Perpetual machines can not exist because they violate the laws of thermodynamics. Unfortunately, there are no such laws in modern film advertising.
With the advent of social media, every actor is an ad and every fan is a distribution medium. It goes like this: a well known #human takes a selfie as a comic-book #character for whatever #studio is currently paying the bill. Take Jared Leto, for example, and his painfully slow transformation into the Joker for DC Comics’ upcoming Suicide Squad movie. Each Snapchat image is an ad for an advert of an advertisement that fans enthusiastically share with friends and family. For free. Because we’re fanatics and we’re slightly insane.
The marketing blitz, once confined to a trailer or two, is...
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