Why Lionsgate Hired TikTok Fan Editors to Market Movies
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What if a movie trailer had filters and huge neon text, and was set to, say, a Dua Lipa song? What if it was made by a teenager in the Philippines, or Brazil, using pirated material? What if the plot of the film was entirely irrelevant? If you’ve spent time on TikTok, odds are you’ve seen your fair share of fan edits — intricately crafted montages of film, TV or other clips that are set to popular music. Some are like highlight reels, others are like memes and still others are fantasy-based
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