Marketing for Hollywood in a post-COVID era

Stuart Morris

Movie marketing has been upended by COVID-19 and the rise of in-home streaming.

On 17 December 2021, I finally ended the driest spell in my cinema-going history and took myself off to see Spider-Man: No Way Home.

Over the course of 18 months, I had done what millions of others were tasked to do throughout the pandemic and turn to home entertainment to satiate my need for high-quality content. But there’s always that itch that doesn’t quite get scratched – the one that home viewing of new-to-market, blockbuster movie titles doesn’t quite reach; where the need for a larger, collective experience remains.

So, like the millions of others around the world, I...

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