Key Facts
- ✓ Paramount has collaborated with TikTok on 'Secret Screenings,' surprise, invite-only showings that are kept under wraps until creators are seated in the theater.
- ✓ The inaugural event kicked off on Monday with the horror thriller 'Primate.'
- ✓ Paramount is turning to social media influencers for help in hyping up the studio's upcoming movie slate.
Quick Summary
Paramount has launched a new marketing partnership with TikTok to promote upcoming films through a series titled 'Secret Screenings.' This initiative involves surprise, invite-only showings designed to generate buzz through social media influencers.
The inaugural event for this series kicked off on Monday, featuring the horror thriller 'Primate.' The core concept of these screenings is that the movie title and details are kept strictly confidential until the creators are actually seated in the theater. This approach aims to create authentic reactions and high levels of engagement on the TikTok platform.
The 'Secret Screenings' Initiative
Paramount is increasingly turning to social media influencers to assist in promoting the studio's upcoming movie slate. To facilitate this, the studio has officially collaborated with TikTok on the 'Secret Screenings' program.
The format of these events is designed to maximize exclusivity and anticipation. They are described as surprise, invite-only showings that remain entirely under wraps. The secrecy is maintained until the invited creators are physically seated in the theater, ensuring that the reveal is a genuine moment that can be captured for social media content.
This strategy marks a significant pivot in how major studios approach film marketing. By relying on the organic reach of TikTok creators rather than traditional advertising, Paramount hopes to tap into younger demographics who are highly active on the platform.
Inaugural Event: 'Primate' 🎬
The first event in this new series took place on Monday, centering around the horror thriller 'Primate.' This screening served as the launchpad for the broader 'Secret Screenings' campaign.
While specific details regarding the guest list or the exact location were not disclosed in the initial announcement, the selection of a horror thriller suggests a strategic choice to target a genre known for strong audience reactions. Horror films often benefit significantly from word-of-mouth marketing and viral social media posts.
The success of the 'Primate' event will likely determine the frequency and scale of future screenings. If the initiative proves effective in driving ticket sales and online conversation, it could become a staple of Paramount's promotional strategy for future releases.
Implications for Film Marketing
The collaboration between Paramount and TikTok highlights the evolving landscape of entertainment marketing. Traditional trailers and press releases are increasingly being supplemented—or replaced—by direct-to-consumer influencer campaigns.
By utilizing the 'Secret Screenings' format, Paramount creates a sense of urgency and exclusivity. This encourages other users on the platform to search for information about the 'Primate' screening, effectively turning the marketing into a viral scavenger hunt.
Key benefits of this approach include:
- Authentic, unscripted reactions from influencers
- Direct access to millions of potential viewers via the TikTok algorithm
- Cost-effective promotion compared to traditional media buys
As the entertainment industry continues to adapt to digital trends, partnerships like this one between major studios and social platforms are expected to become more common.
