Built By Fandom Report Finds that Sustained TikTok Engagement Consistently Predicts Stronger Box Office Holds Across Genres, Release Sizes, and Audience Types
LAS VEGAS (April 14, 2026) – TikTok and Cinema United today released Built By Fandom: How TikTok Audiences Are Powering Modern Theatrical Success, a new report examining how engagement on TikTok correlates with theatrical performance. Developed with box office data from Comscore, the report finds that TikTok activity is not just a measure of cultural buzz; it is a leading indicator of box office staying power.
“This report reinforces what we know to be true: that moviegoing is a cultural experience that resonates deeply with audiences,” says Michael O’Leary, President and CEO of Cinema United. “The data shows that when films connect with communities on TikTok, people come to theatres. That is good for our members, good for Main Streets around the world, and good for the movie industry.”
Across four films representing a deliberate cross-section of the modern theatrical landscape—The Housemaid, Sinners, Wicked: For Good, and Zootopia 2—the report identifies a consistent pattern: as TikTok engagement grew week-over-week, so did box office receipts. The findings hold across a thriller based on a best-selling book; a singular genre-bending film that weaves together culture, music, family, and the supernatural; the epic conclusion of a global cinematic cultural sensation; and a record-breaking animated feature sequel, strengthening the case that the dynamic is not genre-specific and the marketplace succeeds when there is something for everyone.
“This report underscores that fandom on TikTok isn’t just a cultural force; it’s a business driver. When audiences discover a film on the platform, they don’t just watch it—they participate, create, share, and show up in person,” says Dennis Papirowski, Global Head of Entertainment and News at TikTok. “Our global FilmTok community has a unique ability to mobilize that passion into real, measurable momentum, and we’re proud to partner with exhibitors and studios to keep translating that energy into audiences in seats.”
The results are striking. Sinners posted the best second-weekend hold of any wide release in 2025, dropping just 5%, following a 459% surge in TikTok posts during its first week and an additional 7% increase the next week. The Housemaid earned more in its second week than its first—a rare outcome—as TikTok activity rose 13%. Wicked: For Good peaked at nearly 60,000 TikTok posts per day, more than any other 2025 film measured. Zootopia 2 saw TikTok posts surge 163% in its second week, adding $58 million domestically as fan conversation continued to build long after opening weekend.
For exhibitors, the report offers something beyond marketing insight with actionable intelligence for programming decisions. By using TikTok momentum as an indicator, theatre operators gain an additional data point for hold decisions, identifying which films are building audiences beyond opening weekend.
The report also highlights TikTok’s role earlier in the funnel. According to surveys conducted by TikTok, nearly 50% of users say they have discovered a new movie on the platform. Of those, 42% looked up showtimes and 36% purchased a ticket, demonstrating TikTok’s ability to convert online engagement into real-world moviegoing.
Download the full report here.
About TikTok
TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok’s global headquarters are in Los Angeles and Singapore, and its offices include New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.
About Cinema United
Founded in 1948, Cinema United is the largest exhibition trade organization in the world, representing more than 31,000 movie screens in all 50 states, and more than 30,000 screens in 80 countries worldwide. Its membership includes theatres of all sizes, from the largest cinema chains to one-screen theatres in cities and towns around the world. For additional information, please visit cinemaunited.org. Follow us on Instagram, LinkedIn and X/Twitter.
About CinemaCon
CinemaCon® attracts upwards of six thousand motion picture professionals from all facets of the industry – from exhibition and distribution to the equipment and concession areas – all on hand to celebrate the moviegoing experience and the cinema industry. The Coca-Cola Company and Barco are the official co-presenting sponsors of CinemaCon® 2026. For more information, visit cinemacon.com. Follow CinemaCon on Facebook, Instagram, X and TikTok.
