Publication Date



School of Business


Business Administration


TikTok, social media, movie, movie theater, film, film industry, cinema, streaming, digitalization, technology, trend, production, entertainment


Business and Corporate Communications | Communication Technology and New Media | Film and Media Studies | Mass Communication | Social Media


Companies have been forced to take note of the emerging social media app, TikTok, which has attracted more than a billion users to its platform and invited businesses into an uncharted market ready to be exploited. By seeking to understand and employ the unique features which have led to TikTok’s far-reaching success, many companies can similarly improve their position. In particular, traditional movie companies, which have recently suffered blows at the box office due to factors such as competition with online streaming, could benefit from an analysis of this tech to restore lost engagement and revenue. Specifically, how can the movie industry apply TikTok’s interactive methodology to navigate its current condition and reemerge amid new digital trends?