Short introduction Dive into the exciting world of digital marketing and entertainment commerce with Milena Traikovich, a Demand Gen expert who helps businesses craft impactful campaigns for high-quality leads. With her deep expertise in analytics and performance optimization, Milena offers a unique perspective on the groundbreaking partnership between TikTok and Fandango, which now allows users to purchase movie tickets directly through TikTok Spotlight. In this interview, we explore how this integration transforms user behavior, redefines Hollywood marketing strategies, and positions TikTok as more than just a hub for viral trends. From the seamless user experience to the broader implications for the entertainment industry, Milena unpacks the potential and challenges of this innovative move.
How did the idea of integrating movie ticket sales directly into TikTok come about, and what led to partnering with Fandango?
The integration of movie ticket sales into TikTok is a natural evolution of how the platform has become a powerhouse for entertainment discovery. TikTok recognized that a huge chunk of its U.S. users—about half, actually—find out about new movies through the app. With communities like #FilmTok driving massive engagement, it made sense to close the loop between discovery and action. Partnering with Fandango, a leader in online ticketing, was a strategic fit because they already had the infrastructure to handle seamless transactions. It’s about meeting users where they are, turning that viral excitement into a tangible purchase without leaving the app. I think this was sparked by a shared vision to capitalize on TikTok’s cultural influence and Fandango’s expertise in streamlining the moviegoing experience.
What makes TikTok Spotlight the ideal space for this kind of feature compared to other parts of the app?
TikTok Spotlight is specifically designed as an entertainment vertical, launched to curate film and TV content in a way that feels organic to the platform. Unlike the broader For You Page, which is a mix of everything, Spotlight hones in on movies and shows, making it a focused hub for fans and creators alike. It’s where trailers, fan theories, and behind-the-scenes clips live, so embedding a “Get Tickets” button there feels intuitive. It’s not just a random ad popping up; it’s part of an ecosystem where users are already primed to engage with movie content. That targeted environment sets it apart and makes it a perfect fit for bridging discovery to purchase.
Can you break down what TikTok’s stats about user behavior—50% discovering movies and 36% taking action—really mean for this partnership?
Those numbers are huge indicators of TikTok’s influence on entertainment. The 50% discovering movies tells us that the platform isn’t just a place for dance challenges; it’s a go-to for cultural trends, including what’s hitting theaters. The 36% taking action after seeing content likely includes things like searching for showtimes, sharing trailers, or even buying tickets elsewhere. What’s exciting about this partnership is that it captures those actions directly in-app. These stats, probably gathered through user surveys and engagement data, show a clear pattern: TikTok users are highly responsive to movie content. It’s proof that there’s a ready audience for instant ticket purchases, which is why this integration could be a game-changer.
Walk us through how the ‘Get Tickets’ button actually works for a typical TikTok user.
It’s pretty slick and user-friendly. Imagine you’re scrolling through TikTok Spotlight and come across a promoted post for a movie like Disney’s Tron: Ares. Right there on the video or hub page, you see a “Get Tickets” button. Tap it, and you’re taken to Fandango’s interface without ever leaving TikTok. You pick your theater, select your seats, and pay—all within the same digital space. It eliminates the hassle of switching apps or googling showtimes. Compared to the old way of discovering a movie on TikTok and then jumping to a browser or another app, this cuts out all the friction. It’s instant gratification at its finest.
What do you think TikTok is aiming for in the bigger picture by stepping into direct ticket sales?
TikTok is clearly trying to evolve beyond being just a cultural playground. They want to be a full-fledged transaction platform, where engagement doesn’t just mean likes and shares but actual revenue. This move with Fandango is a step toward proving they can drive measurable outcomes, not just buzz. It’s about showing industries like Hollywood that TikTok can be a direct partner in commerce, not just a marketing tool. Balancing that with their role as a creative hub will be tricky—they’ll need to ensure the commercial elements don’t feel intrusive to users who love the app for its authenticity. But if done right, this could redefine how social platforms integrate e-commerce.
From Hollywood’s perspective, how does this integration change the game for marketing and tracking results?
For studios, this is a goldmine. Normally, it’s tough to draw a straight line from a viral TikTok campaign to box office numbers. With this integration, they get a clearer picture because the path from seeing a trailer to buying a ticket is trackable within the same ecosystem. It’s not just about impressions anymore; it’s about conversions. This could shift how studios allocate budgets, pushing more dollars into platforms like TikTok where they can see direct ROI. It also means they can tailor campaigns to leverage in-app purchases, maybe even experimenting with exclusive content or promos tied to ticket sales. It’s a tighter feedback loop, and that’s incredibly valuable.
Fandango emphasized meeting audiences in their daily digital lives. Can you elaborate on why that’s so important in today’s marketing landscape?
Absolutely. Today’s audiences, especially Gen Z and Millennials, live on their phones, and platforms like TikTok are part of their daily routine. They’re not just consuming content; they’re making decisions in real-time based on what they see. Meeting them in their digital lives means being where they already spend their time, rather than expecting them to seek you out. It’s about reducing barriers—why make someone leave TikTok to buy a ticket when you can bring the purchase to them? In a world where convenience is king, this kind of integration isn’t just smart; it’s essential. It turns passive scrolling into active engagement, and that’s the holy grail of modern marketing.
What’s your forecast for how this kind of entertainment commerce will evolve on platforms like TikTok in the next few years?
I think we’re just scratching the surface. If this partnership with Fandango succeeds, we’ll likely see TikTok expand into other areas of entertainment commerce—think concert tickets, streaming subscriptions, or even merchandise tied to movies and shows. The goal will be to make TikTok a one-stop shop for both inspiration and action. But the challenge will be maintaining that community-driven vibe while scaling commercial features. I also expect other platforms to follow suit, creating a race to integrate seamless transactions. For TikTok specifically, I foresee deeper analytics for partners, giving studios even more insight into user behavior. It’s an exciting space to watch, as the lines between social media, entertainment, and e-commerce continue to blur.
