Paramount's president of global marketing and distribution, Marc Weinstock, explained, "We didn't want to run out and say it's a musical, because people tend to treat musicals differently." This reflects a strategic move to avoid preconceived notions about musicals during marketing.
In the past five years, theaters have struggled with crowds, and even films from celebrated directors like Spielberg haven't succeeded financially. The industry’s nerves suggest a worrying lack of confidence in musical adaptations.
The backlash against poorly received adaptations like Cats and Dear Evan Hansen has made studios anxious about musicals’ viability in theaters, indicating a shift in how these projects are publicized.
Promotional campaigns for new musicals have shifted to obscure their theatrical roots, as seen in the promotional materials for Mean Girls and Wonka, which lack clear musical indicators.
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