New book from A24 chronicles the most memorable movie merch from ‘The Notebook’ to ‘Billy Madison.’
The book also features several texts documenting the history of promotional film products, including interviews with Julio B., who runs the popular merch-focused Twitter account @NightPromoting, as well as former publicists and executives who spearheaded merch programs decades ago.
Their stories trace the boom era back to two particular phenomena that changed moviegoers’ consumer habits: the rise of the summer blockbuster , and the emergence of the VHS tape, which turned movies—once an impermanent, opportune experience—into a tangible, physical object.
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