Slutty Glasses, Flip Flops, and Golden Retriever Energy: The TikTok-ification of Press Tours

Slutty little glasses, fashion flip flops and caps. You may be asking what these three things have in common, well, Jonathan Bailey of course!

If you’re anything like me, your algorithm has been INVADED by Mr Bailey on the press tour for Jurassic World: Rebirth. Apart from me now being convinced he’s the epitome of golden retriever energy and seems to have insane chemistry with every single person he comes across - it got me thinking… has TikTok changed the game for press tours?

We’re all so used to the typical press tour where actors are interviewed by a seemingly endless conveyor belt of publications - with the sole goal of achieving mass media outreach. Whilst it's obviously a necessary goal - I think we’ve all also heard celebrities complain about constantly being asked the same questions and often come across as fatigued throughout the entire tour. In some cases it works, in some it doesn't and in some cases it sparks conversation about possible drama amongst the cast - Don’t Worry Darling (iykyk).

Pre TikTok, where virality wasn’t seeked as actively as it is now, the interviews that are most memorable are the ones which are a little bit silly and give space for actors to have some fun. My mind instantly goes to Alison Hammond (arguably as it should) with her infectious laughter and cheeky questions. She possessed an ability to disarm celebrities and subvert expectations of what they’ve grown to expect from an interview - and it generated insane results for This Morning. Like seriously, she married The Rock, kissed Michael Buble and we all remember the Harrison Ford “show me the money” moment. 

I’ve been seeing the Alison approach bleed into interview techniques for current press tours - however, this is to be expected with publications now seeking virality online. Traditional media outlets are asking increasingly cheeky questions, or often referencing other viral moments … hence the birth of ‘slutty little glasses’ in Jonathan Bailey’s case. 

We’re moving away from consumers seeking long-form interviews, and media outlets are pivoting their approach - instead aiming to capture short interview snippets which can be posted directly to TikTok or Instagram. This approach is clearly not ordinary or expected by celebs, and I’ve enjoyed seeing them ask “is that it” at the end of a 45 second interview. 

Another method I’ve seen is the rise in utilising influencers over traditional media outlets during press junkets. It makes perfect sense - TikTokers specifically have highly engaged audiences who consume their content thanks to their personality or niche interests. We all love Amelia Dimoldenberg, but I’ve personally enjoyed watching Nila Varman (for Hits Radio) and Thomas Duke (Stepping Through Film) interview on recent press junkets. Seeing interviewers who are young, authentic and have a genuine passion for film be so appreciative of the opportunity to interview their heroes is something I’ll never get tired of. 

It's clearly a tactic that’s working! I believe the wholesome atmosphere created by interviewers like Nila and Tom disarms celebrities, encourages them to relax and be themselves - which creates countless opportunities for virality. And that’s the case for Amelia too! Her trademark awkward interview style has created way too many viral moments for me to list. I mean Louis Theroux literally recorded and released Jiggle Jiggle after it blew up on his Chicken Shop Date. Seeing the human side to celebrities is SO refreshing - and I think audiences are increasingly seeking more content like this.

As someone who lives and breathes pop culture, it's safe to say I have my apprehensions about some celebrities due to knowing possibly a tad too much about their lives. Tom Cruise fits into this category for me, however, seeing his genuine passion for film making through the relationship he forged with Tom Duke during the Mission Impossible press tour has made me see a different side to him. The content speaks for itself. It’s so clear that the two of them are appreciative of each other, and their mutual passion for film. The result is interview content that is SO inherently watchable. And I for one don’t believe the same impact would have been had through the old arguable stale approach to junkets.

Lets not beat around the bush, press tours are gruelling whatever way they are approached. But I’ve thoroughly enjoyed seeing Jonathan Bailey and Scarlett Johansson genuinely enjoy themselves on the Jurassic World press tour - this was one of my personal favourite interviews. Their chemistry is palpable and it's so evident they enjoyed themselves making this film. Getting a glimpse into their friendship, and their working dynamic has certainly made me consider going to see the new Jurassic World - and before the press tour it was so far off my radar.

I want to leave you with this video, showcasing the pure joy Jonathan Bailey radiated on the press tour - he has so much aura I am jealous.