Currently, TikTok has a powerful hold on culture, and the film industry is no exception. There’s no denying that TikTok has grabbed the attention of young audiences, but how has that made the platform more attractive to Hollywood? Audiences are visiting the box office and streaming services based on how the platform’s creators are reacting to film content. By making viral edits and engaging with scenes, movies — new and old — are increasing in popularity. According to TikTok for Business, “TikTok has become the ultimate ally for entertainment marketers who want to connect with new audiences and convert them into fans,” which makes us wonder: Is TikTok the reason for these movie’s significant success at the box office?
“Anyone But You”, the viral rom-com starring Glen Powell (Ben) and Sydney Sweeney (Bea), has become a victory for Sony Entertainment. Despite its mediocre reviews, its popularity has impressed Hollywood immensely as it gains admiration nationwide. The film had a weak opening on Christmas Weekend, grossing only $8 million; however, business soon after boomed as a result of a proliferation of Tik Tok fans re-enacting scenes and singing the now viral “Unwritten” from the soundtrack. As the film began trending, even the actors joined in on TikTok to re-enact scenes, making it even more popular. By the second weekend, after viral videos had reached everyone’s feeds, sales spiked up by 45.6 percent. By the third weekend, it became the first movie in history released on Christmas Weekend to become the most successful on its third weekend. TikTok’s ability for people to share their experiences led to the unexpected success of “Anyone But You”, but also showcased rom-coms as an enjoyable communal experience.
Producer Will Gluck told the Hollywood Reporter, “I feel the most important thing that’s been missing these last few years is sharing rom-coms with other people.” He seems to imply that its popularity stemmed from people’s entertainment in experiencing love together, not purely TikTok. However, TikTok was the jumpstart to “Anyone But You’s” success and proved to be a more efficient form of word of mouth, spreading ideas in seconds. For example, a stunt by the two stars, Sweeney and Powell, whispering to each other received more views than the trailer itself. At a screening at L.A.’s AMC Grove Theatre on January 14, two USC students said, “We heard about it all from TikTok. All of our friends wanted to see it,” according to the Hollywood Reporter. It is undeniable that the rom-com sprouted from TikTok, and obvious that the producers embraced the marketing capabilities of Tik Tok and how it can reach young audiences quickly. They harnessed the energy of TikTok by simply taking a movie that had the potential to interest a large audience and placing it into everyone’s direct viewing.
Many know (and adore) the original 2004 American teen comedy film “Mean Girls”, starring Lindsay Lohan (Cady Heron) and Rachel McAdams (Regina George), and this year, an adaptation came out. Starring Reneé Rapp (Regina George) and Angourie Rice (Cady Heron), this adaptation is a film version of the Broadway musical. Grossing around $104.4 million worldwide, Paramount’s aggressive digital marketing strategies were highly successful. In an effort to modernize the film, the directors used a heavy hand when it came to social media and TikTok references. Influencers like Chris Olsen, Alan Chikin Chow, Nia Sioux, and The Merrell Twins (Veronica and Vanessa Merrell) appeared during dance breaks and TikTok snapshots. Heavily influencing the TikTok FYP, the “Mean Girls” account racked up 600K followers! Critics were quick to judge the digitized aspect of the movie, Rolling Stone’s David Fear writing that the social media trope began to feel like a “crutch” and the musical numbers “would have benefited from a bit more visual breathing room.” In a stark contrast to the role social media played in “Anyone But You”, the TikTok-ification of “Mean Girls”, while increased publicity and revenue for the movie, ultimately led to tons of hate, making viewers ask the question: was there a need to modernize the cult classic?
TikTok, with over one billion users, has proved to be a successful marketing tool in the film industry. Both “Anyone But You” and “Mean Girls” gained enormous publicity from TikTok, despite facing some negative reviews from critics. A superpower of TikTok is to harness and launch trends into the mainstream. “Anyone But You’s” serenity song and “Mean Girls’” implication of trends are perfect examples. As we approach these next few years, it seems TikTok will become the primary source of movie success. Do you think these movies deserved the fame they received, or were they merely outcomes of TikTok’s impressive marketing capabilities?
