TikTok Announces Activations for the Toronto International Film Festival

TikTok has announced that it has signed on to become the Official Platform Partner for the 2024 Toronto International Film Festival, which will see the app incorporate a range of themed activations and promotions to help users celebrate the event.

As explained by TikTok:

“Movie buffs and film fanatics can join in on the excitement at TIFF by accessing our interactive experience on TikTok. Search TIFF to check out the in-app #TIFF24 Search Hub featuring the latest fan content, red carpet glamour and peeks inside star-studded screenings throughout the festival.”

TikTok will also be bringing a selection of creators to the event, who’ll be hosting premiere screenings, and co-hosting post-screening Q&As with TIFF Programmers. TikTok’s also running a panel at the event focused on “the power of fandom,” and how collaborating with TikTok creators can help boost the popularity of film releases.

It’s a good way for TikTok to connect its brand with trending discussion stemming from the event. And with research showing that 47% of TikTok users have discovered a new movie via the app, there’s clearly a lot of interest in film and celebrity content.

That’ll also facilitate expanded opportunities for brand tie-ins and affiliations, by connecting to the evolving TIFF discussion, and expanded chatter based on the latest film premieres and celebrity news.

It could be a good way to hook into the zeitgeist, especially for brands in Canada.

You can check out TikTok’s Toronto International Film Festival hub by searching #TIFF24 in the app.