Margot Robbie’s global tour showcasing Barbie outfits didn’t make its way to New York. Instead of a premiere, a screening of Mattel’s doll-inspired potential blockbuster took place. The absence of the actors due to the strike had a negative impact on public relations, although it went largely unnoticed amidst the extensive $100 million marketing campaign leading up to the film’s $155 million opening weekend in the US. Another film affected by the strike was Oppenheimer, with major stars like Cillian Murphy, Florence Pugh, Matt Damon, Emily Blunt, and Robert Downey Jr. boycotting the US premiere. Only director Christopher Nolan attended a screening to celebrate the crew and craftspeople who contributed to the film. The strike also restricts the stars of popular summer blockbusters from appearing on TV shows, participating in interviews, or promoting their projects on social media. However, Barbie seems unaffected by the strike, as its presence is evident everywhere in Leicester Square. The strike’s impact is especially damaging for major epic films like Indiana Jones and Mission: Impossible. Fortunately, the strike’s effects on the film industry were delayed, allowing Cannes and the release of summer blockbusters to proceed as planned. Nevertheless, non-union workers in the creative industry, such as set designers and stylists, are already feeling the effects of the production shutdown. Sag-Aftra has even published guidelines for non-union social influencers, advising them to avoid promoting studio projects. The strike also poses challenges for below-the-line workers who depend on their work for healthcare coverage. Despite initial doubts, many workers have come to support the strikers and understand the need for fair compensation and royalties. The strike’s impact on film production and marketing resembles that of the pandemic, with shutdowns and workarounds causing anxiety about potential career-ending mistakes. The Venice and Toronto film festivals are also uncertain about the participation of major stars. The strike’s effects may become more noticeable later in the summer, and marketing films without big star-studded openings presents a challenge. However, the Screen Actors Guild has approved the shooting of 39 independent productions during the strike. Although some stars may not be immediately affected financially, the strike could impact opportunities for future beauty contracts or ambassadorships. For stylists and makeup artists who work with actors on red carpets and press tours, the strike could have severe consequences. On the other hand, fashion shoots may become easier to book without the interference of the strike. The film industry is increasingly becoming intertwined with the luxury fashion industry, with fashion houses launching production studios and acquiring talent agencies. Luxury brands rely heavily on celebrities, who often have a more significant social media following than the brands themselves. Despite the inability to attend red carpet events and talk shows, actors can use fashion events as a means of staying in the spotlight. However, self-promotion during the strike carries risks.
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