Hollywood shifts to influencers, leaving traditional film critics on the sidelines
Movie studios are increasingly using influencers and podcasters for promotion, reducing the role of established film critics.
Modern film marketing now leans heavily on influencers and podcasters, a shift that has diverted attention from traditional press outlets like Access Hollywood. Studios are spending millions on global campaigns, part of which funds outreach to creators who can sway audiences with perceived authenticity. According to talent manager Jax Hillard, this model treats influencers as equal partners, requiring mutual brand alignment rather than simple paid appearances.
The trend echoes the fan-magazine era, when studios controlled content in exchange for exposure. Recent cuts to entertainment news staffs have intensified an "us versus them" dynamic, leaving critics scrambling for relevance amid a crowded influencer landscape.
Why it matters
The change alters how movies reach audiences and threatens the influence of traditional film criticism.
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