Movie theaters have been facing a challenging year, with the North American box office experiencing a 20% decline from last year. This decline occurred even when actors were able to promote their films.
However, now that SAG-AFTRA, the actors’ union, has gone on strike, its 160,000 members are not only prevented from participating in projects involving major Hollywood studios but also from engaging in any publicity efforts for completed films and TV shows. This means no online or in-person appearances, including at upcoming events like Comic-Con International in San Diego and various fall film festivals.
To clarify the strike rules for production and promotion, SAG-AFTRA officials have held conference calls with top Hollywood agencies and publicists. The union also released its rules for members.
The lack of publicity options is expected to be costly, as alternative methods of generating attention would require additional expenses. Terry Press, a prominent Hollywood marketer, expressed the challenge, saying, “When you don’t have any form of publicity, which is free to a certain extent, you have to try to make up that noise.” This becomes especially difficult during the summer when advertising options are limited.
The strike announcement itself created an awkward situation. It coincided with the premiere of Christopher Nolan’s highly anticipated film “Oppenheimer” in London. The premiere had to be rescheduled an hour earlier so that the star-studded cast, including Matt Damon, Emily Blunt, and Robert Downey Jr., could walk the red carpet. However, in a show of solidarity with the union, the cast left before the screening began.
Universal Pictures intends to proceed with the New York premiere of “Oppenheimer” on Monday, but none of the actors will attend. This lack of high-profile premieres and usual publicity activities poses a concern for the struggling movie theater industry, which had hoped for a boost in business in the second half of the year.
The strike also impacts the fall film festival circuit, which relies on actors personally promoting their prestige films, especially those aimed at the awards season. Terry Press highlights the festival circuit’s significance, stating, “The whole festival circuit, those movies are nothing but publicity-driven.”
Typically, actors seeking awards recognition embark on a campaign trail that includes stops at the Venice International Film Festival, the Telluride Film Festival in Colorado, and the Toronto International Film Festival in Canada. However, the strike inhibits actors from actively participating in these crucial events.
Television is not immune to the effects of the strike either. Despite the recent Emmy nominations, nominated actors won’t be able to promote their work. Duncan Crabtree-Ireland, the union’s chief negotiator, anticipates that the strike will bring a halt to actor participation in Emmy campaigning.
Overall, the strike’s impact on publicity for films and TV shows is a cause for concern within the industry. The absence of traditional promotion channels and significant events like film festivals raises questions about how the release and recognition of these projects will be affected.
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