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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.
Best kickoff to a yearlong press tour
Pedro Pascal
SNL50 was many things: a celebration of Lorne Michaels, three hours long, and yet another chance to see Meryl Streep and Martin Short together. Perhaps most compelling of the special’s interwoven narratives is who of the contemporary celebrity culture was worthy of playing a part. Sabrina Carpenter was there, yes, duetting with Paul Simon, as was Bad Bunny, but it was the omnipresence of the very game and very charming Pedro Pascal that felt like the biggest announcement of the star’s presence. SNL’s Domingo was solidly a product of 2024, but it was Pascal’s performance in the sketch as Domingo’s brother, Ronaldo, that kicked off his big year featuring four central performances: three on film in Eddington, Materialists, and The Fantastic Four: First Steps, and wrapping up his stint on The Last of Us. SNL50 was chockablock full of celebrities, alums, and well-wishers alike, but it was Pascal’s appearance that felt like the biggest launchpad for the ever-growing and internet-beloved star.
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Best director who became a star
Ryan Coogler
There’s still time for someone from this cast to do the Ella McCay challenge.
Best at doing the most
Timothée Chalamet for Marty Supreme
Where to begin? The blimp, Marty jackets, the orange ping-pong balls, the fake Zoom meeting with his PR team, Susan Boyle, the Sphere, a verse on an EsDeeKid remix — at the time of writing, Timothée Chalamet is still going (probably), working overtime to get butts in theaters and an Oscar in his hand.
