Sunday, May 19, 2024

Marketers in studio on ‘Barbie’, ‘M3GAN’, TikTok and Twitter – CinemaCon – Deadline

The digital and social media marketing heads of major studios said today that they really hope the threat of a US government ban on Tiktok never materializes, which is why the platform has become so important to launching movies. They would also like Elon Musk-owned Twitter to join, as it is also a key platform for Hollywood.

“I personally don’t think TikTok is going away, at least not anytime soon in the US,” said Alex Sanger, EVP, Digital Marketing, Universal Pictures at a CinemaCon panel today hosted by Deadline’s Anthony D’Alessandro.

“We’ve been using TikTok since it was called Musical.ly,” he said. It was important then, “During the pandemic it became even more important, and it just continues to be. We see it as a stable platform for each of our films. M3GAN it was certainly one of those. And we didn’t have to do much. That dance in the trailer basically went crazy,” he said of the life-size doll’s creepy moves in the Empire State Buidling that took over the platform.

President Joe Biden is threatening a ban on the service over data security concerns as it is owned by Chinese internet giant ByteDance. Sanger also pointed to recent highly successful campaigns for Jurassic World Dominion AND Puss In Boots: The Last Wish.

Danielle Bekas, Co-Executive Vice President, International Marketing, Warner Bros. Pictures, spoke Barbie, whose initial images also went viral. “We started to see that we have something, we have something that people want to talk about and engage with.” That film also exploded on Tiktok, which is “a great push” in itself and as fans share the content through their social channels.

In a hard-to-imagine scenario of Tiktok disappearing, there are other solutions – YouTube Shorts, Instagram Reels, Snapchat’s Spotlight (platforms that would reap huge rewards in Tiktok’s absence).

There’s also Twitter, though that’s gotten a little complicated.

“We’ve seen some people we work with on a daily basis leave and not be replaced. There are still some great people out there. There is a lot of variation in their service and products,” Sanger said. Uncertainty also includes brand safety issues and confusion about control marks. “It is worrying. That said, it is a real-time chat platform. It is where we are closest to the audience. It really is a town square.”

Bekas agreed, calling Twitter “a finger on the pulse of what our audience is saying.”

“When you’re on trend, you know there’s some heat,” she said.

MORE to come

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