![]() “It’s the melding of traditional media and publicity to maximise a live moment and engage audiences to make them feel what it’s actually like to be part of a movie launch.” “Studios have leaned into how important a live moment can be for creating urgency and hype around the release,” says Stephen Naughton, TikTok’s UK entertainment lead. ![]() The company is even testing a ‘Showtimes on TikTok’ feature that links users to local cinema screenings and up-to-the-minute tickets when viewing film-related content.Įventising film releases by livestreaming red-carpet premieres and encouraging TikTok creators to share thousands of pieces of behind-the-scenes content is a popular way to catch the attention of the app’s users and place the theatrical window at the forefront of audiences’ minds. ![]() Clips of the titular doll from Universal Pictures’ M3GAN dancing eerily to a Taylor Swift song have clocked up 2.1 billion TikTok views and helped push the horror title, about an AI doll turned rogue, to $160m - and counting - at the global box office.Īn easily replicated dance teamed with a popular song make for TikTok catnip, but the ability to translate this kind of virality into actual box office is a growing trend in the post-pandemic era.Ī 2021 survey by New York-based market research company Suzy found 41% of global users said they looked up cinema times after discovering a new film on the social-media network 26% went on to purchase a ticket. ![]()
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