This Guardian film column examines how Hollywood press tours have increasingly turned away from substantive interviews towards gimmicky, game-based content, using recent promotional rounds for Steven Spielberg and Christopher Nolan films as examples. The writer notes that even famously serious figures like Nolan have been reduced to answering rapid-fire yes-or-no questions in bite-sized social media clips, arguing this format prioritises virality over insight and leaves audiences with a hollow feeling despite the flurry of information.

The piece contrasts these short, gimmicky clips with longer, more traditional interviews, such as Nolan's appearance on 60 Minutes, noting that both formats now coexist unevenly across the promotional cycle. It highlights a broader trend the author dubs the "Fallon-ification" of journalism, where major stars sit for games and stunts rather than conversations, citing outlets like LADBible hosting celebrities in playful formats instead of traditional Q&A interviews.