Universal’s Michael Moses: My Modern Movie Playbook

Summary

Universal’s chief marketing officer Michael Moses argues that theatrical movies are far from dead, noting that Gen Z and Gen Alpha actually crave the communal cinema experience. Drawing on his 25‑year career behind hits like *Wicked*, *Oppenheimer*, and the *Fast & Furious* franchise, he explains how marketers now create urgency in a streaming‑dominated world by leveraging premium formats such as IMAX and positioning directors like Christopher Nolan and Ryan Coogler as brand‑level draws. Moses also highlights the "Chalamet effect"—the power of a generational actor‑promoter—and the resurgence of comedies that can cut through an audience adept at skipping ads.