TikTok rewrites the rules of filmmaking: movie success now driven by social media, not critics
TikTok has fundamentally altered the role of film critics – today, a movie’s popularity depends less on its quality or high ratings and more on striking social media clips. Debates around new releases arise, but the defining factor has become not critical opinion but emotionally engaging short videos that resonate with younger audiences.
A prime example is Emerald Fennell’s adaptation of “Wuthering Heights”: critics panned the film, calling it empty and pretentious. However, short atmospheric TikTok clips featuring the film’s characters quickly circulated online, encouraging viewers to go to cinemas. Consequently, the movie grossed around $150 million in its first weeks and received warm audience reviews.
This shift signals a move from objective film assessment to a simple like/dislike system. If a movie fails to provoke emotions or transform into a popular 15-second clip, it essentially doesn't exist for the younger generation. This trend is reshaping not only marketing strategies but also the filmmaking process itself.
