The Evolution of Movie Promotion: TikTok's Impact on Publicity Strategies

In an era when digital media increasingly dictates promotional strategies, the recent marketing approach for the new Superman film exemplifies the transformative shift in how movies are publicized. The film, which features David Corenswet as the titular character, not only represents a reimagining of an iconic superhero but also marks a departure from traditional press junkets that once dominated the landscape of film publicity. Instead of lengthy interviews in established media, audiences are now engaging with short, dynamic clips on platforms like TikTok, which have swiftly become the cornerstone of modern movie marketing.

Historically, press junkets involved actors participating in extensive series of interviews, often resulting in repetitive discussions that added little depth to the public's understanding of the film or its stars. According to Dr. Sarah Johnson, Professor of Communication at Stanford University, "Press junkets have become less effective as audiences increasingly seek authentic interactions rather than scripted responses. The rise of platforms like TikTok allows for a more genuine glimpse into the personalities of actors, which resonates more with younger viewers" (Johnson, 2023).

The current trend, highlighted by viral TikTok moments involving Corenswet discussing his passion for the Star Wars prequels, shows that audiences are more interested in the human side of actors rather than just their cinematic roles. Such clips can captivate viewers and provide a distinct impression of the actor’s personality, a strategy that traditional promotional methods struggled to achieve. For instance, Corenswet's articulate defense of Anakin Skywalker’s choices in a viral clip demonstrates not only his knowledge but also establishes a connection with fans (Heritage, 2025).

This new promotional model is not limited to Superman. The marketing for other major films, such as "Jurassic World: Rebirth," has similarly relied on snippets of relatable, personal content shared via social media. Scarlett Johansson and Jonathan Bailey have been portrayed engaging in playful banter, aiming to create a narrative that encourages audience investment in their chemistry off-screen as much as on-screen (Heritage, 2025). This shift has prompted industry executives to reconsider their promotional strategies, as explained by Mark Reynolds, CEO of FilmSpace, who notes: "The digital age demands that we adapt quickly. Short, engaging content is key to drawing in audiences that are inundated with options" (Reynolds, 2023).

However, this marketing evolution has sparked debates about the depth of engagement in film promotion. Critics argue that the emphasis on personality may overshadow the artistic merits of the films themselves. Professor Emily Carter, a film studies expert at the University of Southern California, states, "While personality-driven marketing may attract viewers, it can dilute the focus on the narrative and thematic elements that are essential to cinema" (Carter, 2023).

The implications of this shift are profound. As TikTok clips become the primary mode of engagement, filmmakers may increasingly feel pressure to conform to this format, risking the quality of discourse surrounding their work. The idea that a film’s success may hinge on its stars’ social media charm rather than the storytelling itself raises questions about the future of cinematic integrity.

In conclusion, as marketing strategies continue to evolve, the industry must strike a balance between engaging audiences through relatable content and preserving the substantive discussions that enrich the film-going experience. The future of movie promotion is undeniably tied to social media dynamics, and while this opens new avenues for connection, it also poses challenges that will shape the cultural landscape of cinema for years to come.