It takes a quiver of skill sets to mount a marketing campaign for a film or a TV series. But what’s the secret sauce that will turn a compelling story into an overpowering success?

As is evident from the examples below, it doesn’t matter whether the project is based on existing IP (“Avatar,” “Barbie,” “Night Court”) or new material (“Oppenheimer,” “Beef,” “Jury Duty”). What does matter is the strategy behind the campaign and how well it is executed.

The marketing mavens profiled here obviously know how to drive viewer engagement — putting butts in theater seats and pulling eyeballs toward smaller screens. The methods they use vary wildly but are all grounded in a solid connection with a show’s potential viewers, playing on their passions, their memories and, not infrequently, on their FOMO.

Methods range widely. They include re-releasing earlier iterations of the property (“Andor,” “Avatar”); innovative tie-ins with companies such as Airbnb (“Barbie”); provocative trailers (“Beef”); surprise escape rooms (“Glass Onion”); and celeb posts on Instagram and TikTok (“Jury Duty”).

Other campaigns appealed to nostalgia (“Night Court”); created elaborate teaser campaigns (“Oppenheimer”); purchased expensive Super Bowl Spots (“Poker Face” “Guardians of the Galaxy”); and offered consumer products such as coffee mugs and sports jerseys (“Ted Lasso”).

The list goes on, and every new, successful project brings with it new ways of promoting it via a host of innovative and breakthrough initiatives that remind viewers what’s coming up and what they’ll be missing out on if they don’t get in on the action and see what their friends are seeing and talking about on social media.

For editorial questions, please contact Peter Caranicas at [email protected].