Top 10 Movie Promotions Since 2020

Blog Written for PRSSA The Raymond D. Wiley Chapter of Southern Illinois University - Oct 16, 2024

Have you ever watched a movie trailer and thought, "Yup, I’m definitely going to see that"? A great promotion is almost magical—it grips you, pulls you in, and makes you feel like you have to be a part of that cinematic experience. Whether it’s a captivating trailer (or a boring one - somehow those are interesting too), a behind-the-scenes interview, or a well-executed viral campaign, good promotions are what turn movies into must-see events. A well-crafted promo doesn’t just inform—it excites. It stirs up anticipation, giving you a glimpse into the world of the film while leaving you wanting more. And in today’s world, with thousands of films fighting for attention, promotions are more important than ever. Since 2020, over 1,700 (Carollo, 2024) movies have been released in the U.S. and Canada, with about 1,200 movies making it to theaters (The Cinema Foundation, 2023). With that many choices, the promotions often determine which films get noticed and which fade into the background. So, what makes for a great movie promotion? It’s not just about creating buzz—it’s about connecting with the audience, staying true to the movie’s essence, and leaving a lasting impression. When a promotion hits all the right notes, it can help a movie stand out in a crowded market, build cultural relevance, and boost box office success. This article will highlight the top 10 movie promotions for films released in U.S. theaters since 2020. My criteria are based on how these campaigns captured attention, created memorable moments, and built excitement leading up to the release. Let's dive into the best of the best!

Why are Movie Promotions Important?

The success of a movie is no longer determined solely by its release date or critical reviews—it’s often the promotional campaign that can make or break a film. Movie promotions are essential for several reasons:

Building Anticipation:

A good promotional campaign lays the groundwork for excitement long before the film hits the theaters. Trailers, teasers, and interviews provide glimpses into the movie’s world, creating intrigue and giving potential audiences something to look forward to. A well-crafted campaign ensures that by the time the release date arrives, people eagerly await the chance to experience the story.

Increasing Box Office Success:

Ultimately, the goal of movie promotions is to drive ticket sales. By reaching a broad audience and generating excitement, an effective campaign can lead to higher opening-weekend box office numbers. In the competitive world of blockbuster releases, a movie with strong promotion has a better chance of standing out amid the noise.

Expanding the Audience:

Movie promotion isn't just about attracting existing fans; it's about reaching beyond the core audience to attract those who may not have been initially interested. For example, a comic book movie might already appeal to fans of the genre. Still, a creative promotional campaign could expand its reach to general audiences by highlighting its humor, star power, or visual effects. This strategy ensures that the movie appeals to a broader demographic, boosting its overall performance.

Cultural Impact and Longevity:

Some promotions leave a lasting impression on pop culture. When a campaign is well-executed, it can embed a film into everyday conversation, whether it’s through catchphrases, memorable scenes, or viral moments. For instance, when "Barbie" (2023) led people around the world to greet each other with "Hi, Barbie!" it showed how marketing can infiltrate daily life and sustain cultural relevance far beyond its release date. These kinds of moments extend the movie’s life in the public consciousness.

Shaping the Movie’s Legacy:

Promotions can define how a movie is remembered. Iconic promotional strategies like creative teasers, themed merchandise, or engaging fan experiences give the film a personality that transcends the screen. They create a narrative around the film, building an emotional connection with the audience that lasts for years. In short, movie promotions are about more than just advertising. They serve as a crucial bridge between the filmmakers and the audience, setting expectations, generating buzz, and cementing a movie’s place in both the box office and the wider cultural landscape.

What Makes a Movie Promotion Good?

A good movie promotion does more than sell tickets—it creates an experience, fosters emotional connections, and generates lasting buzz. But what exactly makes a movie campaign great? Here are the core elements:

Engagement with the Audience

Audience interaction is at the heart of a strong movie promotion. This could be through social media challenges, online experiences, themed events, or engaging interviews that create excitement and dialogue. The more a campaign integrates into the audience’s daily life, the more successful it is. For instance, the viral "Hi Barbie!" greetings from Barbie (2023) allowed fans to engage with the movie’s world before and after its release, turning a simple phrase into a cultural connection.

