Paramount went all out to bring fans into the world of the Duttons ahead of the premiere of Yellowstone Season 5. Fans were invited to dress up like their favorite characters and come to advance screenings of the first episode in more than 120 theaters nationwide. Nearly 300 mailers were sent to superfans, talent and press, and Yellowstone took over Austin’s “College GameDay” with more than 1,000 branded cowboy hats being distributed among the student section of the University of Texas.