Creators on the red carpet is nothing new. For years, studios have invited influencers to premieres to generate excitement around a release, creating social-first content that extends the reach of a campaign beyond traditional media. But while creators on the red carpet have become commonplace, their role has evolved. Creators aren’t just attending these events. They’re helping to cover them.
From interviewing cast members on the red carpet to joining international press tours, hosting livestreams and producing editorial-style content, creators are becoming an established part of the entertainment press ecosystem.
It’s a subtle shift, but an important one. Entertainment journalism remains as valuable as ever. Reviews, criticism, long-form interviews and industry reporting continue to play an essential role in shaping conversations around film and television. But as audiences increasingly consume entertainment through TikTok, Instagram, YouTube and Twitch, studios are recognising that the modern press room looks very different to the one it did a decade ago.
Red carpet correspondent and creator Asante Madrigal recently experienced this first-hand while joining Prime Video’s international press tour for The Boys, travelling across Italy, Mexico and Los Angeles to cover premieres, interview talent and create content alongside established entertainment media.
“Covering The Boys press tour with Prime Video reinforced my belief that creators are becoming a meaningful part of the entertainment press ecosystem, rather than an “addtion” to a traditional media strategy. Across the international press tour, I had the opportunity to cover premieres in Italy, Mexico, and Los Angeles, participate in a Prime Video Twitch livestream, travel alongside members of the cast, and connect with creators and media professionals from different countries. That experience showed me how global these campaigns truly are and how studios are bringing creators into the conversation.
Traditional entertainment journalists continue to play an essential role, but creators offer studios a different way to reach audiences. We often bring highly engaged communities, digital-platform storytelling skills, and a more conversational interview style, making celebrity content feel accessible and entertaining. There is also greater flexibility in the format, tone, and questions creators are able to bring to the red carpet. While studios may still want the core promotional questions covered, creators are encouraged to bring more personality, humor, and authenticity to the interaction. That flexibility is valuable because audiences want content that feels natural on the platforms where they already spend their time. A creator-led interview does not have to look or sound like a traditional red-carpet segment to effectively support a film or television campaign. It can be a short-form video, a livestream, a social clip, or an organic collaboration that continues the conversation after the premiere ends.
My experience with The Boys also gave me a greater appreciation for how much strategy, coordination, and work goes into promoting a major series across multiple markets. It helped me understand where creators can add value within that larger campaign and why studios are increasingly booking them alongside traditional press. Creators are not replacing entertainment journalists, but they are expanding what red carpet coverage can look like and helping studios connect with audiences in ways that feel more personal, global, and native to today’s media landscape.”
– Asante Madrigal
Asante’s experience reflects a broader trend that’s been building across the entertainment industry. Major studios and streaming platforms are no longer viewing creators as simply a promotional add-on. They’re recognising them as trusted storytellers who can interview talent, communicate key campaign messages and reach audiences in ways that feel authentic to the platforms where entertainment is increasingly discovered.
For talent managers, that opens up an entirely new category of opportunity. The creators best positioned to secure these experiences won’t necessarily be those with the biggest followings, but those who can present confidently on camera, ask compelling questions, understand press etiquette and deliver editorial-quality content while representing both themselves and the studio professionally.
The role of the creator continues to evolve, and with it, the expectations of what creators can bring to a campaign.
Studios aren’t replacing journalists, nor should they. They’re recognising that today’s audiences engage with entertainment across a far broader media landscape than ever before. Traditional journalists remain at the heart of that ecosystem, while creators are carving out a place alongside them. The red carpet hasn’t changed but who’s holding the microphone has.
