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Dec. 12, 2025, 4:16 PM ESTBy Rebecca KeeganLONG BEACH, Calif. — Commuters who were snaking along the 405 freeway in Southern California on Wednesday morning caught an unusual sight. Just about 800 feet above them, a 135-foot orange blimp drifted along the coast. Inside a gondola below the airship, the pilot was gently pumping foot pedals to steer the blimp over the Queen Mary and the L.A. River as the sun rose over the Pacific. The aim of this peaceful morning ride was in fact a bold one: to save independent film, or at least one film. Indie studio A24 rented the blimp to promote “Marty Supreme,” its new Timothée Chalamet movie that rolls out in theaters on Christmas Day. The blimp, which floated from Nashville to Los Angeles last month, is just the latest in a series of unusual marketing techniques the studio is deploying to spread the word about the film, which is about an aspiring ping-pong champion in post-World War II New York.“Marty Supreme” represents A24’s biggest production budget to date, at about $60 million. The marketing is an additional cost, which A24 has not disclosed, though it is widely believed to be less expensive than a traditional campaign because of its reliance more on unconventional stunts than on costly TV and outdoor ads.“It’s both more expensive and less effective to market a movie today than ever before,” said Daniel Loria, senior vice president of the Boxoffice Company, a theatrical e-commerce and data services firm. “Peoples’ attention spans are really divided.”A24 has dropped limited-edition merchandise, like a highly coveted $250 windbreaker, put their star on the cover of a Wheaties box and orchestrated a surprise premiere at the New York Film Festival. With an Instagram post from Chalamet, they alerted fans to a “Marty Supreme” streetwear popup in East Hollywood, generating crowds so big the LAPD was called. Chalamet and the film’s director, Josh Safdie, traveled to a fan event in Sao Paulo, Brazil, where they danced to Soulja Boy’s “Crank That” and handed out orange ping-pong balls. The movie’s maximum effort promotional campaign has even poked fun at itself, in an 18-minute mock Zoom meeting between Chalamet and a marketing team in which he proposed painting the Statue of Liberty orange. The strategy has been both weirder and more original than simply dropping a movie trailer and buying TV ads and billboards, a technique that used to be known as “spray and pray.” That’s because it takes creativity to get people to go see an offbeat movie in a theater in 2025, even when it stars Hollywood’s hottest young actor. During the pandemic, audiences learned to stay home and stream instead of heading to theaters, and domestic box office last year was still 24% below pre-pandemic levels. Enticing ticket buyers for movies that are not part of a well-known franchise is especially hard, and even stars don’t guarantee a big turnout. Despite Dwayne Johnson in the lead, A24’s “The Smashing Machine” opened to a disappointing $6 million in October, and Sydney Sweeney’s “Christie,” from Black Bear Pictures, also underperformed, earning just $1.3 million in a wide opening release.“What used to work doesn’t work now. It’s such a fractured, competitive environment,” said a veteran marketing executive, who spoke off the record because she was not authorized to comment on competitors. “People don’t think they need to go to the movie theaters anymore. The question becomes, ‘Is this theater worthy for me?’”Other studios have also been experimenting with unorthodox promotions this year. To help them open “Final Destination: Bloodlines” this spring, Warner Bros. sent logging trucks spattered with fake blood out onto highways, in a reference to one of the horror franchise’s infamous kill scenes. For an influencer screening of their Stephen King adaptation “The Long Walk,” Lionsgate had the audience walk on treadmills for the duration of the movie. To get crowds to Yorgos Lanthimos’s “Bugonia” this fall, Focus Features held “bald screenings“ for hairless moviegoers, a nod to Emma Stone’s character in the film. (Focus Features is a division of NBCUniversal, the parent company of NBC News.)There is a long history of Hollywood and movie theater owners getting inventive to attract crowds. To generate buzz around the 1973 dystopia “Soylent Green,” some theater owners filled their concession slushy machines with green food coloring, a reference to the film’s title, a mysterious and ultimately cannibalistic food source on an environmentally devastated future Earth. Also in 1973, for “The Exorcist,” theater owners paid to have ambulances parked outside, to imply to would-be moviegoers that the film is just that scary. “The showmanship aspect has always been there,” Loria said. “What’s new is the virality.”“Marty Supreme” will open in 70mm in a handful of theaters in New York City and Los Angeles on Dec. 18, ahead of a nationwide release on thousands of screens on Christmas Day. “This is the type of movie that needs all the help it can get,” Loria said. “It’s coming a week after ‘Avatar: Fire and Ash.’ It doesn’t have IP to grow on. It needs conversation starters.”With Chalamet nominated for a Golden Globe, and a likely Academy Award front-runner, for “A Complete Unknown,” A24 will look to keep the conversation rolling into the New Year. The blimp, however, is on its way home to Nashville.Rebecca KeeganRebecca Keegan is the senior Hollywood reporter for NBC News Digital, where she covers the entertainment industry.
