Hollywood’s Very Tactile Promotional Culture Learns Not To Touch
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deadline.comBy Michael Cieply Executive Editor With Hollywood under orders to stay out of the office, away from theaters, off the set, and especially at a safe social distance from those most germ-friendly of mass gatherings—film festivals—coronavirus has suddenly clarified a change that crept over movie culture in the decades just past.
As recently as the late 1980s, perhaps into the 1990s, releasing a motion picture was something a studio could do without getting too sticky with people.
To oversimplify just a bit, the process involved a few test screenings, a trailer, some billboards and bus posters, an expensive wave of television advertising, a celebrity appearance or two on the late-night shows, and a whole lot of prayer.
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