Paramount has launched a collaboration with TikTok for “Secret Screenings,” surprise invite-only showings for content creators that remain undisclosed until attendees are seated in theaters, per Variety.

The partnership debuted on January 5 with a screening of the horror-thriller “Primate,” which featured an appearance by star Johnny Sequoyah. The ongoing initiative grants content creators early access to Paramount’s upcoming releases and library titles, designed to generate conversation about theatrical releases.

According to Variety, the partnership aims to address the lack of awareness, which recent surveys identify as a primary reason moviegoers skip films. The program differs from mystery screening programs offered by cinema chains, including AMC Theatres and Regal, which are open to the general public at discounted prices.

TikTok’s Theater Impact

TikTok drives measurable moviegoing behavior among its users. The platform’s Marketing Science team reports that 34% of TikTok users who attend movies say the platform led them to watch a new film on a streaming service. TikTok users are 44% more likely than non-users to visit movie theaters at least once per month, and 47% report discovering new theatrical releases on the platform, according to the research.

The platform shows a measurable impact on ticket purchases: 36% of users who discover a new film on TikTok purchase a ticket. Paid campaigns demonstrate increased interest in theater attendance across genres: Animation (+2.3%), Action (+0.9%), Horror (+1.8%), Comedy (+1.0%), and Romance (+3.2%).

Paramount’s 2026 Slate

Paramount’s 2026 releases include “Scream 7” in February, “Scary Movie 6” in June, “PAW Patrol: The Dino Movie” in August, “Street Fighter” in October, and “The Angry Birds 3” in December. The studio brings Tom Cruise’s 1986 film “Top Gun” back to theaters on May 13 for its 40th anniversary.

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