Can Paramount use “secret screenings” for TikTokers to get Gen Z into movie theaters?

Would you be willing to go see a movie if you knew nothing about its plot, cast, crew, or quality? Paramount is working with TikTok to explore that question.

The 113-year-old Hollywood studio tested a new marketing strategy on January 5, when it invited a group of creators to a special screening of the upcoming horror flick Primate. There was just one important catch: The attendees didn’t know what movie they were about to watch until they were already seated in the theater.

Paramount sweetened the deal by bringing in Primate star Johnny Sequoyah, who made an appearance during the event. Variety describes the “secret screenings” as an ongoing partnership between Paramount and TikTok, who are working together to rethink the concept of a promotional blitz. More events of this nature are expected to occur throughout 2026, though it would ruin the surprise if Paramount revealed which of its films are on the docket.

In the world of movie marketing, TikTok has become a vital platform. The app reported in 2024 that its users are 44% more likely to go to the movies compared to people who aren’t on TikTok. In some specific cases, such as A Minecraft Movie, social media memes have generated enough hype to deliver chart-topping box office numbers. And thanks to a Fandango integration, movie buffs don’t even need to leave TikTok to buy tickets to the latest blockbuster.

Despite all that good news, film studios endured a brutal year in 2025. Though holiday season hits like Zootopia 2 and Avatar: Fire and Ash helped Hollywood rebound in December, the year’s overall box office numbers still came in well below where they need to be.

According to a recent study by the Global Cinema Federation, lack of awareness is one issue that keeps moviegoers out of theaters. With the secret screenings, Paramount and TikTok are flipping that idea on its head. They are trying to determine whether limited knowledge about a film can be a feature rather than a bug.

Those of us who suffer from chronic decision paralysis can see a kernel of sense in Paramount’s topsy-turvy marketing strategy. Between Rotten Tomatoes aggregates, Reddit discussion threads, influencer reviews, and good old-fashioned word of mouth, modern moviegoers arguably have too much information at their disposal. Long gone are the days when a lack of alternative options helped Star Wars become the biggest pop culture phenomenon of 1977. Paramount is trying to bring film buffs back to that mindset, one secret screening at a time.