LOS ANGELES — Conventional wisdom in Hollywood has long held that big, lumbering “tentpole” movies require protracted promotional campaigns.

Walt Disney Studios spent more than three years promoting “Tron: Legacy,” which came out in 2010. Warner Bros. began beating the drums for “Godzilla” nearly two years before its 2014 release. Universal Pictures first publicized “The Secret Life of Pets 2” in August 2016; it arrived last month.

But moviedom’s top three marketers, who together control more than $4 billion in annual advertising spending worldwide, say that drawn-out campaigns no longer make sense for most movies. With studio slates now dominated by franchises, these executives are moving in the opposite direction, tightening efforts to as little as four or five months for major releases like “Aquaman,” “Avengers: Endgame” and the coming “Cats.”

“We’re living in an on-demand society where people don’t like to wait,” said Michael Moses, Universal’s president of worldwide marketing, citing the rise of streaming services like Netflix, Hulu and Spotify. “The long journey you used to be able to take the audience on — a teaser to a trailer to TV over a year or longer — isn’t as available anymore.”