The extravagant promotions of ‘Wuthering Heights’ and ‘Wicked’: ‘We are reaching a point between the sublime and ridiculous’ | Culture
The line between entertainment and reality is increasingly blurred, particularly within the film industry. The promotional campaign for Wicked: For Good, for example, quickly evolved into a spectacle in its own right, fueled by viral content centered on the dynamic between stars Cynthia Erivo and Ariana Grande.
A New Era of Film Promotion
The marketing for Wicked wasn’t simply about advertising a film; it became a performance itself. The relationship between Erivo and Grande was a central focus, generating memes, videos, and press coverage. This approach isn’t isolated. Similar strategies were employed for the recent remake of Wuthering Heights, with Margot Robbie and Jacob Elordi embracing a neo-romantic aesthetic during premieres, even incorporating weather conditions into their presentation.
Beyond the Screen
This trend extends beyond simply choosing outfits. Robbie, previously known for fully embodying her Barbie character through a series of pink gowns, continued this approach with Wuthering Heights. Actors are increasingly expected to extend their roles beyond the set, participating in events like cooking sessions and quizzes designed for social media engagement.
The promotional efforts surrounding Wicked also drew attention for moments perceived as overly dramatic. During the initial 2024 premiere of the first Wicked film, Erivo’s protectiveness towards Grande – including a gesture of grabbing and kissing Grande’s arm after an interview – sparked discussion, and criticism. Some observers suggested these actions were orchestrated by publicists.
A Broader Trend
This isn’t limited to large-scale Hollywood productions. Spanish cinema is also seeing a similar trend, with actors like Óscar Casas incorporating related activities – such as motorcycle competitions – into their promotional work. Even independent films are adopting these strategies, with actors aligning their public appearances with their characters’ personas.
Jesús Jiménez Fragoso, a film marketing manager, notes that campaigns for Barbie and Charli XCX’s album Brat have set a new standard, with launches now seeking a defining concept, color, or icon. This approach is evolving to the point where contracts may even include clauses for “method dressing” and social media content creation.
Frequently Asked Questions
What is driving this shift in film promotion?
The emergence of digital media and social networks is driving the shift, creating a demand for more immediate and visually engaging content. Audiences are consuming information faster, leading to a focus on superficial and easily digestible promotional material.
Are these promotional tactics always genuine?
The source suggests that many of these tactics are likely devised and scripted by film publicists, raising questions about the authenticity of the interactions between actors and the public.
Is this trend limited to film?
No, this trend extends to television, particularly period dramas like Bridgerton, and even music promotion, as seen with Charli XCX’s Brat album.
As film promotion increasingly resembles a show within a show, it raises questions about the nature of spectacle and its role in contemporary capitalism. Will this trend continue to escalate, further blurring the lines between reality and performance?