A new era of media discovery

TikTok is expanding its capabilities as a media discovery platform with the introduction of a new feature called “Spotlight.” This feature, developed in partnership with studios like Warner Bros., allows users to explore movies and TV shows through the app's short videos. Spotlight appears on videos related to a specific movie or series and guides users to a dedicated landing page. Here, they can delve into additional details about the title, including the synopsis, cast, and short video content from the creators.

From this landing page, users can choose to watch the title on streaming services, rent on demand, or even purchase movie tickets to watch in theaters. To be eligible for Spotlight links, videos must reach a certain number of views and be created by users with a significant following. Creators who participate in a Spotlight campaign can earn a variety of rewards, including exclusive profile photo frames, filters, merchandise, movie tickets, and even access to red carpet events.

Warner Bros. is using Spotlight to promote the second season of “House of the Dragon.” The studio is currently rewarding creators who post videos about the show, whether it's a review, a funny skit, or a makeup tutorial, with a limited profile frame for their favorite house: Team Green or Team Black. To qualify, creators must post a 60-second video with the hashtag #HOTD that complies with TikTok's policies.

Spotlight was first tested in February to promote “Dune: Part Two,” resulting in more than 260,000 fan-made posts in the two weeks leading up to the film's release. Initially, Spotlight will only be available to a select number of studios. However, in the long run, it could not only serve as a tool for discovering new content to watch or stream in real-time, but could also help establish TikTok as a leading destination for media-centric discovery, potentially challenging the google domain

In the past, TikTok has offered marketing solutions for movie studio marketers, including Showtimes — movie trailer ads with a “Get Showtimes” button to help users find local showtimes and options. The company has also previously partnered with ticketing companies Ticketmaster and AXS to allow users to buy tickets to concerts and other live events directly through TikTok.