Strauss Zelnick Says a Well-Known Franchise Like GTA Still Needs Marketing: "You Always Have to Go Out and Create Enthusiasm"

Take-Two president Strauss Zelnick said even a well-known franchise like GTA still needs marketing, because "you always have to go out and create enthusiasm." He pointed to the Barbie movie as an example of a globally recognized IP that was still marketed heavily. He noted Rockstar's campaign so far has included a soundtrack album, a Dazed cover story, and an exclusive 27-minute Netflix preview that drew 31.1 million views in four days.