My latest post for The Hollywood Reporter is a recap of the marketing campaign for Quentin Tarantino’s latest opus, Once Upon A Time…In Hollywood.

The star-powered promotional campaign recreates an industry era where foundational shifts were underway as major events like the Manson Family murders were leading to a loss of innocence.

This mix of fiction and non-fiction is tracking for an estimated $30 million-plus opening weekend. Not being part of a franchise or connected cinematic universe, the campaign has used Tarantino’s name recognition and the fact his movies are celebrated as cultural milestones among cinephiles as a brand hook on which the marketing is hung.

You can read the whole thing here.