Hollywood Is Obsessed With Red Carpet Influencers — But Are They Worth It?

As a seasoned publicist who has witnessed the ever-evolving landscape of Hollywood, I must say that the influence of content creators has indeed become a powerful force in our industry. Their ability to captivate audiences and drive trends is undeniable, yet it’s a double-edged sword, as they can also bring unwelcome attention or controversy.

During May, videos spread rapidly online that originated from the premiere of “Planet of the Apes Kingdom” in Los Angeles, though perhaps not in the manner that the 20th Century might have anticipated.

The studio asked influencer Easton Simpson to conduct red carpet interviews and produce content alongside the movie’s stars, such as Owen Teague and Freya Allan. Known for amassing over 400,000 TikTok followers due to his peculiar interview style where he starts mumbling in the middle of conversations, confusing his subjects, Simpson decided to incorporate this tactic with the cast. The videos garnered immense popularity, accumulating over 25 million views on Instagram and surpassing 30 million views on TikTok. However, the response soon turned negative as critics accused him of exploiting his platform.

View this post on Instagram

A post shared by Easton Simpson (@es.imps)

Simpson shared with THR several months afterwards that there were more people who found the videos amusing rather than those who considered them disrespectful. He spoke with all the actors following the release, and they all enjoyed it immensely. They were all roaring with laughter at the afterparty.

Initially, Simpson owned a new carpet, and his travel and accommodation expenses were covered for the 20th time, but no charges were incurred according to him. Furthermore, they collaborated with him to invite certain artists believed suitable for the humorous trick; despite the controversy, the studio appeared content with it, Simpson notes. They simply advised him to disregard the criticism (the company did not respond to a request for comment).

Despite the varied responses, Simpson acknowledges that the criticism may have deterred some studios he was in discussions with for future partnerships. He expresses, “Browsing through the comments on my videos, I noticed countless, if not numerous, remarks such as, ‘I didn’t know this movie existed until this interview, and now I plan to watch it.’ This leads him to ponder, “Why aren’t film studios leveraging more influencers to publicize their films?

Should the popular “Planet of the Apes” scene serve as an example, it underscores that influencers continue to wield significant power in Hollywood and this influence isn’t expected to weaken in the near future, despite its delicate nature. Studios desire their large social media platforms but may also encounter unwanted drama, like when creators Savannah Demers and Michelle Kennelly made offensive comments towards a woman wearing a hijab at an event two years ago (they subsequently apologized). Determining whether publicity, positive or negative, equates to box office success can be challenging.

As a gamer, I find myself drawn to influencers because they’re fresh and sparkling, and it feels like I’m not fully immersed in the community if I don’t engage with them. It can be tricky to tell how much impact they have on box office success or viewership ratings, but one thing’s for sure – influencers are everywhere these days, and it seems like every movie is leveraging their power. But why doesn’t this strategy work for every film?

From another perspective, an insider states that conducting a strong marketing campaign is nearly impossible without the assistance of influencers: “It’s challenging to pursue what’s trendy, so you must first make your product appealing before trying to reach a broader consumer audience. These people need to be involved early on to help you achieve this.

In essence, content producers are granted a lot of autonomy. For instance, Allie Tran, a TikTok influencer with over 1 million followers specializing in horror movies, has collaborated on sponsored posts with MaXXXine, A Quiet Place: Day One, and the upcoming Smile 2. She mentions that studios are increasingly telling creators like herself, “Feel free to come up with ideas that you believe will be successful, then submit your drafts, and we’ll simply approve them.” Instead of providing specific video instructions.

She mentions a fresh approach in marketing. It involves simply being authentic to the creator, which builds trust among studios as it consistently works well on your platform. This authenticity is key to success not only for you but also for their marketing efforts.

At the Los Angeles premiere of the horror film “The Substance”, social media influencer Harry Daniels spoke with THR and shared his selective approach towards partnerships, citing his 1.6 million followers and representation by UTA. He prefers to engage in projects that are either financially lucrative or present a compelling opportunity, but only if they resonate deeply with him. “I aim to collaborate on endeavors that align with my personal brand,” said Daniels. The film, which was released on Mubi over the weekend, unfortunately garnered just $3.1 million at the box office.

This story appeared in the Oct. 9 issue of The Hollywood Reporter magazine. Click here to subscribe.

Read More

Sorry. No data so far.

2024-10-10 17:25