TikTok helps films thrive in theaters with younger audiences

The news: TikTok is transforming film promotion by driving movie discovery and boosting box office success, according to a report from the platform’s marketing science team.

• The app’s users are 44% more likely than nonusers to visit a movie theater at least once a month.
• Nearly half of TikTok users discover new movies on the platform, and over a third purchase tickets after seeing a movie promoted on TikTok.
• 71% are motivated to see movies in theaters for the immersive experience, and 72% prefer watching movies in theaters with others.
• Paid campaigns on TikTok have proven successful across various genres, with trailers and sneak peeks playing a key role in influencing ticket purchases. Additionally, 62% of TikTok users report that a movie’s actors heavily influence their decision to watch it in theaters, highlighting the importance of star talent in marketing.

Why it matters: The fall movie season remains a crucial period for the release of highly anticipated films like “Beetlejuice Beetlejuice,” “Joker: Folie à Deux,” and “Gladiator II.” The report suggests TikTok is a prime venue for promoting films, and its ability to create buzz could help the film industry continue to recover from its pandemic struggles.

• Campaigns have led to significant box office success, as seen with films like “Twisters” and “Bad Boys: Ride or Die.” These movies employed TikTok-first strategies, including high-impact media placements and creator collaborations, producing strong ROI.
• The study suggests that TikTok’s influence extends beyond the initial release, with users continuing to engage with movie content after watching in theaters. “Deadpool & Wolverine” viewers recreated Deadpool’s dance to NSYNC’s “Bye Bye Bye” on the app, propelling the 24-year-old song into Spotify’s global top 20.
• Fan-posted clips from the Ryan Reynolds film—including the return of fan-favorite characters—went viral on TikTok. With 60% of its opening weekend audience having been ages 18 to 34, this grassroots, meme-driven promotion demonstrates the power of social platforms in boosting films that appeal to younger moviegoers.

Our take: TikTok is working to prove its importance to the US economy as discussions about the app's future in the country continue.

While older adults increasingly opt out of theater experiences—58% of those 55 and older don’t attend cinemas at all—younger audiences (18 to 34) remain enthusiastic about moviegoing. That aligns with TikTok’s ability to engage and influence these demographics.