2025 Standout Film & TV Promotions So Far

2025 Snapshot of Film & TV Promotions

For those wanting to keep on top of what is happening in the wider film and TV world, here is a roundup of some of the standout promotional activations and how studios go about promoting their titles in a competitive market. Below, you’ll find highlights including FX’s detailed Alien activation, Paramount+’s fan-focused Lodge both at SXSW, Sydney’s pulse-pounding Mission Impossible run, and more. This overview serves as a creative guide for anyone curious about the tactics behind successful film and TV launches and will be part of ongoing series of updates.

Alien Immersive Wreckage Pop-up

FX’s Alien: Earth went beyond typical marketing with an activation that brought fans face-to-face with the eerie world of the series and come face-to-face with a mysterious space vessel crash. Guests arrived as part of guests of the fictional Prodigy Corp and staff in yellow hazmat suits scanned them for alien parasites. Once cleared, participants entered an exploratory mission through the wrecked vessel, completing challenges and handling new alien specimens that revealed secrets from the upcoming series. The experience also featured sneak peeks and hidden Easter eggs from the franchise, creating an immersive journey that teased fans with elements from the new series.

Takeaway: Carefully crafted and in this case scripted immersive experiences can deepen fan connection, teasing content or sneak peeks while and immersing them into the world that is being built.

Paramount+ Lodge Experience

At SXSW, Paramount returned for the third year with a three-storey ski-lodge-themed space that let visitors step inside worlds from their favourite series. Highlights included a pub inspired by Star Trek: Picard and a 1920s speakeasy serving cocktails from 1923, the Yellowstone spin-off. For the studio, it was important not to try and be everything to everybody at this giant pop-up. Instead, they used data and insights from their fans to see what their passions were and what they would likely engage with. Knowing your audience is key.

Takeway: A data-driven focus on core fan interests ensures activations and promotions resonate more deeply than broad, unfocused efforts trying to appeal to everyone.

Mission Impossible Midnight Run

Sydney Harbour transformed into a live-action film set for Mission Impossible – The Final Reckoning. Over 300 runners took part in a secret night run. They raced through tunnels and paths around the iconic harbour alongside projections of Ethan Hunt, all set to the film’s iconic theme and immersive soundscapes. Participants had to decode cryptic clues online to secure their spot. This turned the event into a thrilling puzzle and adrenaline-fuelled adventure.

Takeway; Thinking outside the box and looking at adjacent areas where fans could congregate, such as the running community, creates real-world interactive events that are also social. These events build memorable connections with fans and generate great content.

Additional Mission Impossible Highligh

Before the film’s premiere, Tom Cruise was spotted on top of the BFI IMAX in London, showcasing his trademark daring. This bold stunt, ahead of Cannes and the world premiere, underlined how star power combined with eye-catching stunts captures public imagination. When you have Tom Cruise to hand, this is guaranteed to generate buzz and coverage, as he is known for his bold stunts.

Takeaway: When working with the star of a film to promote your location, outside of interviews, think about what activity and idea fit their character or personality so it looks authentic and gains more attention.

The Accountant 2 Premiere

At SXSW, The Accountant 2 premiered with an activation inviting fans into Christian Wolff’s world. Starting at his Airstream home base, visitors explored photo moments, tried a paintball shooting range to make art, solved giant puzzles, and danced line-style with a live band. The activation was straightforward but gave fans an engaging, action-packed way to celebrate the film’s premiere.

Takeaway: Simple, well-designed activations using something iconic that references the film, in this case an Airstream, can offer meaningful fan experiences without needing a big, complex event.

Minecraft Promotions

The Minecraft movie had a range of promotions aimed at creating buzz across age groups. Villager Rescue – London launched in February as a real-world Minecraft adventure where visitors became heroes rescuing villagers from a zombie attack. Seven interactive rooms involved gathering ingredients, crafting potions, building structures, and battling familiar mobs like skeletons, spiders, and creepers. This family-friendly experience extended its run thanks to the film’s successful theatrical and digital release. Warner Bros’ global marketing included augmented reality Snapchat lenses and quirky fuzzy sheep billboards in Europe, drawing on the film’s world to create buzz and shareable content.

Takeaway: Working with fandom and nostalgia when done correctly can generate fresh excitement among the base, melding physical installations with digital innovation.

Severance at Grand Central

Ahead of Severance season two in January, a glass box resembling the show’s clinical office was set up in New York’s Grand Central Station. The cast performed mundane office tasks inside, contrasting starkly with the station’s opulence. While commuters could not hear conversations, this pop-up in a high-footfall area had members of the public and fans trying to piece together clues about the new season from what they were seeing. Targeting commuters as if they were watching part of a live episode, the event was shared widely on social media by fans eager for content ahead of the new series.

Takeaway: Unexpected, immersive experiences placed in everyday locations captivate audiences and spark organic buzz, especially if it gives them a window into the world of the film or series.