TikTok’s newest feature leverages the app’s strength as a discovery tool for other media, a function users already utilize by sharing short clips of films and TV shows. The platform is now collaborating with studios like Warner Bros. to introduce a feature called “Spotlight,” allowing users to discover movies and TV shows directly through the short-form video app.
Spotlight appears on videos related to specific films or series, directing users to a dedicated landing page where they can find more details about the title, such as the synopsis, cast, and short video content from creators. From this page, users can watch the content on streaming services (like Max), rent on-demand, or purchase movie tickets for theater showings.
To qualify for Spotlight links, videos must reach a certain view threshold, and creators must have a significant following. Those participating in a Spotlight campaign can earn various rewards, including exclusive profile frames, filters, merchandise, movie tickets, and even access to red-carpet events.
Warner Bros., leveraging its extensive library of popular titles, is using the Spotlight feature to promote the second season of “House of the Dragon.” The studio is currently incentivizing creators to post videos about the show—whether it’s a review, a funny skit, a makeup tutorial, or similar content—by offering a limited edition profile frame for their chosen House: Team Green or Team Black. To qualify, creators must post a 60-second video using the hashtag #HOTD, ensuring it adheres to TikTok’s guidelines.
Warner Bros. first tested this feature in February to promote “Dune: Part Two” on TikTok, which generated over 260,000 fan-created posts in the two weeks leading up to the movie’s premiere, according to TikTok.
At launch, Spotlight will be accessible to a select group of studios. Over time, this feature could evolve into a powerful tool for discovering new shows or movies to watch or stream, potentially positioning TikTok as a primary destination for media-focused discovery, surpassing Google. Given the recent antitrust ruling against Google and the rise of AI, with companies like Perplexity and OpenAI developing their own search tools, TikTok’s latest initiative could further challenge Google’s dominance in the near future.
Previously, TikTok has offered marketing tools for movie studios, such as Showtimes, which are movie trailer ads featuring a “Get Showtimes” button to help users find local theaters and showtimes. The platform has also partnered with ticketing companies like Ticketmaster and AXS, allowing users to buy tickets for concerts and other live events directly through TikTok.