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Lionsgate Taps TikTok Fan Edits to Engage Gen Z

10/18/2025

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Summary

Story summary

Lionsgate Films leverages TikTok fan edits to boost its marketing.
Briana McElroy, head of worldwide digital marketing, describes these edits as "love letters from fans."
The studio has hired around 15 TikTok editors to create content for younger audiences.
Felipe Mendez notes that fan edits boost viewership, citing Suits as an example.
The Twilight rerelease is part of a broader strategy to engage a new generation and build a community.

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Story summary

Lionsgate Films leverages TikTok fan edits to boost its marketing.
Briana McElroy, head of worldwide digital marketing, describes these edits as "love letters from fans."
The studio has hired around 15 TikTok editors to create content for younger audiences.
Felipe Mendez notes that fan edits boost viewership, citing Suits as an example.
The Twilight rerelease is part of a broader strategy to engage a new generation and build a community.