Slate Daily Feed What Next | Why You Can't Avoid Wicked
Nov 26, 2025
Michael Schulman, a staff writer at The New Yorker and author of Oscar Wars, explores the evolution of movie press tours in the wake of 'Wicked: For Good.' He delves into the blockbuster-era publicity tactics established post-Jaws, the rise of viral marketing with Barbenheimer, and how stars like Timothée Chalamet are reshaping promotional strategies. Schulman also discusses the tension between authenticity and performance in stardom, and how studios are grappling with getting audiences back to theaters.
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Press Tours Live On Social Media
- Social media changed press tours by increasing real-time discussion and fan interaction around every incident.
- That makes criticism and fandom both more immediate and more participatory.
Blockbusters Were Built For Ubiquity
- Jaws and Star Wars established the modern blockbuster model of maximum hype and instant ubiquity.
- That strategy turned movie releases into inescapable cultural events rather than discoveries.
Hitchcock Controlled The Experience
- Alfred Hitchcock forbade actors from doing press for Psycho to avoid spoiling the twist and required audiences arrive at the beginning.
- He manipulated exhibition and publicity to create the film's mystery.
