Yeah

... is a, a huge, um, evolution of how movies are marketed.

Um, and then also just to amplify what creators are doing.

It's not really about just sharing your assets again, right? It's really about embracing creators who are, um, speaking for you and, and marriaging that with the filmmakers.

So we've done events with, um, Ryan Coogler, and the fans that made all the edits around Sinners.

We've done the same with Universal with, uh, Disclosure Day and S- Spielberg.

So, um, bringing creators closer to the studio, um, and the filmmakers behind the scenes is really important because our creators see themselves as a maybe emerging talent the way that they seen themselves when they were, um, you know, emerging filmmakers.

Wow, okay.

Dawn, how would you codify the multidirectional conversation relationship that this piece of art and its team had with the community? Why did that take off?

So a lot of the content on TikTok from the movies are about just not only the movie itself but also about the filmmaker's past work.

So for Ryan, we see a lot of creations around not just Sinners but also Creed, Fruitvale, and so forth.

I'm gonna drop some stats in terms of how much, um, you know, engagement it drove.

Within the four months of the film's release, and this is probably me talking to Sev and Ryan, um, there's about 10.5 million creations that happened in that period of time, about 38 million searches on the movie itself.

So people are actually searching for conversations and searching for the deep dive, searching for the historical context of the movie, searching for the meaning behind it, searching for all the scenes.

So there's a deep variety of content that we see from our creators that bring diversity and bring that content, uh, those conversations to the platform

We are in a cold household