The secret to a box office hit? Fan-made TikTok videos. By now, this should be no surprise. According to new data from TikTok, movie reviews, scene reenactments, and trailer reactions made by content creators are the key to generating hype around a new release and drawing in wider audiences. Half their users say they discovered a new movie through the platform, and many of those users are being driven to ticket purchases. Fan-driven content can (and does) outperform traditional marketing tactics, with one Warner Bros. exec saying it’s doing three times better. Creator content even acts as a major predictor of long-term box office performance. Some studios like Warner Bros. have partnered with TikTokers to market their films and create more buzz around a new release past opening weekend, too—playing on the engagement from those who have already seen it, not just the anticipation before. (NPR)
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