Quick Summary
- 1The 'KPop Demon Hunters' screenwriter credited TikTok fan edits as the primary driver of the film's success.
- 2A panel at the 2026 Sundance Film Festival explored how to build an enduring fandom in modern entertainment.
- 3The film's marketing strategy relied almost entirely on organic audience engagement rather than traditional campaigns.
- 4This case study highlights a significant shift in how films can achieve success through community-driven content.
Quick Summary
The question of how to build an enduring fandom took center stage at a recent industry panel, revealing a surprising answer: sometimes, the audience builds it themselves. A discussion at the 2026 Sundance Film Festival illuminated this modern phenomenon, focusing on the unexpected success of the film KPop Demon Hunters.
During the Storytelling for Fans panel, the film's screenwriter, Hannah McMechan, made a striking admission about the movie's journey to popularity. She attributed its success almost entirely to the creative energy of its audience, specifically citing the role of TikTok fan edits in driving the film's visibility and cultural impact.
The Sundance Panel
The discussion took place at the Adobe House during the prestigious Sundance Film Festival in 2026. The event, titled Storytelling for Fans — The Future of Audience Engagement, was a collaboration between Variety and Adobe. It brought together key industry figures to dissect the evolving relationship between creators and their audiences.
Moderated by Variety's Angelique Jackson, the panel featured a diverse group of experts. Alongside screenwriter Hannah McMechan, the lineup included Stacy Martinet, who serves as the Vice President of Marketing Strategy & Communications at Adobe. Together, they explored how digital tools and platforms are reshaping the landscape of film promotion and community building.
"There really was no other marketing other than a trailer."— Hannah McMechan, Screenwriter of KPop Demon Hunters
A Fan-Driven Success Story
The core revelation from the panel came from Hannah McMechan's candid assessment of KPop Demon Hunters' marketing. She explained that the film's viral momentum was not the result of a massive, pre-planned advertising budget. Instead, it was a grassroots movement that began with viewers creating and sharing their own content.
According to McMechan, the film's promotional footprint was surprisingly minimal. She stated that there was essentially no other marketing campaign beyond a single trailer. The true engine of its success was the organic spread of fan-made edits on platforms like TikTok, which created a powerful and self-sustaining buzz that traditional marketing could not replicate.
There really was no other marketing other than a trailer.
This organic approach allowed the film to find its audience in a more authentic way. The fan edits served as a powerful form of word-of-mouth, creating a shared cultural experience that resonated deeply with viewers and helped transform a simple film release into a community event.
The New Marketing Playbook
The success of KPop Demon Hunters points to a broader shift in the entertainment industry. The panel discussion, Storytelling for Fans, underscored that audience engagement is no longer a one-way street. Modern fandoms are active participants, not passive consumers, and their creative contributions can be more valuable than a traditional marketing campaign.
This new model relies on several key elements:
- Providing content that is easily remixable and shareable
- Trusting the audience to interpret and expand upon the story
- Recognizing that fan creativity is a powerful marketing asset
- Embracing platforms like TikTok as primary channels for discovery
The panel, featuring experts from both creative and technical backgrounds like Adobe, highlighted how digital tools have democratized content creation. This has empowered fans to become co-creators in the marketing process, building a more resilient and passionate community around the films they love.
Key Takeaways
The conversation at the Adobe House provided a clear blueprint for the future of audience engagement. The case of KPop Demon Hunters demonstrates that a film's success is no longer solely dependent on its promotional budget but on its ability to inspire its audience.
By fostering a creative environment where fans feel empowered to contribute, studios can unlock a powerful, organic marketing force. The insights from Hannah McMechan and the Variety panel suggest that the most enduring fandoms are those built on a foundation of shared creativity and mutual respect between creators and their audience.
Frequently Asked Questions
According to screenwriter Hannah McMechan, the film's success was driven almost entirely by organic fan engagement, specifically through TikTok fan edits. This grassroots movement created significant buzz without a traditional marketing campaign.
The details were shared during a panel discussion at the 2026 Sundance Film Festival. The event, titled 'Storytelling for Fans,' was hosted by Variety and Adobe at the Adobe House.
It highlights a significant shift towards audience-driven promotion. The success of 'KPop Demon Hunters' suggests that empowering fans to create and share content can be a more effective strategy than relying solely on conventional advertising methods.
