It’s commonplace for a Hollywood studio to spend just as much, if not more, to market an event pic as it does to actually make the movie. Selling a summer tentpole is more expensive than ever, and more complicated, amid the proliferation of social media and as the box office continues to find its footing following the pandemic. I haven’t felt this kind of electricity in a long time.” “I’ve probably worked on 250 movies over the course of my career, including Spider-Man at Sony way back in the day.
Everyone wants to be a part of something,” says Warners global marketing president Josh Goldstine, who also did long stints at Universal and Sony. “One of the things about theatrical marketing is that it has the opportunity to engage the cultural zeitgeist in an exciting way.
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