Did TikTok Kill the Press Junket? How Superman’s Marketing Changed Everything

Remember when movie stars would spend weeks trapped in posh hotel rooms, answering the same tired questions about their “craft” and “process”? Well, those days are properly done and dusted, mate. The traditional press junket has gone the way of the dinosaurs, and it’s all thanks to our friend TikTok.

Superman’s New Marketing Kryptonite: The TikTok Effect

When Warner Bros announced David Corenswet as their new Man of Steel, most of us went “David Who-enswet?” But rather than wheeling him out for endless print interviews and Graham Norton appearances, they’ve done something properly clever: they’ve let him be himself on TikTok.

There he was, geeking out over Star Wars like any other millennial bloke, chatting about his awkward teen years, and generally being endearingly normal. And wouldn’t you know it? It worked better than any polished magazine spread ever could. The clips went viral faster than a speeding bullet, and suddenly everyone’s new internet boyfriend was born.

From Press Junkets to Precious Moments

The shift’s been coming for ages, hasn’t it? I spent years covering traditional junkets (picture me, nursing a lukewarm coffee while listening to actors recite the same answers for the fifteenth time that day). Now? It’s all about catching those genuine moments that make stars seem actually human.

Take the Wicked cast – when Ariana Grande and Cynthia Erivo were caught having a proper emotional moment discussing the film’s impact, it wasn’t during a scheduled interview. It was a spontaneous TikTok that resonated with millions. Because guess what? We’re all tired of the perfectly polished PR machine.

Why TikTok’s Taking Over

• Authenticity sells: Unscripted moments hit different than rehearsed interviews
• Shareability factor: Clips spread faster than traditional media coverage
• Gen Z appeal: Younger audiences trust social content over traditional press
• Cost-effective: Less expensive than global press tours

FAQ: The New Era of Movie Marketing

Are traditional press junkets completely dead?

Not entirely, but they’re evolving. Major outlets still get their exclusives, but the format’s shifting towards creating viral-worthy content rather than traditional Q&As.

How are older actors adapting to this change?

Some veteran stars are embracing it brilliantly (just look at Patrick Stewart’s TikTok game), while others rely on younger co-stars or digital teams to handle their social presence.

Does this new approach actually sell more tickets?

Early data from 2025 suggests that films with strong TikTok campaigns are seeing better opening weekend numbers, especially among viewers under 35.

The Future of Film Publicity

Let’s be honest – we’re never going back to the old ways. The genie’s out of the bottle, and it’s doing a dance challenge on TikTok. While some might mourn the loss of in-depth celebrity profiles, the new landscape offers something arguably more valuable: authenticity.

For stars like David Corenswet, it’s a chance to write their own narrative, one 60-second clip at a time. And for us lot? Well, we get to see the human behind the cape, and that’s worth more than a thousand press junkets.

What do you reckon? Has TikTok made movie marketing better or worse? Drop your thoughts in the comments below – bonus points if you share your favourite David Corenswet Star Wars geek-out moment!