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Paramount is turning to social media influencers for help in hyping up the studio’s upcoming movie slate.
Paramount has collaborated with TikTok on “Secret Screenings,” surprise, invite-only showings that are kept under wraps until creators are seated in the theater. The inaugural event kicked off on Monday with the horror thriller “Primate,” which included an appearance by the film’s star Johnny Sequoyah.
This ongoing partnership, which grants content creators early access to Paramount’s upcoming releases and library titles, is designed to drum up conversation about movies playing in theaters. After all, recent surveys have determined that lack of awareness is one of the main reasons that moviegoers skip a particular film. “Secret Screenings” is similar to the mystery programs that cinema chains, including AMC Theatres and Regal, have been offering, except those are open to the general public, allowing them to see an upcoming film at a discounted price without knowing the title in advance.
Meanwhile, TikTok has catapulted films like “A Minecraft Movie,” the Sydney Sweeney and Glen Powell rom-com “Anyone But You,” and animated sequel “Minions: The Rise of Gru” into the zeitgeist with viral moments like chicken jockey, “Pocketful of Sunshine” compilations and #GentleMinions. While those trends took off organically, TikTok has been investing in entertainment through features like TikTok Spotlight, which was developed for users to discover all kinds of film and television-related content. According to a press release, TikTok Spotlight is aiming to reshape the “traditional release cycle, placing TikTok at the center of how movie buzz is generated today.”
Though it’s unclear which films will get the “Secret Screenings” treatment — duh, it’s a surprise! — Paramount’s 2026 slate includes “Scream 7” in February, “Scary Movie 6” in June, “PAW Patrol: The Dino Movie” in August, “Street Fighter” in October and “The Angry Birds 3” in December. In terms of repertory titles, the studio is bringing Tom Cruise’s 1986 blockbuster “Top Gun” back to the big screen on May 13 in honor of its 40th anniversary.
English (US) ·