, we definitely feel the difference,” They cloned Tyrone Producer Stephen Love told The Hollywood Reporter before the SAG-AFTRA strike began. “But at the same time, he’s a legend, he’s so celebrated, and whenever he’s in a movie, when people see it and see the marketing for the movie, they still feel his presence.”

A press tour is only one weapon in the film’s marketing arsenal, but it’s seen as an important one. When Strays’s planned June release date was replaced by When moving to August 21, a potential advantage is that the delay could allow WGA to AMPTP Time to resolve the deadlock in the hope that “Late Night” will help promote the erotic comedy featuring Fox, Will Ferrell, Isla Fisher and others voicing a pack of dogs. Alas, there’s no end in sight, though insiders hope Foxx will be involved in some of the Strays press conferences.

“Key stars have to do the necessary promotional tours in support of their films,” said Jason E Squire, professor emeritus and podcast host at the USC School of Cinematic Arts. . Squire) said. The film industry , while stating that medical reasons are an important exception. “It’s an example of balance in Hollywood that’s good for the film and good for the artist. It enhances the artist’s career talking about the work and puts the artist on the radar of the press.”

Promoting a movie without a star isn’t necessarily a new dilemma. Russell Schwartz, an associate professor at Chapman University, recalls several campaigns in which he faced such questions during his tenure as president of New Line Marketing. One is for new world of 17 ), as the media-hating Terrence Malick also didn’t have the support of stars Colin Farrell and Christian Bale after Farrell headed to rehab weeks before its release. The film’s team moved to Oscar-eligible limited releases at the end of the year and then a wide release in February, but the absences were there. “We kind of [lost] our timing,” Schwartz said. “It’s been a tough ride.”

His team had to navigate a different strategy 2006 of Nativity Story thanks to Keisha Castle-Hughes in real life The pregnant, year-old actress plays the Virgin Mary. Schwartz remembers that most of the media opportunities shifted to director Catherine Hardwick and the then-unknown Oscar Isaac who played Joseph, plus they paid more attention to the IP itself. But for Tyrone or strays like they cloned An original movie like this, with no ingrained sense of familiarity to fall back on. (It’s worth noting that streaming companies like Netflix tend to invest less marketing muscle in their games than traditional studios.)

The next few years bring The prevalence of social media has increased resources to reach audiences. Gray Entertainment founder Albert Lieberman, who worked on the Warner Bros. franchises Batman and Harry Potter ) etc., he pointed out that Fox shared with

Tyrone that he posted to his on Instagram last month Millions of Instagram followers posted the trailer as a way for the star to influence popularity. It’s unclear whether the post was effective in drawing attention to the movie itself, as many user comments pointed to similarities between the premise (conspiracy theories surrounding apparent cloning experiments) and a string of rumors surrounding the actor’s real-life recovery place.

During the writers’ strike, marketers have had to double down on less traditional platforms. For Sony’s latest bawdy comedy No Hard Feelings , that means Jennifer Lawrence is not only booking Bravo’s Watch What Happens Live , Also Wings Chat Show on YouTubeHot Ones. “Even with a late night show, I’d try to get Jennifer on the Hot Ones ,” Schwartz said, noting that the show “maybe How, “There’s going to be more talk the next day anyway” instead of the standard interview with the Jimmys.

Nevertheless, given, the discussion of the press tour’s impact on the box office Still going on Flash underperformed. Schwartz said: “Whether star appeal translates into money is always debatable. ’” He noted that the film’s main appeal stems from its DC Comics brand. “Will Ezra’s involvement really be a boost?” I don’t necessarily attribute this. Comscore box office analyst Paul Dergarabedian noted that the media coverage most likely to impact a project’s bottom line tends to come from top figures like Tom Cruise: “The higher the star power, The greater the influence. ”

When asked if Miller’s lack of involvement hurt The Flash’s finances , Lieberman lays out a truism about the marketer’s dilemma: “The one thing nobody can get over is a movie that people don’t like. “

Whether the actors’ strike will spur more turns remains to be seen. See. Earlier this week, SAG-AFTRA sent major Hollywood PR firms Briefing , emphasizing that actors will not be able to promote their work. Project, a publicist quipped THR, “Time to sign influencers. “

Anaja Smith and Mia Galuppo contributed reporting. 1235532379



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