TikTok announced new advertising solutions for entertainment companies during the 2026 Sundance Film Festival, which runs January 22 to February 1 in Park City, Utah. The platform launched Streaming Ads, powered by its Smart+ AI tools, and New Title Launch.
Streaming Ads target users who engage with entertainment content and display multiple titles from a streaming service’s catalog in formats like a video carousel with four clips or an interactive media card.
New Title Launch targets high-intent audiences around major releases, using signals such as preferred genres or pricing sensitivity to drive subscriptions and ticket sales.
TikTok also increased its physical presence at Sundance. The company brought 10 creators to Park City to produce real-time content from red carpets, interviews, and premieres, including films like Josephine and Rock Springs.
Creators include @cvnela (horror specialist), @dani_apples (film deep dives), @itsshannonburns (celebrity interviews), @laurenashleybeck (entertainment commentator), @louislevanti (pop culture host), @mandykayschendel (reporter), @moviesaretherapy (movies and recovery advocate), and @toureshow (cultural critic).
TikTok hosted events, including a creator welcome gathering with A24 that featured Charli xcx and integrated her film The Moment. Dawn Yang, TikTok’s Global Head of Entertainment Partnerships, participated in a Variety panel at Adobe House on audience engagement and moderated a discussion with creators @cvnela and @moviesaretherapy alongside Erica Elson from the Sundance Institute.
Why This Matters Today
TikTok positions itself as a key driver of film discovery and discussion. In 2025, the platform averaged 6.5 million daily posts about film and TV, with #FilmTok and #MovieTok seeing over 3 million combined posts and a 54% increase year-over-year.
Surveys indicate 4 in 5 users say TikTok influences their streaming choices, and 46% discover older content they otherwise would not have found.
The announcements arrive as Sundance holds its final edition in Park City before relocating to Boulder, Colorado, in 2027.
TikTok’s expanded role reflects broader industry shifts where social platforms shape how audiences find, discuss, and consume independent and mainstream film content, especially amid ongoing changes to TikTok’s U.S. operations.
Our Key Takeaways:
- TikTok introduced Streaming Ads and New Title Launch at Sundance 2026 to help entertainment advertisers convert fan engagement into subscriptions and ticket sales.
- The platform deployed 10 creators to cover the festival in real time and hosted events with Charli xcx and industry panels to highlight TikTok’s influence on film culture.
- Watch for increased adoption of these ad tools by streaming services and studios, alongside how #FilmTok communities evolve as Sundance transitions to its new location in 2027.
You may also want to check out some of our other tech news updates.
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