TikTok has introduced new ad options for streaming service providers and is significantly influencing film fandom through communities like #FilmTok, which averaged 6.5 million daily posts about film and TV in 2025. At Sundance 2026, TikTok will engage creators, filmmakers, and industry leaders to explore fandom and storytelling, providing behind-the-scenes content and spotlighting emerging filmmakers.
Sundance 2026 Engagement
During Sundance 2026 in Park City, TikTok will host a creator welcome event in partnership with A24, featuring a special integration with The Moment, a meta-mockumentary starring Charli xcx, who will attend to highlight TikTok’s cultural impact. Dawn Yang, TikTok’s Global Head of Entertainment Partnerships, will participate in panels discussing the future of audience engagement and how TikTok shapes film culture, alongside creators @cvnela, @moviesaretherapy, and Erica Elson from the Sundance Institute.
TikTok Entertainment Ad Solutions
TikTok is launching Streaming Ads and New Title Launch to help entertainment advertisers reach highly engaged fans. Powered by Smart+, Streaming Ads offer personalized ad experiences by showcasing multiple titles from a streaming service catalog through two formats:
- Multi-Show Experience: A video carousel displaying four video tiles.
- Media Card: An interactive add-on highlighting multiple titles.
New Title Launch targets high-intent users during major entertainment events (e.g., new season premieres, franchise drops, big sports games) to drive subscriptions and ticket sales by using signals like favorite genres and pricing sensitivity.
Creators at Sundance 2026
Creators producing real-time content at Sundance include:
- @cvnela (Monse Gutierrez): Horror film expert known for deep-dives and interviews.
- @dani_apples (Daniela Manzano): NYC-based cinephile blending celebrity interviews and film analysis.
- @durafest2: Comedic duo known for movie monologue recreations.
- @itsshannonburns (Shannon Burns): Host offering behind-the-scenes celebrity content and LGBTQ+ representation.
- @laurenashleybeck: Entertainment content creator and red carpet correspondent.
- @louislevanti: Digital media producer and host with a broad entertainment focus.
- @mandykayschendel: Pop culture reporter blending performance and journalism.
- @moviesaretherapy (Kit Lazer): Movie and TV commentator focusing on storytelling and recovery.
- @toureshow (Touré Neblett): Content creator, author, and cultural critic with extensive media experience.
Redefining Fandom on TikTok
#FilmTok and #MovieTok continue to grow, with a 54% increase in posts in 2025, shaping how film culture is discovered and discussed. TikTok not only surfaces new releases but also revives forgotten favorites. An Ipsos study found that 46% of users discover old movies or TV shows they wouldn’t have otherwise known about, and 38% re-watch content they hadn’t seen in a while. Tools like TikTok Spotlight amplify these discoveries by connecting audiences to trending titles, fan content, and official film accounts.
This culture of discovery places TikTok at the center of major entertainment moments, including the Oscars, Cannes, and Sundance. The Sundance 2026 community can be explored through the hashtag #Sundance2026 and the in-app Sundance search hub, fostering ongoing conversation and engagement around film fandom.
