The Rise of #Filmtok: A New Community of Cinema Lovers

TikTok, the popular short-form video platform, is witnessing a surge in film-related content under hashtags like #Filmtok, #whattowatch, #kino, and #filmfacts. These videos, ranging from movie reviews and trailers to behind-the-scenes glimpses, are attracting a growing community of cinema enthusiasts. But is this just a fleeting trend, or does Filmtok have the potential to reshape the film industry?

Understanding the Filmtok Phenomenon

Filmtok primarily consists of short videos created by users who share their passion for cinema. these creators discuss current releases, revisit classic films, share trailers, and offer exclusive behind-the-scenes content. the platform provides a space for film lovers to connect, discuss, and discover new movies.

This trend mirrors the success of #Booktok,a similar community on TikTok dedicated to books,which has demonstrably impacted the publishing industry. The question now is whether Filmtok can achieve the same level of influence in the world of film.

Filmtok by the Numbers: Growth and Engagement

Between March 2023 and March 2025, TikTok reported approximately one million Filmtok contributions worldwide, with around 32,000 originating from Germany. While these numbers are notable, they are dwarfed by the 44 million contributions to #Booktok globally, including two million in Germany. However, Filmtok’s influence is growing, particularly during major cultural events.

TikTok has recognized the potential of Filmtok, becoming an official entertainment partner at events like the Berlinale Film Festival. This partnership highlights the platform’s commitment to engaging with the film industry and fostering a younger audience for cinema.

Can Filmtok Drive Box Office Success?

While #Booktok has demonstrably boosted book sales, the direct impact of Filmtok on box office numbers remains unclear. Christine Berg, head of the main association of German Filmtheaters (HDF Kino), notes that there is currently no statistical data to directly link Filmtok activity with cinema attendance.

However, Berg acknowledges the potential of TikTok to create buzz and excitement around films. She emphasizes that social media, in general, plays a crucial role in promoting movies and cinemas. A 2023 study by the Filmförderungsanstalt (FFA) indicates that trailers in cinemas, personal recommendations, and television advertising are still the primary drivers of cinema attendance. Yet,social media’s role in expanding reach and attracting new audiences is undeniable.

Opportunities and Synergies: The Future of Film Promotion

Filmtok offers a valuable possibility to enhance the visibility of cinema, according to Berg. The potential for cross-promotion with #Booktok is particularly intriguing. For example, the upcoming film adaptation of Caroline Wahl’s novel “22 Bahnen” could benefit significantly from exposure on #booktok, similar to how the adaptation of “Only Onc” with Blake lively gained traction through the book community.

Reaching a New Generation of Filmgoers

Moderator Steven Gätjen, a TikTok user himself, believes that Filmtok provides an exciting avenue for reaching a younger demographic that may not be as engaged with traditional media like television or print. Gätjen shares film and series recommendations on his social media profiles using hashtags like #whattowatch.

TikTok is the window to the film world for them.And when someone talks about films with real enthusiasm, the spark jumps over.

Gätjen suggests, highlighting the platform’s potential to become the new #Booktok for the film industry.

What content Resonates on Filmtok?

According to Gätjen, behind-the-scenes content, personal film and series recommendations, and rankings of films based on specific criteria are particularly popular on his TikTok profile. During events like the Oscars, taking followers behind the scenes and showcasing the atmosphere can generate significant engagement.

Beyond the #Filmtok hashtag, film-related content can also go viral in unexpected ways. In 2023,videos showcasing everyday life in the style of director Wes Anderson gained widespread popularity,demonstrating the diverse ways in which film can inspire creativity on the platform.

Furthermore,discussions surrounding current film releases,such as the online debates surrounding Disney’s remake of “Snow White,” also attract significant attention.