![]() ![]() ![]() “It’s about how we can enable that theatrical release to become part of the zeitgeist and become a talking point.” “TikTok creates cultural moments,” says Naughton. TikTok does not release viewing figures for its livestreams but the popularity of the hashtag #TopGunMaverick, which has racked up 3.6 billion views, suggests there is a strong case to be made for the app’s contribution towards a $1.5bn box office. He points to the UK release of Paramount Pictures’ Top Gun: Maverick, a film that could not guarantee a Gen Z audience without a full-throttle TikTok campaign that included a livestream from the London premiere. “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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