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How far can reel-driven virality take movie marketing?

With audiences increasingly exposed to a barrage of catchy hooks, memorable choreography, and bite-sized earworms, reel-ification has taken hold of the masses. From a marketing lens, this might seem like an apt trend to be employed to market a movie, but it begs the question: is marketing dictating creativity? If so, how far will this take movie marketing before the fuel runs dry and what are its implications? Experts discuss.