Summer’s Blockbuster Ads Have the Same Message: Come Back to Theaters

·1-min read

For Hollywood, the pandemic was a reminder that studios still need movie theaters to turn a profit on big blockbusters. So the marketing campaigns for this summer’s biggest films are not only selling the movies. They’re selling the theatrical experience, as well. Moviegoers got the first taste of what this pandemic recovery marketing will look like from Marvel Studios, which last month released a sizzle reel of its upcoming films, including the first footage of Chloé Zhao’s “Eternals.” But along with that footage came narration from the late Stan Lee extolling his love of “being with people” and connecting it to experiencing a movie in the theater together by showing footage from an opening night screening of “Avengers: Endgame.”Other studios also have plans to rally around beleaguered cinemas. At Universal, which is getting set to release the next “Fast & Furious” film “F9,” franchise star Vin Diesel has been at the front of a marketing campaign encouraging fans to support their local theaters. In China, where “F9” will be released this weekend, Diesel’s co-star John Cena has been making similar promos on social media in Mandarin. “It’s just common sense that studios need to be part of the campaign to...

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