TikTok Launches Oscars Hub for the 97th Academy Awards

With the Oscars coming up this weekend, TikTok has announced a new in-app Oscars Hub, which will provide a showcase of all the latest film and celebrity news related to the event.

As explained by TikTok:

“[The Oscars hub] is available in more than 30 regions globally and features official @Oscars content. New this year is an in-app contest where creators can win cash rewards, prizes and a chance to be featured on @tiktokcreators for posting creative, unique takes on Oscars content.”

TikTok ran the same in-app hub promotion last year, providing a custom way to access relevant information about the film awards ceremony, and engage with key creators and moments around the event.

And TikTok says that film engagement is bigger than ever this year:

“With over 2.6M combined posts and a 50% increase in posts in the US in 2024, #FilmTok and #MovieTok continue to grow their impact on the industry while offering movie buffs a place to share their thoughts on their passions, celebrate film, and connect around the buzziest moments in entertainment. 87% of US TikTok users report going to the movies, solidifying the platform as a go-to destination for audiences to engage with everything related to their favorite shows and movies.”

One activation type in particular that’s worked for movies is TikTok’s Spotlight solution, which TikTok says has helped to drive direct engagement with film content.

“Directly from an in-app landing page, users can watch their favorite programs on streaming platforms or even purchase movie tickets. Studios have embraced the feature through unique partnerships on films like Dune: Part Two, which is nominated for five Academy Awards including Best Picture. Warner Bros. partnered with over 90 TikTok creators to promote the movie, encouraging fans to create more than 260,000 Dune-related videos within two weeks, supported by official content such as behind-the-scenes looks, movie clips and cast videos. TikTok became the top driver of traffic to the ticketing hub during opening weekend.”

Indeed, TikTok says that 47% of its U.S. users have discovered a new movie coming to theaters on TikTok, while 36% purchased a ticket.

As such, TikTok’s in-app Oscars hub could be a key element to help boost film engagement, which could also present expanded opportunities for brands to tap into the broader hype.

You can check out TikTok’s Oscars Hub by searching “#Oscars2025” in the app.