Is TikTok the new Hollywood publicist?

Have you noticed how TikTok has turned cinema into a global conversation? It's no longer just about watching movies, but about being part of a movement in which everyone—from studios to casual users—is shaping what will be successful. I, who have always loved films, can no longer ignore the platform's impact on the way movies reach us. TikTok has not only created a space to promote works, but it has also changed the rules of the game.

Think of Mean Girls, for example. The classic has been given a new lease of life with its adaptation into a musical in 2024. TikTok helped turn the movie’s nostalgia into something fresh, with new memes, choreography based on the songs and iconic dialog recycled in a creative way. It was like reliving the movie, but with a modern twist. With Anyone but You, it only took a few behind-the-scenes videos—full of funny moments between Sydney Sweeney and Glen Powell —to convince me to watch it. The movie hadn't even premiered yet, and I already felt like I knew the characters.

That's what TikTok does best: it turns marketing into entertainment. We are not just watching a trailer anymore, but living the experience of discovery, as if we were all unraveling something together. And it's not only the studios who create this hype. Ordinary content creators, like you and me, have become key players in this process. A funny video or a creative analysis can generate thousands of views and, what's more, promote a movie in a much more authentic way.

But TikTok's impact goes beyond likes and views. It has changed the way we interact with movies. We don't watch passively; we create, remix, share. From soundtrack-based challenges to spontaneous behind-the-scenes footage, TikTok has turned casual users into true cultural ambassadors. I have already caught myself sharing content about Mean Girls, something I would never do with a traditional commercial.

Obviously, it's not always rainbows and butterflies. The TikTok hype can create unrealistic expectations. I've seen movies that were a hit on the platform, but disappointing in the theaters. Are we getting too carried away with great editing and catchy music? Even so, it's undeniable that the impact goes far beyond movie theaters. TikTok doesn't just promote films, it puts them into global conversations, and that's powerful.

In the end, I believe that TikTok is Hollywood's new publicist. It has redefined movie marketing, making it more human, more accessible and, above all, more engaging. We are all participating in something bigger, shaping the success of the stories we love. And that, to me, is the future of cinema.