As the rise of streaming has led to a decline in people heading to movie theaters, an unlikely partner wants to help: TikTok.
The social media giant wants to help bring Gen Z back into theaters. Erika Wheless, technology reporter for AdAge, joined KMOX to talk about an article she wrote on the topic.
"We've gone from the dancing app that we knew in the pandemic, to TikTok becoming quite a powerhouse," Wheless said. "So recently, the app announced this new advertising format, very aptly named Showtime, which lets movie studios promote films by showing a full trailer on TikTok, and then it provides local theater show time, based on a user's location. So you can click through, pick your theater and buy your tickets all in the app."
But has it actually worked, or are teenagers skipping through the ads? Wheless said the Showtime format is still being tested, but the app itself has driven movie ticket sales from younger people.
"Spider Man, that did really well earlier in the summer. The most recent thing that I can think of, if you have kids, perhaps you've watched Minions: The Rise of Gru," she said. "When it came out, you may or may not have seen a bunch of people dressed up in suits as 'gentle minions.' This became quite the trend on TikTok to dress up with your friends and go see the movie. And it definitely did have an impact on the box office."
Wheless also talked about the controversies of TikTok, what actions political leaders have taken against it, and more. Listen to her full interview:
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