Content creators and film junkets: blurring the line between influencer and journalist

After a press junket hosted by Sam Thompson with Timothée Chalamet and Austin Butler went viral for the reality tv star’s uninteresting questions, is it right to keep pushing content creators and influencers at the helm of interviews?

Jess Bradbury
24th March 2024
Image source: IMDb
After a press junket hosted by Sam Thompson with Timothée Chalamet and Austin Butler went viral for the reality tv star’s uninteresting questions, is it right to keep pushing content creators and influencers at the helm of interviews?

The debate about influencers hosting press junkets for the latest film releases started when former Made in Chelsea star Sam Thomson asked Chalamet, who is the lead actor for Dune: Part Two, what it was like for him and co-star Zendaya to portray the romantic relationship between their characters Paul and Chani. The reality TV star, after rambling on for a while saying "I would find it so hard - like you've obviously got a relationship with somebody who is also your friend, it's not like you actually don't know them, they're actually your friend”, finally got to his question of "is it easier or harder to have a relationship on-screen with someone who you’re actually pals with?". But the question sparked backlash online, quite rightfully, for not only its unrelated position to how the actors experienced making the film, but also its lack of substance.

"It becomes even more apparent that companies are chasing viral moments instead of conducting nuanced and well-researched interviews"

Thompson’s interview is just one example of the major shift occurring within the media landscape at the minute, where online content creators and reality TV stars are favoured for this type of opportunity in contrast to professional broadcasters and journalists. Indeed, this blurring of lines between influencers and journalists is having negative effects for the film industry, as it becomes even more apparent that companies are chasing viral moments instead of conducting nuanced and well-researched interviews. It is unfortunate, however, that with this emphasis on getting these kinds of short, punchy clips for platforms like TikTok that this pattern will likely increase over the next few years. But that’s not to say this shift has not been noticed by those in the industry itself - in fact, renowned actor Stellan Skarsgård recently pointed out the trend of “TikTok question[s]” where interviewers “want one short answer” when Amelia Dimoldenberg asked him what his favourite day on the set of Dune:Part Two was. The difference here to the interview with Sam Thompson is Dimoldenburg’s relevant background in the culture industry, as well as her well-known rigorous interview preparation for her popular red carpet stints. Similarly, Reece Feldman is known for his work as a creator in the film industry, but has first hand experience on sets working as a production assistant. It is also clear to see with Dimoldenberg and Feldman the dedication and passion they have for film, whilst other content creators are merely there to say they have conducted interviews.

The frustration of seeing reality TV stars and influencers at the helm of these interviews is the taking away of opportunities for newer journalists who are pursuing a career in film. After all, the industry is infamously marked by major blocks to those who are breaking into it and opportunities become even fewer and far between when unqualified “stars” are prioritised. More than anything it is disheartening to see journalists who do have interesting questions and the skills to conduct these interviews be dismissed in the hunt for content “worthy” sound bites. After all, it seems to be a bizarre decision by the companies to bring in influencers who know nothing about film to conduct press junkets. This is particularly true when more worthwhile content could be drawn from those who actually care and are knowledgeable about the industry.

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AUTHOR: Jess Bradbury
English lit student with a very good talent for rambling. Twitter/IG @jessbradburyx

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