Morgan Freeman's warm, witty AMA becomes a model for celebrity promo

Morgan Freeman

What happened

Promoting Oblivion, Morgan Freeman answered dozens of fan questions himself with humor and warmth, and the session was held up by the Los Angeles Times as a case study in Hollywood publicists learning how to do AMAs right. It contrasted sharply with other actors' promotional AMAs that flopped around the same period.

The lesson

Personal, funny, unscripted answers from the talent themselves outperform promotional talking points and generate their own press coverage.