Ahead of Paramount's Ebenezer trailer premiere inside Hall H at San Diego Comic-Con, Johnny Depp made his first public appearance as Ebenezer Scrooge on the street outside, stepping out in full costume, hair, and makeup to demand a group of carolers stop singing outside his office. The moment, staged in front of unsuspecting convention foot traffic in the Gaslamp Quarter, sent social buzz and press speculation building before Depp had even set foot inside the convention center. That public appearance became the opening beat of a two-part reveal, priming fans and media to be watching closely by the time Johnny reappeared in character inside Hall H for the trailer's official premiere. Rather than a single announcement moment, the strategy turned Ebenezer's first look into a sustained, multi-day story carried by talent, generating over 1.2B+ in total social reach and more than $10M+ in estimated media value across both moments.