Hollywood is having trouble filling theaters, so it’s turning to the power of online fandom, hoping digital content creators can help juice more hype for their latest films. Catering to that interest, TikTok is introducing Spotlight, a new suite of tools for film and TV studios to tap into its user base and encourage sales of things like tickets and streaming service subscriptions.
“Whether old or new, TikTok’s algorithm is personalized For You and runs independent of a timeline, so it has the power to breathe new life into past programming, just as effectively as the latest blockbuster hit,” TikTok said in a blog post about Spotlight. (It’s correct: just look how many songs have seen rebirth on TikTok.) “This behavior has made our platform a thriving place for entertainment fans, but until now, there has never been a reliable way for marketers to tap into this unique ecosystem.”
Spotlight is that way, TikTok says.
Here’s how it works: Once a studio partners with TikTok to promote a show or movie, the app will build a hub that includes everything from a description and cast/crew info to movie showtimes and ticket sales to a collection of videos made by TikTokers. This hub will then be automatically linked on all videos about the show or movie.
@tiktoknewsroomIntroducing TikTok Spotlight, a new promotional solution that allows the entertainment industry to harness the power of TikTok fan communities to promote films, TV series and franchises.♬ original sound – TikTok Newsroom
One of TikTok’s early partners to test Spotlight is Max, specifically for HBO‘s Game of Thrones prequel House of the Dragon. So, for example, if a TikToker makes a video about their favorite character from House of the Dragon, the Spotlight hub will be linked from that video, encouraging viewers to go see information about the show–and maybe even subscribe to Max.
Another intriguing element of Spotlight is creator rewards, where TikTokers who make videos about a Spotlighted show/film can earn cool stuff. TikTok tested this element with Warner Bros. earlier this year, promoting Dune: Part Two by rewarding video-makers with custom Dune profile frames for their user icons.
TikTok isn’t disclosing sales numbers, but says that partnership made it “the top driver of traffic to the ticketing hub during opening weekend and the leading share-of-voice in promotion markets within Entertainment.”
“As we navigate the ever-evolving digital landscape, TikTok Spotlight has become an invaluable tool in our marketing arsenal,” Cameron Curtis, Warner Bros. Motion Picture Group‘s EVP of Digital Marketing, added in a statment. “By leveraging TikTok Spotlight, we’ve been able to organically amplify our reach, engage with a diverse audience, and create authentic connections around our films, generating dynamic conversations and user-generated content that elevate the social buzz around our movies.”
With Spotlight now rolling out wide, studios will have the chance to get Gen Z on board with their latest productions–something we know they’re concerned about, since they’re already partnering with other platforms like Roblox, hoping to entice the next generation of moviegoers.
After enduring multiple rounds of bankruptcy filings, Claire's could use a win, and it's hoping that…
'Tis the season for festive holiday beverages, and some of YouTube's biggest channels are raising…
Each week, we handpick a selection of stories to give you a snapshot of trends,…
Stop me if you heard this one before: 4chan and its anti-authoritarian streak are playing a pivotal…
Can generative AI bridge the access gap that has long held back African creators? Google and Idris…
Mark Rober is spending $55 million on a full grade school STEM curriculum that will…