Is this the start of a trend? After Tom Cruise took to social media to promote the three most hotly anticipated summer tentpoles outside his own film, Barbie filmmaker Greta Gerwig and star Margot Robbie returned the favor on Thursday night.
On Twitter and Instagram, Robbie and Gerwig posted three images of themselves standing in front of promo posters holding tickets for Cruise starring Mission: Impossible — Dead Reckoning, Part One as well as James Mangold’s Indiana Jones and the Dial of Destiny and Christopher Nolan’s Oppenheimer.
The post is simply captioned “Mission: Accepted!” an allusion to Cruise’s earlier post urging fans to go see the big summer movies and also the Mission: Impossible franchise.
In Cruise’s post, the actor and Dead Reckoning director Christopher McQuarrie promoted Indy 5, Oppenheimer, and Barbie. Will Mangold and Indy 5 star Harrison Ford, and Oppenheimer‘s Nolan and star Cillian Murphy now follow suit?
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The cross-promotion will be a welcome boost box office returns for Hollywood tentpoles outside of Spider-Man: Across the Spider-Verse underwhelming this summer.
Early tracking suggests Barbie could open to a $70 million to $80 million if not more. Oppenheimer is tracking for a domestic debut in the $40 million range. Despite a mixed critical reception, Indy 5 is tracking to open with a solid $60 million to $70 million over the June 30-July 2 weekend. And Dead Reckoning is looking at a franchise-best opening of $90 million for its extended weekend, which gets underway Wednesday, July 12.
The trend of cross-promotion among Hollywood films is not new. In fact, it has been a common strategy for studios to collaborate and promote each other’s films in order to maximize box office success. However, what makes the recent exchange between Cruise, Gerwig, and Robbie noteworthy is the level of star power involved.
Tom Cruise is one of the biggest movie stars in the world, known for his high-octane action films and his dedication to performing his own stunts. His endorsement of other films carries a lot of weight and can greatly impact their box office performance.
Greta Gerwig and Margot Robbie are also highly respected in the industry and have a substantial fan following. By aligning themselves with Cruise and his Mission: Impossible franchise, they are leveraging his star power to generate buzz and excitement for their own projects.
This type of cross-promotion can be mutually beneficial for all parties involved. Cruise gets to promote other films he believes in and supports, while Gerwig and Robbie benefit from the exposure and credibility that comes with being endorsed by a megastar like Cruise.
It’s also worth noting that the films being promoted are all part of major franchises or have high-profile directors attached to them. Indiana Jones and Oppenheimer are both part of iconic franchises with dedicated fan bases, and Barbie is being directed by Greta Gerwig, who gained critical acclaim for her work on Lady Bird and Little Women. By promoting these films, Cruise, Gerwig, and Robbie are not only generating excitement for their own projects but also contributing to the overall success of these highly anticipated releases.
In an industry where marketing plays a crucial role in a film’s success, cross-promotion has become an effective strategy for generating buzz and driving audiences to theaters. By leveraging the star power of A-list actors and directors, studios can create a sense of anticipation and excitement that can translate into higher ticket sales.
While this recent exchange between Cruise, Gerwig, and Robbie may not mark the beginning of a new trend, it does highlight the power of cross-promotion in Hollywood. As the industry continues to evolve and adapt to changing consumer behaviors, we can expect to see more collaborations and endorsements between filmmakers and actors as they strive to connect with audiences and maximize their films’ box office potential.
Ultimately, cross-promotion is just one tool in the marketing arsenal of Hollywood studios. However, when executed effectively, it can have a significant impact on a film’s success, helping to build awareness, generate buzz, and ultimately drive audiences to theaters. Whether or not this particular exchange between Cruise, Gerwig, and Robbie will have a tangible impact on the box office performance of their respective films remains to be seen, but it certainly underscores the importance of strategic marketing and collaboration in the highly competitive world of Hollywood.
