TikTok Killed the Press Junket Star: How Social Media Changed Movie Publicity

Remember when we’d wait ages for those glossy Empire magazine interviews to learn about our favourite actors? Well, those days are proper ancient history now. In 2025, all it takes is a 30-second TikTok of Superman himself, David Corenswet, absolutely losing it over Star Wars to make the internet collectively swoon.

The Death of the Traditional Press Junket

Let’s be honest – who’s got time to read a 5,000-word profile piece anymore? As someone who spent years covering traditional press junkets (and trust me, they were about as exciting as a wet weekend in Bognor), the shift to TikTok-style publicity is nothing short of revolutionary.

Take our new Superman, David Corenswet. Rather than suffering through endless identical interviews about his workout routine and childhood dreams, we’ve gotten to know him through perfectly curated TikTok snippets. That clip of him reciting the entire Millennium Falcon specs? Pure gold. Proper marketing genius, that.

Why TikTok Changed the Game

The beauty of these bite-sized promotional clips lies in their authenticity (or at least the appearance of it). When the Wicked cast broke down in tears sharing their favourite musical memories, it felt genuinely touching. Would that moment have hit the same in a formal BBC Breakfast interview? Not bloody likely.

Marketing boffins have cottoned on to a simple truth: we’re more likely to connect with stars when they’re being their supposedly unfiltered selves. Whether it’s actually authentic or carefully orchestrated is beside the point – we’re all buying what they’re selling.

The Rise of the Internet Boyfriend

David Corenswet’s transformation from “who’s he?” to “internet’s newest boyfriend” is a masterclass in modern publicity. Warner Bros hasn’t just introduced a new Superman – they’ve created a whole personality that fits perfectly into TikTok’s ecosystem. Bit clever, that.

FAQ: Your Burning Questions

Are traditional press junkets completely dead?

Not entirely, but they’re becoming as rare as a decent cuppa in Los Angeles. Major publications still get their exclusive sits-downs, but they’re no longer the primary way stars connect with audiences.

How do studios ensure TikTok content feels authentic?

They’re working with specialist social media teams who understand what resonates with different platforms. The key is making promotional content feel natural and spontaneous, even when it’s carefully planned.

Will this change how future stars are chosen?

Absolutely. TikTok-ability is becoming as important as acting chops. Studios are already eyeing up actors who can create viral moments and connect with audiences through short-form content.

The Future of Movie Publicity

As we barrel through 2025, one thing’s crystal clear: the future of movie publicity is short, sharp, and shareworthy. Traditional press junkets might not be completely six feet under, but they’re certainly on life support.

The real question isn’t whether this new approach works – the numbers speak for themselves. It’s whether we’re creating a system where an actor’s TikTok presence matters more than their actual performance. But that’s a debate for another day, innit?

For now, excuse me while I watch that clip of David Corenswet nerding out over Star Wars for the hundredth time. For research purposes, obviously.