The marketing strategies of American commercial cinema on TikTok
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This research analyses how commercial American movies uses the marketing strategies on TikTok. Based on that, come up the following three objectives: to discover what types of promotional videos are used, to what extent they are published on this platform and how they operate. Furthermore, the aim is to inquire what is the audience’s perception about the main subject of this study. For this reason, multiple methodologies have been combined: the focus group and content analysis. The sample consists of the 25 highest-grossing American films premiered in cinema during 2022. In this way, a total of 918 audiovisual pieces published on TikTok are collected. For the discussion group, 12 individuals have participated. They viewed a presentation of 13 cinematographic promotions. The results reveal that the teaser is the marketing strategy that has been used more among all the films. In addition, it has been verified that the trailer is the most effective content. In contrast, the meme has received the worst engagement (likes). Furthermore, the focus group has shared that they prefer to keep a passive participation profile with respect to these materials.
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