“Because our social team uses TikTok the way fans use it, they are engaging our followers and building our brands from a fan-first perspective. They are an audaciously creative group,” says Lionsgate’s president of worldwide motion picture marketing
As Yang explains, TikTok creators are the glue that holds everything together in terms of pairing content with advertising.
One of movie TikTok’s star creators is Juju Green, aka @straw_hat_goofy, who has 3 million followers and over 296 million likes. Dubbed the platform’s “movie guy,” the 30-year-old Compton, Calif. native started posting in January 2020 and has since partnered with Sony to host the “Spider-Man: No Way Home” red carpet and was one of TikTok’s hosts for their livestream of the Oscars red carpet.
“Since TikTok is a very creator-first platform, putting the fate of your movie in the hands of people who could potentially love it is a very, very smart move. It takes a little bit out of the corporate shill persona,” Green says. “If you establish yourself on TikTok first as a real person who just has a lot of thoughts about movies and then people want to hear your thoughts about a particular movie coming up and a studio wants to get in on that, then it kind of removes that layer.
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