From cameos in K-pop videos to cooking chimichangas with celebrity chefs, movie stars like Ryan Reynolds are trying ever-more unorthodox stunts to reach fragmented Gen-Z audiences, according to Disney’s marketing chief. Watch ARY News live on live.arynews.
tv The giant Hollywood studio is enjoying a blockbuster summer, with the irreverent superhero movie ‘Deadpool & Wolverine’ becoming its latest film set to pass $1 billion at the global box office this weekend. A post shared by @deadpoolmovie Speaking at Disney’s D23 fan convention Saturday, chief brand officer Asad Ayaz attributed a large part of that breakaway success to stars Reynolds and Hugh Jackman pushing the boundaries of traditional marketing. The A-listers appeared in character for the ‘Chk Chk Book’ music video with Korean pop sensation Stray Kids and joined a YouTube cooking competition with Gordon Ramsay and his 22-year-old daughter.
They also took their world tour to a European Championship soccer match in Germany, a London chicken shop (for a popular online comedy sketch series), and got drenched at a water balloon festival. “We were very lucky and fortunate to have talent..
. who are willing to do things that sometimes actors don’t want to do, like do things in character,” Ayaz told AFP. A post shared by Hollywood Records (@hollywoodrecords) Gen Z, who are roughly aged 12-27, have been particularly difficult for Hollywood and movie theatres to reach in recent years, setting off alarm bells in .