Between Despicable Me 4 (July 3), Twisters (July 19), and Deadpool & Wolverine (July 26), there aren’t going to be too many open screens in theaters this month. So marketing becomes a huge piece of the puzzle as far as standing out and turning heads goes. This is especially true since all three of those movies stuck to the status quo of jokey, bland Photoshop work.

Give us artistry, lo-fi aesthetics, and a healthy dose of grain to counteract that gloss. Give us the below counter-punches and redistribute some of that summer box-office profit.

Playful

Yes, the MaXXXine (opens July 5) campaign is glossy and A24 is hardly “the little guy” anymore, but Mocean’s teaser is also a lot of fun. Ti West’s trilogy arrives in 1980s Hollywood the best way it can: via the iconic Hollywood sign, now reworked to present the film’s title.

It’s a roadmap. A...