Movies are a hot discussion topic on TikTok, and the app is reminding film executives that its community holds sway over pop culture trends. Several stars from #FilmTok are in attendance at the Sundance Film Festival after TikTok invited its silver screen tastemakers to join its contingent at the annual Park City, Utah event.
The creators who are present at Sundance include Joe Aragon (a.k.a. Cinema Joe) and Maddi Koch (a.k.a. Maddi Moo). According to The Hollywood Reporter, the follower counts of the #FilmTok representatives cover a wide range; Spencer Cook‘s 200,000 followers put him on the low end, while The Nobodys top the list with nearly ten million followers.
TikTok’s film community may not get as much attention as the trendsetter readers of #BookTok, but the #FilmTok hashtag has accumulated nearly 46 billion hits to date. The TikTok film discourse often focuses on the sleeper and indie movies that typically show up at film festivals like Sundance. A widespread trend that went viral at the beginning of 2024 focused on a shocking scene from Saltburn, a black comedy directed by Emerald Fennell.
The #FilmTok discourse has been happening for years now, and TikTok has already shown up at festivals with creators in tow. At Sundance, the app seems to be learning from previous mistakes. In 2022, it invited stars like Khaby Lame to judge a short film contest at Cannes. The proceedings drew media attention when the jury president, director Rithy Panh, resigned in protest. Panh claimed that TikTok representatives had attempted to exert their influence on the judges’ decisions.
This time, TikTok is taking a step back. The Hollywood Reporter notes that the app hosted creators at Sundance and connected them with screenings, junkets, and red carpets, but it is not putting any particular demands on their time. “We are bringing them. So, it’s a trip hosted by TikTok, but we’re not paying them to do anything,” TikTok Head of Entertainment for North America Catherine Halaby said in an interview with THR. “It’s up to them how they want to share that experience with their audiences.”
Some creators have already posted takeaways from their experiences at Sundance. Koch cited a psychological thriller called It’s What’s Inside as her favorite of the seven films she watched at the festival.
@maddikoch The BEST movie of Sundance. Definitely a 10/10, and I cannot wait to watch it again. 🎥MOVIE: It’s What’s Inside HUGE plot twist at the end. #sundance #filmtok #tiktokpartner #sundancefilmfestival #itswhatsinside#mustsee #movie#movies #movieclips #movieclips🎬 #indie#indiemovies#greenscreen ♬ original sound – Maddi Moo
TikTok is not the first platform to take a creator-centric approach to Sundance. YouTube made a splash at the 2014 edition of the festival, when it set up shop at a “Main Street” activation. In the decade since, YouTube has doubled down on its Sundance presence. Creators have become part of the mix, too — and it seems like they’ll be returning to Park City for the foreseeable future.
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