Talent promotion and publicity are back in full swing as actors and studio marketers reunite.

Less than 24 hours after the SAG-AFTRA strike ended, Tom Hiddleston was booking a TV appearance in the U.K to promote the season to finale of Marvel Studios’ series Loki. He’ll then travel to New York, where he and The Marvels star Brie Larson will appear on The Tonight Show.

Larson and her co-stars Iman Vellani and Teyonah Parris plan surprise fans when showing up at screenings of their new superhero movie. Parris appeared at the charity BoxLunch charity in Los Angeles, while Vellani has been booking media interviews to support The Marvels.

While the strike may not have ended in time for these actors to anchor glitzy premieres, any effort is better than none.

During the SAG-AFTRA strike, which lasted 118 days, actors were not allowed to promote or publicize any movie or show from struck member company–the five major legacy studios and streamers Amazon, Apple and Netflix.

For marketers, it was a nightmare scenario. And before the actor work-stoppage, Hollywood writers had gone on strike in May, meaning that late night shows — one of the most important stops heading into a movie’s opening or the premiere of a new show — went dark.

Many movies would have made 10 percent to 20 percent more at the box office more had talent been available to publicize their wares.

That is particularly true for adult-skewing titles, such as Scorsese‘s Oscar hopeful Killers of the Flower Moon, which stars DiCaprio — one of the world’s biggest names who is now free to wield his weight — opposite Lily Gladstone and De Niro.

Kenneth Branagh’s star-studded A Haunting in Venice could have also benefited, considering the its star-studded cast includes Michelle Yeoh and Jamie Dornan.

“These past many weeks and months were obviously devastating for all of us,” says one studio marketing chief. “It underscored the extremely important role stars play in breaking through the cluttered media environment we live in now. Having talent to promote and front our campaigns is a powerful weapon.”

The timing of the end of the strike is opportune for Warner, which has several star-studded December tentpoles Wonka, Aquaman and the Lost Kingdom and The Color Purple. Sans stars, premieres have became scaled-down events, but are likely to rebound in a major way.

SAG reminded members that they should fulfill their contractual obligations and return to work. The union said that “members and influencers may resume services relating to publicity and the promotion of motion pictures produced under the CBA and Television Agreement, without consequence or conflict with the union.”

The sense of relief that marketers feel overall is palpable. “We had so many balls in the air in terms of this plan or that plan, or this junket and that junket,” says one marketing president. “We didn’t know what do to do with the strike still happening, but we had to be at the ready.”