What Next | Daily News and Analysis Why You Can't Avoid Wicked
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Nov 26, 2025 
Michael Schulman, a staff writer at The New Yorker and author of Oscar Wars, dives into the fascinating world of modern movie promotion. He discusses how iconic films like Jaws and Star Wars set the stage for today's elaborate press tours. Schulman shares insights on everything from the strategic tease of Barbie to the accidental cultural collision of Barbenheimer. He analyzes how stars use viral marketing and self-aware promotions to captivate audiences, while also reflecting on the evolution of press tours in a post-COVID landscape.
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Press Tours Became Fan-Driven Events
- Social media expanded press tours into continuous, participatory events where fans dissect everything in real time.
- Michael Schulman notes anti-fans get pulled into the conversation just as much as superfans.
Blockbuster Marketing Created Ubiquity
- Jaws and Star Wars created the template of blitz-style, unavoidable blockbuster marketing that prioritized ubiquity over slow discovery.
- Michael Schulman says this model made films feel inevitable and inescapable.
Hitchcock Controlled The Psycho Experience
- Alfred Hitchcock restricted theater entry to avoid spoiling Psycho's twist and personally handled press to preserve mystery.
- Mary Harris uses this to show filmmakers have long manipulated release environments to create events.
