TikTok has published an internal research study indicating the movie viewing habits of its users, and how advertisers can use the TikTok Spotlight movie marketing tool released last month. The promotional vehicle was designed to help TikTok users discover films, as well as influence their viewing choices and drive audiences to theaters. TikTok’s research found that 47 percent of TikTok users say that while on TikTok they discovered a new movie coming to theaters, and were “inspired to take action, including 36 percent purchasing a ticket,” which they can facilitate in-app through Spotlight.

“TikTok’s Spotlight option enables entertainment publishers and movie studios to get more direct purchase links in front of interested TikTok users, by adding a dedicated landing page for films in the app,” writes Social Media Today, concluding that “based on these insights, it may well be worth considering for both direct film promotions and tie-ins.”

Among the TikTok data shared on Social Media Today:

• 1 in 3 moviegoers on TikTok say that the app was the source that led them to watch a new movie in theaters
• 62 percent of TikTok moviegoers say that seeing a trailer influenced their decision to go to the theater
• 39 percent of TikTok moviegoers say trends or in-app challenges influenced their decision to go to the theater
• More than 1 in 3 (34 percent) TikTok moviegoers say that TikTok was the source that led them to watch a new movie on streaming

Other findings in the TikTok for Business report break out audience response based on genre with paid TikTok campaigns boosting interest in going to the theater to see a film by type: “+2.3 percent for Animation, +0.9 percent for Action, +1.8 percent for Horror, +1.0 percent for Comedy, +3.2 percent for Romance.”

The report also indicates TikTok campaigns can aid in extending interest in films newly released to theaters, stating that “while 77 percent of of TikTok moviegoers prefer to see movies within 2 weeks of release, campaign flighting should be maintained beyond opening week to reach the additional 18 percent who wait 3-4 weeks.”

Quartz highlights the report’s case study on “Twisters,” writing that “the movie’s TikTok account amassed over 200,000 followers, and ‘Twisters’-related hashtags received over 149 million likes.” The film “blew past expectations and generated $81 million during its opening weekend,” although it’s debatable how much that had to do with TikTok.

“TikTok is making the case that its platform can get more people” back into movie theaters, writes Quartz, sharing what might be welcome news for movie studios.

S&P Global says that worldwide movie theater attendance has declined by 8 percent since 2019. Although it varies by market, and by quarter, another research firm, Advan, places the decline much higher, at up to 45 percent.

Related:
TikTok Partners with Warner Bros. to Become a Discovery Engine for TV and Movies, TechCrunch, 8/8/24
NBC Taps TikTok Influencers to Grab Younger Viewers for NFL Games, Variety, 9/3/24