Hollywood publicists are increasingly relying on street interviewers and social media influencers to secure publicity for their clients, a trend that has accelerated as the number of traditional daytime talk shows reaches its lowest point in decades.
Street videographers report a surge in calls from celebrity press agents seeking to capture seemingly candid interviews with stars on the go. The impending conclusion of shows like "Sherri" and "The Kelly Clarkson Show" has reduced the availability of traditional press stops, forcing publicists to find alternative avenues for promotion.
"If you’re a publicist, you need a press stop. You’re lucky if you can get on ‘GMA’ and then get on [Jimmy] Fallon. There are less fancy press stops," one street videographer told the New York Post. The cost of hair and makeup for these appearances can run up to $2,500, prompting publicists to arrange for paparazzi and influencers to capture clients during everyday activities like getting coffee.
This shift impacts even top-tier talent, as late-night shows also face downsizing and fewer guest slots. Popular YouTube shows such as "Hot Ones," "Chicken Shop Date," and "Subway Takes" are booked well in advance.
Public relations representatives note that influencers can be more accessible, sometimes conducting interviews immediately after a client finishes an appearance on a morning show. Some celebrities may find these guerrilla-style campaigns "stupid," but studios are reportedly pushing for them.
"There are so few shows, and it’s harder to get on the shows now," a studio source confirmed. This is compounded by the proliferation of content from streamers and independent producers, all vying for limited promotional slots on networks like "The View," "Kimmel," and others.
Publicists are also inviting influencers to press junkets, a tactic recently highlighted by the promotion for Tom Cruise's "Digger" trailer. Industry reports indicate that podcasts like "New Heights" and "Call Her Daddy," as well as viral online hits such as "Subway Takes," are highly sought-after promotional platforms.
Newer street-level shows, including "Street Hearts," "Hollywood IQ," and "Shop Cats," are emerging to fill the void. These productions are gaining traction, with figures like New York Mayor Eric Adams appearing on "Shop Cats" to promote his mayoral campaign, and Jennifer Lopez promoting Netflix's "Office Romance" on "Street Hearts."
This evolving media landscape has been noted by publications that have detailed how stars like Timothée Chalamet and Andrew Garfield have used unconventional outlets for promotion amidst a constant stream of new online shows and fleeting influencers. "It’s overwhelming," one PR executive commented. "What used to be a matter of managing relationships is now a game of craps, and the truth is, no one’s sure what works anymore."
The trend has been observed in the press for some time, with earlier reports noting the strategic use of viral online appearances by stars. The recent shift in late-night television, including the end of "The Late Show with Stephen Colbert" and Seth Meyers' extended hiatus, along with "The Tonight Show" adopting a four-day work week, further underscores the shrinking traditional media opportunities.