Social media not only creates connections but also helps in discovering newly released movies. Marketers knew full well what they were doing to reach TikTok users. In fact, a new study reveals that many users have been flocking to movie theaters thanks to the video-scrolling app.
When browsing your TikTok feed, it's common to see short trailers for upcoming movies on your phone screen. A recent TikTok study (via The Hollywood Reporter) found that 44% of users are more likely to go to the movies than those who don’t. What’s more, 33% actually credit the app as the reason they go to the movies. 47% even find out about new movies through TikTok, leading 42% of users to look up showtimes and 36% to buy tickets. These numbers aren’t surprising, as movies and TV are the fourth most viewed category on the app. That means around 170 million users have been visiting their local cinema.
The survey also revealed that the big secret to connecting users with the latest movies is that ads follow trending content. If users engage with a specific movie's content or challenges, the movie's ad can end up in their feed. Smart marketing strategies like that can make a user 1.5 times more likely to go to the movies. Sony Photos SVP of digital marketing Rose Phillips admits that TikTok plays a big role in the studio’s marketing plan:
“It’s a big piece of the pie for us that we’re thinking about and thinking about in a unique way compared to other social platforms.”
What are some examples of movies that have been heavily influenced by TikTok marketing?
As you might imagine, one movie that fell under the spell of TikTok marketing was Twisters. The summer movie made a huge splash at the box office with an $80.5 million opening weekend in the U.S. You can thank TikTok for helping Universal create an official channel for Twisters, which now has over 270,000 followers. The standalone channel first started with the trailer and then spawned more content over time involving the cast.
Twisters-related videos flooded TikTok. For example, there were clips of attendees showing their before and after viewing the blockbuster in 4DX. There were also videos of users saying they watched the film “for the plot” before zooming in on Glen Powell. More entertaining content emerged, such as the Twisters cast dancing to Charli XCX’s “Apple,” as well as other behind-the-scenes footage.
Katie Hawkins, vice president of digital marketing at Universal Pictures, explained why users are drawn to the film: “I think fans, when they feel like it’s something authentic and relevant to them, that will always translate to reality and, in our case, drive people to see a movie in the theater.”
Bad Boys: Ride or Die also benefited from TikTok marketing by collaborating with the app’s most popular content creators. Khaby Lame, who has 163 million TikTok followers, collaborated with Will Smith and Martin Lawrence, and even made a cameo in their Sony Pictures film. The studio also had TikTok creators show a sneak peek of the trailer, take photos with the leads, and spend a day pitching and producing audience-specific content. These marketing strategies are likely what played a role in the action-comedy film grossing $56.5 million.
It’s clear that social media marketing through apps like TikTok can be an effective way to motivate more people to go out and enjoy a fun movie night.