"I think entertainment clients that really lean into the platform and are able to show not just the uniqueness of their talent, but the uniqueness of their IP and really taking us behind the scenes of what happens in a lot of their movies and the production phases, it really drives affinity and resonance for the entertainment users on our community to want to go and consume that content in real time," said Edvin Depacevic, TikTok's head of entertainment.
"Because of the cast we had and the nostalgia of this film and the way in, we thought it was a unique opportunity to start up a channel and to really invest in more of an organic strategy for long lead," said Katie Hawkins, VP of digital marketing, Universal Pictures.
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