TikTok puts its creators in the Hollywood spotlight at Sundance Fest

Park City, Utah, is once again playing host to the Sundance Film Festival, but this year’s event features a new dynamic: the prominent role of TikTok and its creators. What was once a behind-the-scenes operation for individuals like Mandy Schendel, a former Miss Washington winner and events manager, has shifted dramatically. Schendel, along with nine other creators, is now actively documenting the festival experience – red carpets, panels, and parties – directly for the platform.

The Rise of the Creator at Sundance

This increased presence coincides with the finalization of a deal regarding TikTok’s U.S. operations. TikTok itself hosted a substantial panel and event on Saturday, including a happy hour co-hosted with A24, which was attended by Charli XCX. Schendel, who has approximately 121,000 TikTok followers and has been creating content fulltime for two years, has already posted analysis of Chris Pine’s premiere appearance and plans to release six to seven more videos from the festival.

Did You Know? Lionsgate, the studio behind the “John Wick” and “Hunger Games” franchises, revealed last year that it enlisted TikTok fan editors to help market its movies, a strategy they say has been successful.

A Shifting Landscape for Film Marketing

The integration of creators into the film industry is driven by the increasing influence of fans in driving marketing for film and television. Studios are increasingly turning to platforms like TikTok and the individuals who thrive on them to reach audiences, sometimes paying them thousands of dollars for promotional work. A24 and Lionsgate have been specifically highlighted as collaborators who work well with creators.

However, a tension exists. While Hollywood relies on TikTok for promotion, it doesn’t always view its creators as “top-tier talent,” a situation reminiscent of the early days of YouTube. Kit Lazer, known as moviesaretherapy on TikTok, emphasized the importance of studios allowing creators to maintain their authentic voice, despite licensing and other considerations.

Expert Insight: The growing reliance on creators highlights a fundamental shift in how entertainment is marketed. Studios are recognizing the power of authentic engagement and the ability of creators to connect with audiences in ways traditional marketing often cannot.

TikTok’s Ambitions and Future Collaborations

TikTok’s ambitions extend beyond simply promoting existing films. Dawn Yang, TikTok’s global head of entertainment partnerships, encouraged independent filmmakers at Sundance to collaborate with creators, emphasizing the platform’s desire to help independent films gain wider distribution. Focus Features Vice Chairman Jason Cassidy also praised TikTok’s ability to “eventize movies” and create “authentic fandom,” particularly among younger audiences.

While some viral interactions between influencers and stars have drawn scrutiny, Schendel believes this is gradually changing as TikTok seeks deeper integration within Hollywood. The platform has both a partnership team and a creators team dedicated to facilitating these collaborations.

Frequently Asked Questions

What role is TikTok playing at Sundance this year?

TikTok hosted a panel and event, sent 10 creators to document the festival, and is actively encouraging collaboration between filmmakers and creators.

Which studios have been identified as good collaborators with TikTok creators?

A24 and Lionsgate were specifically mentioned by Kit Lazer as studios that have been good collaborators.

What is TikTok hoping to achieve by increasing its presence at Sundance?

TikTok aims to help independent films get discovered and distributed widely, and to build a bridge between creators and the film industry.

As TikTok continues to integrate itself into the film industry, will we see a fundamental shift in how movies are marketed and discovered?