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Movie Marketing Chiefs Talk ‘Barbenheimer’ Effect, Handling Reboots and the Primacy of Trailers at Variety’s Entertainment Marketing Summit
Movie marketing chiefs talked about the 'Barbenheimer' effect and other trends at a session held as part of Variety's Entertainment Marketing Summit.
The film business has had to battle its way through everything from COVID shutdowns to strike-induced box office delays to steep competition from a tidal wave of high-priced streaming content over the past seven years. “The thing that is really unbelievably so key about trailers is that you are capturing people right in the place where they’re going to come and see your movie,” said Rebecca Kearey, executive VP and head of international marketing and business operations for Searchlight Pictures. Lang asked the fivesome of marketing mavens about the balancing act of relaunching well-loved franchises, such as Netflix’s upcoming revival of Eddie Murphy’s “Beverly Hills Cop” action-drama film series.
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