Memorable Moments

Iconic, unforgettable moments' drive good campaigns. These could be through a powerful trailer, viral content, or visually arresting posters that stay in the audience’s mind long after the campaign ends. Take Avengers: Endgame (2019) as an example—the strategic, spoiler-free trailers left fans speculating and discussing the plot, which generated widespread organic buzz. These moments elevate the film's presence in public consciousness.

Building Anticipation

One of the most critical markers of great promotion is how well it builds anticipation. From the first teaser to the final trailer, each piece of marketing should work in harmony to build excitement for the movie’s release. Fans should feel as though they've been waiting their whole lives to see the film. Dune (2021), with its teaser trailers, visual posters, and interviews, gradually built a massive sense of anticipation by showcasing its epic scale and otherworldly visuals.

Consistency and Thematic Unity

Great movie promotions are cohesive, with messaging, tone, and visual style staying consistent throughout. The campaign should always tie back to the movie’s core themes and narrative. For example, the marketing for Top Gun: Maverick (2022) focused on legacy, thrill, and pushing the limits— paralleling the movie's plot and spirit. Each promotional piece, whether it was a poster or an interview, consistently reflected these ideas.

Cultural Impact

A successful promotion not only sells the movie but also becomes a cultural phenomenon. Campaigns that tap into broader cultural moments, trends, or values extend the movie’s relevance beyond the theater. Barbie (2023) didn’t just promote a film; it sparked conversations about fashion, gender roles, and nostalgia while creating viral challenges and trends, embedding the movie into daily conversations.

Longevity Beyond the Release Date

A truly effective campaign continues even after the film has hit theaters. Whether through merchandise, streaming content, or ongoing fan-generated content, the movie remains relevant for months. Spider-Man: No Way Home (2021) maintained momentum long after its release through ongoing discussions about the multiverse, fan theories, and additional content drops, ensuring the movie remained a pop culture staple. Creative and Memorable PR Stunts Out-of-the-box thinking makes a movie promotion stand out. Memorable PR stunts, such as unique events, partnerships, or red-carpet moments, can elevate the promotion. The Batman (2022), for example, used minimalism and mystery in its promotional materials, revealing little about the plot but sparking massive fan curiosity through cryptic teasers and posters.

Partnerships and Collaborations

Strategic partnerships can extend a movie’s reach into different sectors of culture. Fashion, gaming, or consumer products help embed the movie into everyday life. Cruella (2021) collaborated with fashion brands to align its villainous couture aesthetic with real-life trends, thereby expanding the movie’s cultural footprint and appealing to new audiences.

PR Messaging that Evolves with the Story

As the campaign progresses, so should the messaging. The early stages might focus on teasing characters and the plot, while later stages can dive deeper into the film’s emotional themes and arcs. A campaign that mirrors the movie’s journey keeps fans engaged at every stage without giving away too much. The PR messaging becomes a narrative in itself, building anticipation and interest. Creative Elements in Movie Promotions Digital marketing and social media campaigns have become essential tools for building hype. Viral campaigns on platforms like TikTok, Instagram, and Twitter keep audiences engaged, and fan generated content often amplifies the buzz. Movies like The Batman (2022) and Spider-Man: No Way Home (2021) encouraged fan speculation and interaction, fueling excitement even before their releases. Pop culture moments and interactive events also enhance the connection with the audience, turning the promotion into a shared cultural experience.

In summary, a good movie promotion sparks conversations, creates memorable moments, and continues to engage audiences long after the credits roll. It doesn’t just sell the film; it becomes a part of everyday life, creating a lasting impression that resonates far beyond the cinema. Top 10 Movie Promotions Since 2020 "Spider-Man: No Way Home" (2021): This film was one of the most highly anticipated releases, largely driven by viral marketing and fan speculation. Even before its first official trailer dropped, rumors of multiple Spider-Men and villains from previous franchises sparked conversation across the internet. When the trailer finally released, it expertly set the tone, beginning with Peter Parker (Tom Holland) grappling with the aftermath of Tony Stark's death, an emotional callback to Avengers: Endgame. The first five seconds alone were enough to hook fans, displaying stellar cinematography and continuity with the MCU. Tom Holland’s interviews also became part of the buzz, particularly one where he mentioned a key scene involving Zendaya, which inadvertently led to spoilers and fueled further excitement. Memes, discussions, and viral posts created a ripple effect that significantly boosted the film’s visibility and made it a must-see in theaters. The anticipation and social media frenzy made this one of the most talked-about movies of the year.