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Savewith a NBCUniversal ProfileCreate your free profile or log in to save this articleBy Steve Kopack and Daniel ArkinNexstar Media Group said Tuesday that the ABC stations it owns and partners with will not resume airing “Jimmy Kimmel Live!” even as Disney brings the program back nationally.”We made a decision last week to preempt ‘Jimmy Kimmel Live!’ following what ABC referred to as Mr. Kimmel’s ‘ill-timed and insensitive’ comments at a critical time in our national discourse,” the company said in a news release. “We stand by that decision pending assurance that all parties are committed to fostering an environment of respectful, constructive dialogue in the markets we serve.”The statement comes after a week of tumult for Disney and its ABC network. Last week, Disney pulled Kimmel’s late-night show from its line-up “indefinitely” after Kimmel criticized Republicans for how they were responding to conservative commentator Charlie Kirk’s killing. “The MAGA gang [is] desperately trying to characterize this kid who murdered Charlie Kirk as anything other than one of them and doing everything they can to score political points from it,” Kimmel said during his Sept. 15 show. Federal Communications Commission Chair Brendan Carr subsequently threatened to “take action” against Disney and ABC over Kimmel’s remarks. But Disney’s decision to pull Kimmel drew criticism from celebrities, as well as consumers. Some protested it, and others announced their decision to boycott Disney. By Monday, Disney announced that Kimmel would return on Tuesday. But station owners Nexstar and Sinclair have stood their ground on pre-empting the show on their ABC affiliates. Disney announces Kimmel show will return to air on Tuesday following suspension02:43The show “will be available nationwide on multiple Disney-owned streaming products, while our stations will focus on continuing to produce local news and other programming relevant to their respective markets,” Nexstar said Tuesday.Nexstar is seeking FCC approval for a $6.2 billion merger with fellow station owner Tegna.Sinclair had said its stations would “air a special in remembrance of Charlie Kirk” in place of Kimmel’s show on Friday and “will not lift the suspension” of the program “until formal discussions are held with ABC.” On Monday, the company said that it would continue pre-empting the program on its ABC stations.Sinclair is currently exploring merger options for its broadcast business, which would also require FCC clearance, CNBC reported.Steve KopackSteve Kopack is a senior reporter at NBC News covering business and the economy.Daniel ArkinDaniel Arkin is a national reporter at NBC News.
October 17, 2025
Oct. 17, 2025, 10:42 AM EDTBy Katherine DoyleWASHINGTON — Ukrainian President Volodymyr Zelenskyy is set to meet with President Donald Trump at the White House on Friday, with long-range Tomahawk missiles and the trajectory of the war with Russia on the agenda as Kyiv intensifies its push for U.S. military aid.The sit-down follows Trump’s phone call Thursday with Russian President Vladimir Putin, during which Moscow warned that a U.S. decision to provide long-range Tomahawks to Kyiv would sharply escalate tensions. The missiles, which could be used to strike deep into Russia, would signal a “qualitatively new stage of escalation,” the Kremlin said.Follow along for live updatesTrump has not announced a decision on the weapons, but adding to the speculation, Defense Secretary Pete Hegseth promised that more “firepower” was coming for Ukraine ahead of a NATO defense ministers’ meeting in Brussels this week. It is not clear whether the Tomahawks were part of that.Zelenskyy arrives in Washington after a night of punishing strikes on Ukraine’s energy infrastructure, underscoring the push for more air defenses and long-range capabilities to pressure Russia to end the war.Trump says he will have another summit with Putin in Budapest02:29The White House meeting on Friday caps a week of back-and-forth signaling from both leaders. Trump has publicly floated the possibility of providing Tomahawks, while Zelenskyy has framed the discussion as part of a broader effort to secure the weapons needed to deter Russia and defend critical infrastructure.Zelenskyy has also struck an optimistic tone, suggesting that diplomatic breakthroughs elsewhere, as Trump has secured a fragile ceasefire in Gaza, could help create momentum for ending the war with Russia.Trump appeared to acknowledge as much in his address to the Israeli parliament on Monday, saying, “Let’s focus on Russia first.”During his campaign for president last year, Trump promised to solve the war within 24 hours, but he has since conceded it is a more difficult task than he anticipated and turned his attention to other conflicts after months of negotiations with Moscow yielded little progress.Returning from the Middle East on Monday, Trump said he was considering approving the Tomahawk missiles, saying they would offer “a new step of aggression” in the war against Russia. He also said he might tell Russia, “If this war is not going to get settled, I’m going to send [Ukraine] Tomahawks.”“We may not, but we may do it. I think it’s appropriate to bring up,” Trump said aboard Air Force One. “I want to see the war settled.”He said he discussed the possibility with Zelenskyy during a call last weekend. “We’ll see,” Trump said.Trump also said this week that he plans to meet with Putin in Budapest in the coming weeks after making “great progress” in their call on Thursday. It would be Trump’s second meeting with Putin in recent months as he seeks to bring the war to a close.Trump said he had asked Putin in a “lighthearted” way if he would mind if he sent Tomahawks and that Putin opposed the move. “What do you think he’s going to say, ‘Please sell Tomahawks?’” Trump joked to reporters.Katherine DoyleKatherine Doyle is a White House reporter for NBC News.
October 24, 2025
An economic roller coaster sends Six Flags America off the tracks
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