The way Hollywood promotes its biggest films is changing, and TikTok is at the heart of this transformation. Gone are the days when press junkets were confined to hotel ballrooms and staged interviews. Now, studios are turning to short-form video platforms to create viral moments that captivate global audiences.
The Rise of TikTok in Film Publicity
Recent press events for highly anticipated films like Superman and Star Wars have seen a shift towards bite-sized, shareable content. Clips from interviews, behind-the-scenes footage, and candid moments with stars are being tailored specifically for TikTok, where they can reach millions in seconds.
Why It Works
The strategy is simple: TikTok's algorithm rewards engaging, fast-paced content. By breaking down traditional press junkets into digestible clips, studios can generate organic hype without relying solely on expensive ad campaigns.
- Authenticity: Fans crave unfiltered glimpses of their favourite stars.
- Shareability: Short clips are easily reposted across platforms.
- Cost-effective: Viral moments often outperform paid promotions.
What This Means for the Future
As social media continues to dominate entertainment consumption, expect more studios to adopt this approach. The success of recent campaigns suggests that TikTok will remain a key player in movie marketing—at least until the next big platform emerges.
