Lionsgate Embraces Tiktok Culture by Hiring Fan Editors for Marketing | AI News Digest
Recent reports indicate that Hollywood studios are increasingly turning to TikTok for cutting-edge marketing strategies, particularly by tapping into fan-made video edits that have surged in popularity. Lionsgate is at the forefront of this trend, having enlisted TikTok editors to craft promotional material for both its new releases and established titles, such as 'The Long Walk' and 'Divergent.' This initiative aims to connect with younger viewers by embracing the distinctive aesthetics and viral styles characteristic of TikTok. Briana McElroy, Lionsgate’s head of worldwide digital marketing, stresses the necessity of speaking the language of fans. The studio's approach illustrates a wider movement within the entertainment industry to engage fan communities and utilize user-generated content as an effective, cost-free marketing tool.
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