"Barbie" (2023): The marketing for Barbie was nothing short of revolutionary, combining nostalgia with modern branding to reach a diverse audience. With women being some of the top consumers, the film’s campaign capitalized on community-building and buying power through massive brand partnerships (everything from clothing lines to home décor). While the campaign’s vibrant, pink aesthetic played heavily into Barbie’s traditional image, it also carried deeper messaging, suggesting that Barbie’s world wasn’t just for girls—everyone could participate. The promotion also leaned into pop culture, pairing with a popular artist to create a hit song that resonated with the film’s themes, even before the movie’s release. The film also sparked cultural conversations around gender, societal expectations, and empowerment, making it more than just a film about a doll—it became a statement. Its marketing campaign not only boosted box office numbers but also helped shift cultural dialogue.

"The Batman" (2022): The Batman marketing tapped into the nostalgia of older fans while drawing in a new audience with its dark, gritty, minimalist approach. Featuring a new actor, Robert Pattinson, as Batman, it fueled debate about whether he could live up to the role, a point of discourse that kept the film in the public eye leading up to release. The trailers were cryptic, filled with dark tones and iconic imagery like the question mark logo of the Riddler, offering just enough intrigue to get fans theorizing. With Zoe Kravitz stepping into the role of Catwoman, reminiscent of Halle Berry’s version from 2004, the film managed to feel both familiar and fresh. Moreover, The Batman presented a younger, more raw version of the superhero and a lesser-known villain, the Riddler, which opened up a new layer of storytelling. The debate about Batman’s role as a rich white man playing vigilante in a broken city added another layer of cultural discussion that helped the film stand out even more.

"Top Gun: Maverick" (2022): Tom Cruise’s return as Maverick in Top Gun: Maverick drew excitement due to its nostalgic connection to the original film. The promotion leveraged Cruise’s status as an action star known for his dedication to performing dangerous stunts, making interviews and behind-the-scenes footage a significant draw. His involvement in stunt-based marketing—like his Olympic 2028 promotional stunt— further cemented the film’s excitement. The return of Cruise, coupled with his iconic action sequences, created a wave of nostalgia that brought old fans back to theaters while appealing to new audiences who may have missed the original.

"Dune" (2021): With Dune, the marketing focused heavily on its epic scale and star-studded cast. The trailers offered visually stunning landscapes aligned with the film’s grand, alien-like aesthetic, drawing viewers immediately into the world. The lead character, played by Zendaya, narrated the trailer in a way that felt intimate, as if she was speaking directly to the audience. The high-concept sci-fi theme, which involved a messiah figure, drew in fans of the book, while the visuals had a paradoxical calm-yet-ominous vibe. Fashion also played a major role in the film’s promotion, with the cast attending premieres in custom looks that blurred the line between Hollywood and high fashion. Dune influenced film promotion and left a lasting mark on the fashion industry, where celebrity stylists began gaining more recognition and relevance, shifting how movie promotion impacts other industries.

"Avatar: The Way of Water" (2022): The sequel to Avatar rode the wave of anticipation built over more than a decade. The film relied less on heavy PR and more on the legacy of its predecessor, allowing its minimalistic trailers and stunning visuals to speak for themselves. The wait alone generated enough interest, and the film's promise of cutting-edge visual effects kept fans eager for a return to Pandora. The subtle yet powerful campaign, focusing on visual spectacle over celebrity appearances, allowed Avatar: The Way of Water to maintain a mysterious allure leading up to its release.

"Black Panther: Wakanda Forever" (2022): Marketing for Black Panther: Wakanda Forever was emotional and respectful, focusing heavily on the legacy of Chadwick Boseman, who passed away before filming began. The film’s trailers and promotional content paid homage to Boseman while setting the stage for a powerful story continuation. The chemistry of the cast in interviews, combined with standout visuals at premieres, built further hype. The release of Rihanna’s song “Lift Me Up” after a six-year music hiatus also helped build momentum, combining the film’s emotional weight with a powerful musical statement.

"The Suicide Squad" (2021): The Suicide Squad marketed itself as a wild, irreverent romp, with quirky, colorful trailers that showcased the movie’s offbeat tone. The character-specific posters, along with viral marketing campaigns featuring Harley Quinn and Deadshot, helped set it apart from typical superhero movies. Gossip and rumors about the cast, particularly regarding Harley Quinn (Margot Robbie) and Deadshot (Will Smith), helped stir even more excitement and draw in fans curious about the characters and the drama.

