Promoting summer blockbusters has become increasingly complex due to audience fragmentation. Traditional promotional strategies like magazine profiles and press junkets are no longer sufficient. Publicists must now plan appearances on podcasts and consider engaging with unconventional media formats, such as YouTube shows. This shift is evident for both established and aspiring A-listers. Additionally, brands are beginning to use controversial legal tactics against online sellers of merchandise, revealing deeper implications for the creative landscape and the influence of digital sellers.
Promoting summer blockbusters has become increasingly complicated, requiring publicists to strategically select platforms for celebrity appearances, beyond traditional media outlets.
Celebrities must now consider appearances on podcasts and unconventional formats, adjusting to audience fragmentation and new media consumption habits.
The changing media landscape mandates that even beloved A-listers rethink their promotional strategies for films, considering new platforms like YouTube.
Brands are employing controversial legal tactics to target online sellers, highlighting the evolving dynamics within the commercial landscape and its impact on creative works.
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