2024 Press Tours: From ‘Wicked’ to ‘It Ends With Us’

2024 has seen a fresh wave of movie press tours that have captured public attention, notably with the releases of Wicked and It Ends With Us. Following the sensational success of films like Barbie and Oppenheimer in 2023, expectations were sky-high for this year’s cinematic offerings. While major titles like Deadpool & Wolverine and Inside Out 2 have performed well at the box office, it was Wicked and It Ends With Us that generated the most buzz—often for reasons that went beyond their impressive ticket sales.

Wicked notably surged ahead with a remarkable $164.2 million earned globally in its opening weekend. However, it was the intriguing dynamics during the press tour featuring Ariana Grande and Cynthia Erivo that truly stole the spotlight. Their promotional efforts resulted in memorable and humorous moments, including a viral interview where an innocuous question about “holding space” for the iconic song “Defying Gravity” sent shockwaves through social media. This unexpected viral moment made reporter Tracy E. Gilchrist a household name for a brief period.

On the flip side, the press tour for It Ends With Us was marred by more somber undertones, particularly revolving around the reported friction between lead actors Blake Lively and Justin Baldoni. Initially dismissed as mere gossip, the narrative gained credibility when Baldoni himself acknowledged the existence of “friction” during an interview while simultaneously praising Lively’s talent and contributions.

Despite this turmoil, It Ends With Us achieved a successful opening, grossing $50 million in its first weekend. Yet, the constraints of promoting such a serious film about domestic violence clashed with the lighter promotions led by Lively, leading to a discord in their public imagery.

Comparisons to the notorious press tours of films like Don’t Worry Darling in 2022 highlight how social media’s propensity to amplify every minor incident can put actors in precarious positions. The notion that even the tiniest of remarks or actions can spark large-scale speculation keeps celebrities on edge as they navigate the media landscape.

As we look to 2025, anticipation mounts for an array of blockbuster reboots and sequels. The slate includes high-stakes titles like Mission: Impossible – The Final Reckoning and Jurassic World Rebirth, alongside live-action adaptations of beloved classics such as Snow White. The film industry seems poised for yet another year of compelling press tours and the inevitable intrigue that comes with them.

The unpredictable nature of pop culture continues to flourish, exemplified by unexpected moments from press tours garnering attention. Who would have foreseen that Ariana Grande’s expressive nails and a seemingly simple phrase would top the charts of trending topics? Only time will reveal what surprises the next year holds for fans and film aficionados alike.