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DECEMBER 31, 2025

 

MASTERS OF PRESS

The Year Movie Stars Became Their Own Memes The best, weirdest, and worst press-tour moments of 2025.

By Fran Hoepfner

Photo-Illustration: Vulture; Photos: Getty Images, TODAY via YouTube

It’s no longer enough for a movie to have a memorable poster and a preview. It’s no longer enough to have an A-list cast do a few photo shoots and appear on late-night TV. Audiences want more, and the game book for celebrity press tours is now a game of attention-based hot potato. Casts not only subject themselves to relentless promotion but strive to generate their own story alongside their movie, oftentimes becoming a meme of their own making. 2025 capped off with the bizarre and bemusing press tour for Wicked, which drew upon Barbie’s culture jacking and unprecedented amount of “acting delulu,” perhaps inspiring a number of other celebrities to behave in all sorts of ways as they went out to plug their flicks throughout the year. Most of them did a good job. Some went above and beyond.

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