In the entertainment world, buzz is everything. But can there be too much of a good thing? (Hopefully this is something you’ll have the privilege of questioning in your career.) The recent promotional blitz surrounding the upcoming Wicked film raises an interesting question: is media oversaturation real, and if so, how do you strike the perfect balance?
The Wicked Phenomenon
The highly anticipated Wicked film, starring Cynthia Erivo and Ariana Grande, has been the talk of the town for months. From casting announcements to first-look photos and behind-the-scenes teases, the internet has been flooded with updates even before it hit theaters.
I’m super excited to see this film and have been since the first promo and even though I’ve never seen the musical somehow, I know at least two songs already. Every time we turn around, it feels like there’s a new interview being dropped and you can’t even count the numerous merchandise deals! Even the film’s stars had a good laugh at the fact that they keep crying in their interviews.
Media oversaturation occurs when a project’s promotional strategy bombards audiences with so much content that it loses its impact. Instead of building anticipation, it can lead to disinterest, apathy, or even backlash.
While the goal is to keep audiences engaged and excited, there’s a fine line between building hype and oversaturating the market. For instance, when fans feel like they’ve already “seen the movie” through trailers, interviews, and promotion, they might be less inclined to actually buy a ticket. Audiences can only take in so much before even the most devoted fans start to feel fatigued—or worse, skeptical and start to question if it is worth the hype. The element of surprise—so crucial to the movie-going experience—can evaporate under the weight of too much exposure. Personally, I’m pausing my active intake of Wicked promo until I hit the theater.
Striking the Right Balance
An example of the other side of the spectrum is Beyonce’s Cowboy Carter album.
The albums first single debuted atop Billboard’s Hot Country Songs chart but as Vox points out, “Beyoncé’s label seemed disinclined to promote the album or its songs beyond the initial drops: ‘Texas Hold ’Em’ received no follow-up music video, and Beyoncé did no regional promotion or in-person radio drop-ins to boost the song’s recognition to radio listeners.”
In this article they continued, “Much of this is understandable as falling within Beyoncé’s brand; her superstardom is powered as much by mystique and glamor as her artistry itself. That mystique lends itself to abrupt album drops with little promotion, but not to over-exposure through traditional industry channels like radio.” Some critics say this is why Beyonce was shut out of the CMA Awards.
As publicists, our job is to create excitement and maintain it, not exhaust it. Here’s how to avoid falling into the oversaturation trap:
- Pace the Content
Instead of releasing all promotional materials in a short period, spread them out strategically to build anticipation without overwhelming audiences. A slow burn is often more effective than a flood and creates a natural anticipation. Same goes for messaging and press releases sent to the media.
- Diversify the Messaging
Instead of hammering the same message, create multiple narratives around the project. Take the project apart piece by piece to help spread the messaging.
- Engage Through Authenticity
Audiences today crave authenticity. A publicist can help you balance getting your message into outlets that suit your audience and doing some things that are outside of the box and spark interest. Knowing when to say “no” is sometimes just as important as what interviews you say “yes” to.
The Wicked promotional campaign is a masterclass in commanding attention, but it also serves as a reminder to tread carefully. It’s a fantastic opportunity for entertainment professionals to study what works and what doesn’t when it comes to sustaining excitement over a long campaign.
So, is media oversaturation real? Absolutely (and again it’s a good problem to have). The key to avoiding it lies in creating a thoughtful, audience-first strategy that leaves them wanting more—not wishing it would end.
If you’re a creator or entertainer looking for help crafting a balanced and buzzworthy publicity strategy, let’s talk! At Breaking Creatives Agency, we specialize in navigating the fine line between building hype and overexposure.