TikTok and Cinema United have released ‘Built By Fandom: How TikTok Audiences Are Powering Modern Theatrical Success’, a new report examining how engagement on TikTok correlates with theatrical performance. Developed with box office data from Comscore, the report finds that TikTok activity is not just a measure of cultural buzz; it is a leading indicator of box office staying power.
Across four films representing a deliberate cross-section of the modern theatrical landscape—The Housemaid, Sinners, Wicked: For Good, and Zootopia 2—the report identifies a consistent pattern: as TikTok engagement grew week-over-week, so did box office receipts. The findings hold across a thriller based on a best-selling book; a singular genre-bending film that weaves together culture, music, family, and the supernatural; the epic conclusion of a global cinematic cultural sensation; and a record-breaking animated feature sequel, strengthening the case that the dynamic is not genre-specific and the marketplace succeeds when there is something for everyone.
Sinners posted the best second-weekend hold of any wide release in 2025, dropping just 5%, following a 459% surge in TikTok posts during its first week and an additional 7% increase the next week. The Housemaid earned more in its second week than its first—a rare outcome—as TikTok activity rose 13%. Wicked: For Good peaked at nearly 60,000 TikTok posts per day, more than any other 2025 film measured. Zootopia 2 saw TikTok posts surge 163% in its second week, adding $58 million domestically as fan conversation continued to build long after opening weekend.
For exhibitors, the report offers something beyond marketing insight with actionable intelligence for programming decisions. By using TikTok momentum as an indicator, theatre operators gain an additional data point for hold decisions, identifying which films are building audiences beyond opening weekend. The report also highlights TikTok’s role earlier in the funnel. According to surveys conducted by TikTok, nearly 50% of users say they have discovered a new movie on the platform. Of those, 42% looked up showtimes and 36% purchased a ticket, demonstrating TikTok’s ability to convert online engagement into real-world moviegoing.
“This report reinforces what we know to be true: that moviegoing is a cultural experience that resonates deeply with audiences,” says Michael O’Leary, the president and chief executive officer of Cinema United. “The data shows that when films connect with communities on TikTok, people come to theatres. That is good for our members, good for Main Streets around the world, and good for the movie industry.”
“This report underscores that fandom on TikTok isn’t just a cultural force; it’s a business driver. When audiences discover a film on the platform, they don’t just watch it—they participate, create, share, and show up in person,” says Dennis Papirowski, the global head of entertainment and news at TikTok. “Our global FilmTok community has a unique ability to mobilize that passion into real, measurable momentum, and we’re proud to partner with exhibitors and studios to keep translating that energy into audiences in seats.”
Visit https://cinemaunited.org/data-and-research/ for the full report.
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