#FilmTok celebrates a year of entertainment impact before the 97th Oscars®

Ahead of the 97th Oscars® hosted by Conan O’Brien (@teamcoco), TikTok’s movie-loving community takes the opportunity to look back on the past year in cinema, sharing their thoughts on everything from nominations to predictions for winners ahead of Hollywood’s biggest night.

With over 2.6M combined posts and a 50% increase in posts in the US in 2024, #FilmTok and #MovieTok continue to grow their impact on the industry while offering movie buffs a place to share their thoughts on their passions, celebrate film, and connect around the buzziest moments in entertainment. 87% of US TikTok users report going to the movies*, solidifying the platform as a go-to destination for audiences to engage with everything related to their favorite shows and movies.

TikTok is where fans come to engage with entertainment

TikTok creators are driving an evolution in how and where conversations with film and TV fans are happening, reaching new communities and sharing the joy and artistry of film with their commentary. Creators like Monse Gutierrez (@cvnela) and Zainab Jiwa (@zeewhatidid) have been invited to some of the world’s biggest film festivals, are staples on red carpets, and have interviewed some of the most recognizable talent - all while bringing their TikTok audience with them.

On the #HorrorTok (2.3M posts) side of #FilmTok, conversations around Best Picture nominee The Substance helped connect the film to a wider audience, with content celebrating critical recognition for the horror genre while inspiring reviews, scene recreations, and interesting facts. Fellow Best Picture nominee Wicked also dominated on the platform thanks in part to the passionate #TheaterTok community, with 1.5M posts using #Wicked to date.

The Oscars® gives us a chance to look back on the year in film and take inspiration from how deeply TikTok has shaped the entertainment industry. From our ever-growing, creative FilmTok community to being an essential part of the moviegoing experience to holding space for culture-driving trends, over one billion fans around the world use TikTok to discover, connect, and engage with their favorite entertainment content" - Vanessa Craft, Global Head of Content Partnerships, TikTok

The community can join in through our dynamic in-app Oscars® Hub, which is available in more than 30 regions globally and features official @Oscars content. 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. Search #Oscars2025 in the app to sign up and learn more.

From small screen to silver screen

Recent research found that 47% of US users said they have discovered a new movie coming to theaters on TikTok and were inspired to take action: 36% purchased a ticket, made easier than ever thanks to new features like TikTok Spotlight.

TikTok Spotlight has emerged as an innovative tool for studios to drive engagement and connect with the #FilmTok community in a new, immersive way. Directly from an in-app landing page, users can watch their favorite programs on streaming platforms or even purchase movie tickets.

Studios have embraced the feature through unique partnerships on films like Dune: Part Two, which is nominated for five Academy Awards including Best Picture. Warner Bros. partnered with over 90 TikTok creators to promote the movie, encouraging fans to create more than 260,000 Dune-related videos within two weeks, supported by official content such as behind-the-scenes looks, movie clips and cast videos. TikTok became the top driver of traffic to the ticketing hub during opening weekend.

With the impact #FilmTok has made in the entertainment industry, we’re excited to see how the community shows up for the 97th Oscars®. Don’t forget to search for "#Oscars2025" to check out the latest content in the in-app Oscars® Search Hub!

*Source: GWI (Q4’23-Q4’24), based on self-stated TikTok usage of monthly or greater.