A slight cry of emotion accompanies the opening of the package. Cinemonika leaves the wooden body, the treasure expected for a long time. But here, there are no flower dresses or new makeup products. It is a myriad of products derived from the film. Sinnerscurrently in the cinema.
“Oh, I love the shirt (…) There are even whiskey,” he smiles, before encouraging his 45,000 subscribers to go to the dark room to discover Ryan Coogler’s feature film. These promotional packages, Monika, often receives them. A privilege of cinema influencers.
3 billion visits last year
Like Monika, creators of content specialized in cinema are increasingly numerous on social networks, Tiktok in mind. Its mission is simple: discover the last interior outings, or the oldest films to their subscribers on the application of short videos. Chamber in the hand, share their feelings without filter, make criticism, recreate iconic trends and interview stars under the hashtag #opeddequoi.
In total, Hashtag has more than 50,000 publications. Only in 2024, exceeded 3 billion opinions. So much so that more and more Internet users bet on Tiktok to discover new films and series.
Not watching videos several times a day, Dounia Cracks: Amazon Prime is quick to watch the movie. “I loved it,” he exclaims. “I even advised several friends.”
A prescribed power
And the student is far from an exception. According to a media report in February 2025, 37 % of young people aged 15 to 35 say they have discovered at least one film thanks to Tiktok in the last three months.
“We realized the prescription power of our platform a while ago with the hashtag ‘Booktok’. When a creator talked about a book, suddenly sales could explode,” said Adeline Dupui-Casterères, director of associations at Tiktok France. “This phenomenon, we also find it with the creators of content specialized in the cinema.”
Tom admits: he was “influenced by Tiktok.” “I am particularly Oda of Horror, a designer specialized in horror cinema. I went to watch a movie following his recommendations,” recalls the production assistant. “I loved it.” Intrigued by the many videos around the movie The substance, He decides to try the experience in the cinema.
Increased room frequency
A prescription effect that increases the assistance of dark rooms. “We have an impact on the assistance of cinemas,” she says. “It is the Internet users who share their experience after a session and the conversations that generate those who create an incredible resonance box for cinema.”
In fact, according to a study in the United States, 36% of respondents revealed to have bought their ticket after discovering a new production on the short video platform. This is the case of Louise.
“I hate romantic comedies,” says the 17 -year -old high school student. “But everyone seemed to love Phew love In Tiktok. I saw many girls say how moved they had been, “he says that the high school student who decided to try the experience in the cinema.” It was fun (…) I don’t think without all these videos, I would have gone to see it, so it’s a great discovery. “
In general, they are the users that they themselves create the trends without the intervention of the film or platform distributor. “These are the users who are at the origin of these initiatives and then, there is an ‘snowball’ effect,” adds Adeline Dupui-Casterès.
Thus, the movie Consent It went from a rather shy start to launch, with a dazzling success thanks to Tiktok and a simple “trend.” In this trend, Internet users had fun before and after going to the cinema to see the feature film in Gabriel Matzneff. Quickly, Hashtag reached more than 26 million visits.
“The trend accompanies the progress of the film”
A success that pushes Claire tried experience in dark rooms. “I had never heard of the case,” the painter acknowledges. “I discovered everything through Tiktok. He really made me aware of this story,” continues the one who also shared a video to encourage his subscribers to watch the movie.
As a result, the film, which did not exceed 60,000 admissions during its first week, accumulated more than 300,000 admissions in three weeks, a growing success over time. “The Trend accompanies the progression of the film,” confirms Hélène Germain, director of Pan distribution marketing, films distributor, at the point.
“The rooms tell us that they have never had so many young people under 20 or 25 years old to come to see the movie of a French author,” adds Marc Missonnier to the AFP, saying that he was “completely overwhelmed” by the madness in Tiktok.
Same observation with the film All except you. In Tiktok, Internet users filmed by dancing at the end of the cinema in the soundtrack of this romantic comedy in more than 112,000 videos. A welcome aid and that helped the film overcome the $ 100 million at the box office, so it is the greatest success for a romantic Bridget Jones Baby (2016) comedy.
Official agreements and associations
For its part, the hashtag that accompanied the departure of Montecristo It gathers no less than 21,000 publications. “It’s quite rare to go to the movies (…) but I saw many videos in Montecristo And I thought it was an opportunity to go see something in the cinema with my father, “Tristan said.” It was a crazy movie (…) I don’t regret at all. “
“MontecristoIt is a heritage film. A priori, it is rather destined for adults and old people, “recalls Caroline Bismuth-Dardo, co-president of the Silenzio agency. However, children aged 15 to 35, particularly present in Tiktok, rushed, as tristan in this movie. His budget, his casting is for many, but the buck effect of Tiktok has made the change of Typology of the audience. They insist, “they insist.
First derived from this new player, film professionals have had no choice but to sign agreements and other associations with the application of short videos. Therefore, the Cannes Film Festival has signed, since 2022, an official association with Tiktok.
Production and other distributors have signed associations to be part of Spotlight, a new feature that will be implemented by Tiktok in France. This tool allows Internet users to buy their cinema or subscribe to a transmission subscription directly by clicking on an integrated button in the videos of certain creators, approved by distributors.
The option has already been tested in the United States for the promotion of films. Dune 2 EITHER Beetlejuice Beetlejuice. According to Warner Bros., questioned by Variety, Tiktok has become the main traffic engine on the ticket platform during the film opening weekend.
Source: BFM TV