"Shang-Chi and the Legend of the Ten Rings" (2021): The marketing campaign for Shang-Chi focused heavily on representation, tapping into discussions about Asian-American identity and the significance of seeing an Asian superhero on the big screen. The film's red-carpet premieres also celebrated Asian culture, with the cast wearing culturally significant outfits that honored their heritage. This emphasis on cultural pride helped make the promotion feel authentic and resonated with a wide audience.

"Oppenheimer" (2023): Oppenheimer stood out for its stark contrast with Barbie, as the two films were released around the same time. While Barbie was light and vibrant, Oppenheimer was dark and intense, and the marketing leaned into this dichotomy. The minimalism in Oppenheimer’s promotion, along with the historical intrigue surrounding the story, captivated audiences who were looking for something more serious. This film’s campaign highlighted Christopher Nolan’s signature storytelling style and used suspense, mystery, and historical weight to pull viewers in. The fact that it came out alongside Barbie only helped its promotion, as people began to talk about the contrast between the two films.

Although the top 10 movie promotions have set a high standard for creativity and audience engagement, there are several honorable mentions that also deserve recognition for their innovative marketing strategies and impactful storytelling.

While these campaigns may not be in the top tier, they still managed to generate significant buzz and connect with audiences in meaningful ways.

1. "Encanto" (2021) – Disney leaned heavily into the cultural representation of Colombia, using social media platforms and musical numbers to draw attention to the film. The viral success of the song “We Don’t Talk About Bruno” also contributed significantly to its post-release promotion.

2. "The Matrix Resurrections" (2021) – Leaned into the nostalgic appeal of the original trilogy. The marketing used cryptic teasers, interactive websites, and the famous red-pill/blue-pill choice to build hype among fans of the franchise.

3. "Sonic the Hedgehog" (2020) – The film initially received backlash for Sonic's design in the first trailer, but the promotion pivoted by listening to fans and redesigning the character. This move turned a negative into a positive and generated significant goodwill and media attention.

4. "Everything Everywhere All At Once" (2022) – This indie film gained traction through word-of mouth, but its promotion did a fantastic job emphasizing its genre-bending, multiverse themes. The viral fan response and cult-like following post-release pushed it into the limelight.

5. "Turning Red" (2022) – Disney/Pixar's use of nostalgic 2000s aesthetics and meme-friendly content made this film relatable to younger audiences. Its virtual promos and social media campaigns targeted at millennials and Gen Z further broadened its appeal.

In the crowded streaming age, effective movie promotion has become more crucial than ever. As audiences have more options at their fingertips, from streaming platforms to video-on-demand services, movies must find creative ways to stand out. Good promotion not only ensures that films succeed in theaters but also plays a significant role in driving home entertainment sales. The COVID-19 pandemic significantly impacted movie releases in 2020 and early 2021. With theaters closing and in-person promotions becoming impossible, studios had to shift strategies. Traditional marketing methods, such as press tours, fan events, and premieres, were no longer viable. This led to an emphasis on digital and virtual approaches, from social media campaigns to online fan experiences and digital premieres. The necessity of these changes accelerated the industry's reliance on virtual tools and more creative online engagement, shaping a new era for film marketing. Theaters faced unprecedented challenges during the pandemic, as many shut down or operated at reduced capacity. Films that would have otherwise been box office hits were either delayed or released directly on streaming platforms. Some studios, like Warner Bros. with Wonder Woman 1984 and Disney with Black Widow, opted for hybrid releases, launching films both in theaters and on streaming services like HBO Max and Disney+. This new approach blurred the lines between traditional box office success and digital streaming dominance. By the end of 2021, movie theaters started to recover, but many movies leaned heavily on digital marketing, virtual fan events, and social media engagement to maintain momentum. Promotions like those for Spider-Man: No Way Home and Dune demonstrated how online buzz and clever digital marketing could effectively replace or enhance traditional advertising. Movie promotions today are a dynamic mix of traditional and modern approaches, with streaming services, social media, and online platforms playing pivotal roles. The pandemic forced the industry to adapt, and now creative, engaging promotional campaigns are more important than ever in securing a film's success, both in theaters and at home.