It has already been a troublesome yr for film theaters, with the North American field workplace down roughly 20 % from final yr. And that was when actors may promote their movies.

With SAG-AFTRA, the actors’ union, on strike as of Friday, its 160,000 members are formally barred not solely from performing in tasks involving the main Hollywood studios but additionally from partaking in any publicity efforts for movies and TV reveals which have already been accomplished.

That means no appearances, both on-line or in individual, together with on the Comic-Con International subsequent week in San Diego, lots of the fall movie festivals, and any film premieres or tv promotional occasions. SAG-AFTRA officers convened convention calls with Hollywood’s prime businesses and publicists this week to clarify the strike guidelines for each the manufacturing and the promotion of coming tasks. And on Thursday, after asserting the strike, the union launched its guidelines for its membership.

“It’s going to be expensive, because the only other way to compensate for the lack of publicity is to buy more noise,” Terry Press, a prime Hollywood marketer, mentioned. “When you don’t have any form of publicity, which is free to a certain extent, you have to try to make up that noise.

“Ultimately, that’s expensive,” he continued, “especially in the summer, where there’s very little advertising that you can actually buy that’s going to capture large groups of people.”

It’s additionally going to be awkward. That was obvious even earlier than the actors’ union introduced on Thursday that it had accredited a strike. A number of hours earlier, the director Christopher Nolan’s starry “Oppenheimer” was premiering in London.

“Oppenheimer” is likely one of the summer season’s most anticipated movies, a film that theater house owners have been pointing to — together with Greta Gerwig’s “Barbie” and the most recent “Mission: Impossible” chapter with Tom Cruise — as one that might pump some life right into a struggling enterprise.

But on the premiere on the Odeon Theater in Leicester Square, it was clear that the strike would have an effect. First the occasion was moved up an hour, in order that the forged filled with boldface names — together with Matt Damon, Emily Blunt, Robert Downey Jr., Florence Pugh and Cillian Murphy — would have the ability to stroll the crimson carpet. Then all of them left earlier than the screening began, in solidarity with the union.

“They are off to write their picket signs,” Mr. Nolan quipped to the group of 800 individuals.

Universal Pictures mentioned that it could nonetheless maintain its New York premiere of “Oppenheimer” on Monday however that not one of the actors would attend.

The lack of buzzy premieres and the same old spherical of publicity for movies is troubling for a movie show business that has been hoping enterprise would improve within the second half of the yr.

The strike can also be regarding for the autumn movie pageant circuit, which counts on actors showing in individual to advertise their status movies geared towards the awards season. “The whole festival circuit, those movies are nothing but publicity driven,” Ms. Press mentioned.

Normally actors on the hunt for Oscar gold make the pilgrimage to Italy for the Venice International Film Festival on the finish of August, then head to Colorado for the Telluride Film Festival after which Canada for the Toronto International Film Festival — the three early stops on the marketing campaign path.

“The grammar of releasing those movies requires the festival circuit,” Ms. Press mentioned. “That is when, I think, you’re going to start to run into serious repercussions.”

Television can also be affected. Despite the Emmy nominations introduced on Wednesday, not one of the actors nominated will have the ability to promote their work. When requested how the awards present — which is scheduled for September however more likely to be postponed if the walkout is extended — might be affected by the strike, Duncan Crabtree-Ireland, the union’s chief negotiator, mentioned: “Our strike rules will not allow any form of promotion for television series, or streaming series that have been produced under these contracts. My expectation is that it will bring any actor participation in Emmy campaigning to a close.”