by Matthew Frank, The Ankler — 8 August 2024
Deadpool & Wolverine is the latest blockbuster film to successfully leverage TikTok to reach Gen Z and drive the hard-to-reach audience to cinemas.
However, a concerning trend has emerged in this latest social media phenomenon whereby TikTok has been flooded with unauthorised clips of the new film, recorded directly from users phones in cinemas. Positively, the content sharing has undoubtedly driven interest (and ticket sales), helping to connect it to a new audience.
But on the flip side, with so much of the film online already some may see that as a reason not to see it at the cinema. And secondly, cinema operators need to remain vigilant when it comes to users filming in their cinema as monitoring for commercial cam-ripping will be difficult if it becomes the social norm for audiences to freely film from their phones in cinemas.
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