It feels like marketing in our industry has completely evolved. We’re seeing a real shift away from traditional trailers and into immersive, experiential, and even “blink and you’ll miss it” moments that invite audiences to participate instead of just watch.
Some recent campaigns that really stood out to me:
The Drama (2026) blurred reality and fiction by planting a fake engagement announcement in the Boston Globe that spread online like real celebrity news before people realized it was part of the film.
Solo Mio (2026) had Kevin James appear at this year's Super Bowl in character, sitting alone and heartbroken in the stands, a low-cost but high-impact moment that got people talking about the new film.
Marty Supreme (2025) leaned into performance art with viral livestreams, surprise screenings of the first 30 minutes, and Timothée Chalamet showing up in unexpected, in-character public moments.
Severance Season 2 (2025) brought the show into the real world with a live glass cube activation in Grand Central, where the actual lead actors performed mundane office tasks in full view of commuters.
Barbie (2023) absolutely took over the world! A hot pink Xbox, a Burger King “pink burger,” custom Crocs, the Malibu DreamHouse Airbnb, and that wildly popular AI selfie generator all helped the film become a full cultural event.
Smile (2022) might be one of the most unsettling and effective campaigns in recent memory. Actors planted in the background of live MLB broadcasts just… smiling at the camera. It was simple, deeply eerie, and instantly viral.
The Super Mario Bros. Movie (2023) created a full retro “SMB Plumbing” website, complete with cheesy commercials and testimonials, and even shipped products in branded boxes through Amazon.
Glass Onion (2022) took a different route with a Zillow listing that let fans “tour” the mansion, filled with clever story Easter eggs that got people excited about the mystery.
Do you think these experiential campaigns are more effective than traditional marketing? What’s the most memorable or effective film or series marketing you’ve seen recently?
Would love to hear what’s caught your attention and what you think actually moves the needle when it comes to distribution and audience engagement.