The battle for the public between ‘El Hormiguero’ and ‘La Revuelta’, full of meaning for the political polarization that is tearing the country apart, serves to address a much more entertaining topic: the interviews that movie stars give to promote their movie. None of them takes kindly to journalists’ questions, which invariably repeat: “What is it like to work with a director like that?” Tell us about your character. But the contract they signed requires them to set aside a few days for promotion, which in the case of American actors and directors means locking themselves away in a luxury hotel in Madrid – Villamagna, Ritz and now the Four Seasons - or in San Sebastián for its cinema: María Cristina, obviously.
English christens the terms surrounding the promotional circus. It is called the ‘juncato’, which can bring together one or more ‘talents’; On some occasions, to interview the main star it is also necessary to do so with a member of the cast or the director, although these recordings are never transcribed (they will not go to Spain without anyone paying attention to them). The pens waited in the ‘hospitality room’, with canapés and drinks to liven up the wait. Sometimes there are promotional gifts: a notebook, a bag, a t-shirt.
If you are lucky and come from an important media you will have a ‘one on one’ with the star, that is, you will interview him alone. Usually you are part of a small group and take turns asking questions during the allotted time. A terrible word: the ’bites’, the seconds of the declarations that the radio and television broadcast on the red carpet, where they agree on the place to stand and the actor who will stop. There are journalists who have even gone to London invited by the distributor to get a ‘keyword’.
The status of a star is measured by the entourage that accompanies her. Powerful productions, blockbusters from Sony, Warner, Paramount, Disney or Universal, can move dozens of people, including agents, representatives, make-up artists, hairdressers and top executives, to occupy an entire hotel floor. I once interviewed Colin Farrell surrounded by people who turned out to be his friends from Dublin. The common thing is for the star or diva to be alone in front of the recorder, but sometimes a publicist is discreetly positioned in a corner of the room with a stopwatch in hand to measure the time. Lately, a giant chronograph has even been put on display to calculate the last question.
Woody Allen’s publicist may warn you that questions about his dispute with Mia Farrow are off-limits, but it’s up to you to bring up the topic when the talk comes to an end. I argued the hardest in an interview about giving Quentin Tarantino the script for “Inglourious Basterds” so he could sign it. “No! “It’s forbidden!”, shouted the press officer, to the amazement of the director, who was curiously contemplating the Spanish edition, to which he affectionately dedicated it.
Despite the artificial nature of the situation, sometimes there is room for magic. I have interviewed Harrison Ford on several occasions. When I did this for ‘K-19’ they must have forgotten about us and the conversation went on for almost an hour. As he spoke, Indiana Jones felt the wood of the chair with his hand and I couldn’t help but think of his past as a carpenter. In 2017, while promoting ‘Blade Runner 2049’, Ford burst into tears when asked about the dark future that awaits the human species, similar to the landscape presented by the sequel to the science fiction classic. He then left the suite of the Villamagna hotel together with his interlocutor, the actor Ryan Gosling, as surprised as the group of journalists.
For a film enthusiast, it’s a dream come true to have chatted with a Coppola who hums between one question and another, with a Julia Roberts who takes your arm and looks you in the eye when he answers or with a Johnny Depp who, invariably, he will start his interviews hours late. But the best experience in a ‘junkket’ happened with Jeff Daniels on March 9, 2008 at the Las Palmas de Gran Canaria Film Festival. I shared that conversation with a stranger, a colleague from “El Periódico de Catalunya”… who today is my wife and mother of my son. Let’s see who can boast that the protagonist of ‘Dumb and Dumber’ introduced you to your wife.
How has social media changed the traditional model of celebrity promotion and interviews?
Time News Interview: The Glitz and Grit of Celebrity Promotion
Editor (T.N.): Welcome, everyone, to this enlightening edition of Time News! Today, we have the pleasure of speaking with Dr. Maria Lopez, a renowned expert in film promotion and media relations. Dr. Lopez, thank you for joining us!
Dr. Maria Lopez (M.L.): Thank you for having me! It’s a pleasure to be here.
T.N.: Let’s dive right in. The battle between popular shows like ‘El Hormiguero’ and ‘La Revuelta’ reflects a deep political polarization in the country. But you’ve argued that this polarization extends even to the realm of celebrity culture, especially during promotional events. How so?
M.L.: Absolutely. It’s fascinating how the media landscape interacts with celebrity culture, reflecting broader societal divides. For instance, when actors are interviewed to promote their films, the questions often mirror the public’s curiosity and cultural biases. It’s not just about the movie anymore; it’s about identity, politics, and even personal struggles of the stars.
T.N.: That brings us to the promotional circus you mention. The ‘juncato’—an interesting term. Can you explain how this exclusive etiquette shapes the dynamics of interviews with stars?
M.L.: The ‘juncato’ is a phenomenon that underscores the power dynamics at play during these promotional events. When stars gather in luxury hotels, the atmosphere is both glamorous and highly controlled. While it’s an opportunity for journalists to connect with high-profile talents, the restrictive nature of these interviews can reduce meaningful exchanges to mere sound bites. It’s not uncommon for a publicist to dictate the flow of the conversation.
T.N.: Speaking of sound bites, could you elaborate on the role of media representatives in these interviews? How do they influence what gets asked or discussed?
M.L.: Media representatives play a crucial role. They often set the limitations on what can be discussed—essentially scripting the encounter. For instance, with a figure like Woody Allen, a publicist might warn reporters to avoid certain topics. This creates a tension between journalistic integrity and the demands of promotion. Sometimes, the most compelling questions are the ones that get discouraged.
T.N.: You mentioned how the status of a star can be determined by their entourage. Can you share why this is significant for journalists covering these events?
M.L.: The entourage serves as a symbol of the star’s power and influence in Hollywood. A bigger entourage often means more control over the narrative. For journalists, this can complicate their job—having to navigate through layers of protection to get to the heart of the interview. It can turn what should be candid conversations into a strategic game of approval and oversight.
T.N.: That does sound exhausting! Now, with the rise of social media, do you think the traditional film promotional model is evolving?
M.L.: Very much so. Social media has democratized the way stars communicate with their fans. While traditional promotions still hold weight, platforms like Instagram or TikTok allow celebrities to share their thoughts directly with their audience, often sidestepping large media outlets altogether. This could lead to a shift in how films are marketed and what kind of interviews we see in the future.
T.N.: Final thoughts, Dr. Lopez? What do you believe the future holds for celebrity interviews and the political undertones intertwined with them?
M.L.: As our societal values continue to evolve, I believe celebrity culture will increasingly mirror these changes. Interviews may become more authentic as stars advocate for their beliefs. However, the tension between traditional promotion and the desire for genuine connection will likely persist. It’ll be interesting to see how this plays out as we navigate an increasingly polarized climate.
T.N.: Thank you, Dr. Lopez, for this insightful conversation! It’s clear that while film promotion may seem glamorous, it’s intricately linked to broader themes in our society. We appreciate your expertise!
M.L.: Thank you! It’s been a pleasure discussing these important issues with you.