In this edition of Cinema Issues we will be talking about press/media junkets.
So as many of you may know when you cover films, sometimes you attend junkets wherein you might get a meet and greet with actors or to see some new footage for a film etc.
These have long been a staple of how Hollywood promotes it’s films. It is a part of the marketing budget and usually is done for the actors benefit as they like to feel important and to have people asking them questions gives them a chance to talk. Now not all actors like it but more often than not they demand it as it gives them a stage.
However with Hollywood going through seismic changes, the age of the junket is coming to an end. Hollywood is starting to realise that target social media advertising gets more engagement, having actors go onto podcasts or YouTube channels where they can be “themselves” and do silly things like spicy wings is better publicity.
In addition press junkets have often been a source of controversy in recent memory, many sound bites and statements that would later go onto haunt productions came from actors at marketing junkets. Increasingly giving the stars a platform to make statements to the press, is becoming a hazard rather than a bonus.
The main reason they have survived this long is because as I said before the stars like them, they enjoy the press lining up to ask them questions, it makes them feel important. Although as Hollywood moves into a post movie star age, when AI stars may begin making appearances in films, or when less films are being made overall, then the negotiating power of the actor ends and with it likely junkets will end too.
With a contracting box office and a renewed rush to make films as cheaply as possible, that includes marketing, overpriced set pieces of yore such as the junket become relegated to a past where movie stars mattered.
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