Now Playing: The Press Tour (Shh, It’s Better Than the Movie)

In the 1999 rom-com “Notting Hill,” the sheepish bookseller played by Hugh Grant goes to a hotel expecting a date with the megawatt star played by Julia Roberts. He is surprised to find he has arrived at a press junket and looks adorably flustered as he’s shuffled from room to room, pretending to be a reporter from Horse & Hound to interview the stars of her space movie.

The sequence is a handy introduction to this strange custom of film publicity: actors sitting in sterile suites for a parade of brief interviews. But these days that almost seems quaint. The press tour has taken on a life of its own, with stars like Dakota Johnson, Jennifer Lopez and Zendaya making news for the tour itself with quippy sound bites, inscrutable looks and fashion moments.

It can be grueling for celebrities. Lupita Nyong’o recently described junkets as a “torture technique” in an interview with Glamour. But these cycles can be more entertaining than the movies themselves. Grant’s bookseller would be baffled to learn that you can categorize the tours as follows:

The Animosity Tour

The promotion stops for nothing, not even cast members who appear to hate being in one another’s company. This seemed to be the case during the cycle for “Atlas,” Netflix’s new sci-fi flick starring Jennifer Lopez and Sterling K. Brown.

During joint interviews, Brown seemed unable to help himself from making fun of Lopez. In one viral moment, he feigned surprise when she said she was Puerto Rican, before repeating her comfort meal of “rice and beans and like, you know, chicken” in overemphasized Spanish.

In another moment, he jumped in and helped her out when her own Spanish failed her. After supplying the right word, he did a little dance. That clip prompted social-media users to wonder what J. Lo did to Brown. During these interactions Lopez looked perturbed, leaving plenty of room for observers to jump to conclusions.