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Fame and Frustration on the New Media Circuit
Publicity used to be so straightforward. Now, for stars and their teams, ‘no one’s sure what works anymore.’
His home wasn’t toured by Architectural Digest and his lies weren’t detected by Vanity Fair.Also missing were many other digital stops that have become staples of the modern media circuit: Hot Ones, Call Her Daddy, Conan O’ Brien Needs a Friend,Mythical Kitchen’s Last Meals. I can’t imagine a more random pairing.” Publicists and execs point to Timothée Chalamet’s A Complete Unknown press run as a model of a campaign that’s mastered the New Media Circuit: ubiquitous yet surprising (flexing music cred with Nardwuar, bro-ing out with Theo Von, clowning around with Brittani Broski), quirky (riding a Lime scooter onto a red carpet), and somehow still intriguing (how was he the only one on a panel of football experts to call Ohio’s win over Miami on College GameDay?). This shift in the press circuit can largely be traced back to late night, where the focus moved from the style of Johnny Carson or David Letterman’s often substantive, sometimes contentious conversations toward viral stunts typified by James Corden’s Carpool Karaoke gimmick and most of the things Jimmy Fallon does on The Tonight Show.
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