• by Colin Kirkland , February 26, 2025

TikTok is looking to boost in-app engagement around this weekend's upcoming Oscars ceremony through a new Oscars Hub that will showcase relevant film and celebrity news surrounding the event, while inviting creators to compete for views.

TikTok users seem increasingly interested in sharing and engaging with content tied to the film industry.

According to the social media company, in 2024 there were over 2.6 million posts and a 50% increase in posts in the U.S. with the hashtags #FilmTok and #MovieTok.

TikTok believes that its platform has become a place for movie buffs to “share their thoughts,” “celebrate film, and connect around the buzziest moments in entertainment.”

And like TikTok's influence over the music industry, the ByteDance-owned company is showing that its proliferation of movie-centered content is having a direct impact on the film industry.

With 87% of TikTok users in the U.S. reporting that they go to the movies, 47% say they have also discovered a new movie coming out to theaters on the app, while 36% were persuaded to purchase a ticket.

Tapping into the rising interest in film content, TikTok’s Oscar's Hub, which first launched ahead of last year's ceremony, is available in over 30 regions and features official content from the event.

New this year is an in-app contest where creators can win cash rewards, prizes and a chance to be featured on @tiktokcreators for posting “creative, unique takes on Oscars content,” the company says.

Over the past year, TikTok has been attempting to make it easier for film and TV brands to reach fans, especially through its Spotlight promotional tool -- which, according to the company, “is able to look at the platform, identify title content, and track how it's performing, who is engaging,” while spotting developing trends and conversations in real-time, ultimately “providing studios a birdseye view of the community.”

Warner Bros. utilized the feature to boost interest around “Dune: Part Two” last year, and sell in-app movie tickets. The studio partnered with over 90 TikTok creators to promote the movie, who encouraged fans to create more than 260,000 “Dune”-related videos within two weeks. 

TikTok says it became the top driver of traffic to the ticketing hub during the film’s opening weekend.