TikTok can be a great ally for the movie business.
It's not uncommon to discover the trailer or extracts from a new film on the social network. And this could well be a boon for movie studios.
According to one study, 1 in 3 TikTok moviegoers have gone to see a new film in theatres thanks to the Chinese social network.
TikTok seems to be giving movie fans ideas, and is even encouraging them to visit theatres. So suggests a report by the platform, conducted in the United States.
Forty-seven percent of users surveyed reported discovering a new movie coming to theatres thanks to TikTok, and 34 per cent had learned about the existence of a movie available for streaming thanks to the Chinese social network.
And the trend extends to buying movie tickets.
Thirty-six per cent of those surveyed said they had bought a theatre ticket after discovering a new production on the platform.
The social network has already capitalised on this trend by launching Spotlight, a tool enabling users to buy movie tickets without leaving the application.
Netizens may be used to viewing content on a small screen, but that doesn't mean that they're not prepared to pay to catch movies on the big screen.
And it's precisely the experience of going to a theatre that motivated 71 per cent of those questioned to go to the movies, according to the report.
TikTok users have always been receptive to cinematic productions. In fact, more than 44 per cent of them are more likely to go to the movies at least once a month than non-users.
Certain genres have more success on TikTok users than others, and 67 per cent of TikTok moviegoers say that genre is the most important factor in their decision to go to the movies.
Among the most popular on the platform are romance, animation and horror.
Sixty-two percent of TikTok users said they had been influenced by a trailer shared on the platform in their decision to go see a movie, while extracts and "sneak peeks" shared on the application influenced the decision for 58 per cent of users.
Actors themselves have a role to play too, as 62 per cent of TikTok moviegoers said the film's cast can persuade them to go and see it in theaters.
But the buzz around a movie doesn't stop with a film's promotion: 80 per cent of TikTok users shared their experience on the social network after going to the movies, while "those who discovered entertainment content on TikTok are 1.3x more likely to watch reaction videos from creators", the study points out.
Online buzz contributes to the success of theatrical releases, too.
More than 4 in 10 users say they were motivated by online buzz in their decision to go see a movie in theaters.
"Research shows that ads featuring TikTok trends in the first few seconds are 1.5x more likely to hook attention and keep viewers watching — and 39 per cent of TikTok moviegoers say trends or challenges influenced their decision to go to the theater," the study explains.
As such, TikTok is undoubtedly an ally for the movie business.