For movies to make a splash in an increasingly oversaturated media environment, they have to go big. Enticing audiences away from binge-watching Netflix and into the multiplexes is becoming more and more tricky, so creative thinking is needed.
Blockbusters are now first and foremost an exercise in branding. Stars have to plan entire wardrobes of tie-in outfits for red carpet appearances, while fans must prepare to get their wallets raided by an increasingly mad amount of merchandise.
