This story was originally published on Passionfruit.
In hopes of appealing to a younger generation of film lovers, the Academy of Motion Picture Arts and Sciences partnered with TikTok and the platform’s stars to drum up buzz for the Oscars on Sunday.
Content from the event has received millions of views on the app, but it’s unclear how successful the campaign was in securing more eyes on the televised program. (The Academy did not immediately respond to the Daily Dot’s request for comment.) Still, the partnership, and the nod to TikTok during the performance of “We Don’t Talk About Bruno” from Disney’s Encanto, further solidified the app’s growing presence in the traditional entertainment industry.
“TikTok is an entertainment platform,” Catherine Halaby, Entertainment Partnerships at TikTok, told Passionfruit. “Creators are entertainers, and this is a platform where they can foster and grow their careers while reaching new audiences. Film fans on TikTok are passionate, creative, and engaged, and we were thrilled to support the Academy’s efforts to engage our community and elevate movie fandom on TikTok through hashtags, a creative effect, and a first-ever, creator-hosted TikTok LIVE from the Oscars red carpet.”
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