The TikTokification of Indie Cinema: Gatekeeping, Virality, and a New Age of Fandoms
In today’s world of media consumption, TikTok has become an unexpected force in promoting independent films to mass audiences. Through viral clips set to trending sounds, TikTok users package the essence of movies into digestible, shareable moments, turning independent movies like The Substance, Anora, Longlegs, and Pearl into social media sensations. For fans of indie cinema, this platform provides a new avenue films that might otherwise have gone unseen by mainstream audiences. However, this accessibility raises complex questions about the line between exposure and exclusivity, as passionate fans sometimes react negatively to these films' newfound popularity, guarding what they see as a previously “hidden gem.”
Twenty years ago, independent films struggled to find audiences without the support of blockbuster marketing. Niche films relied on film festivals and limited theatrical releases. Today, TikTok has changed this dynamic, allowing audiences to discover these films organically through clips that quickly capture the movie’s tone and themes. A single scene can transform a film from a quiet indie release into a social media phenomenon, encouraging curious users to seek out the full movie. For example, The Substance, an experimental narrative featuring Margaret Qualley, went viral with the iconic scene where Qualley’s character demands, “Control yourself!” This moment resonates with viewers by hinting at the film’s intensity and psychological elements, drawing viewers in with a hint of suspense and emotion.
Similarly, Pearl, a horror film directed by Ti West, captivated audiences with its unsettling closing credits scene. In the now-famous moment, actress Mia Goth’s character stares into the camera with an uncanny smile that grows more intense as the seconds tick by. This visual became a TikTok staple, with users mimicking the smile or overlaying it with eerie music to convey the character’s sinister edge. These moments thrive on TikTok because they distill a film’s emotional core into a single, unforgettable scene, offering an immediate yet powerful introduction to the movie’s mood.
By creating snippets that highlight these unique narratives, TikTok users are turning indie films into social media events, expanding their reach beyond what traditional media alone could achieve.
While TikTok breathes new life into indie films, it can also create tension within their fan bases. Some longtime fans feel a sense of ownership over these movies and want to “protect” them from “bandwagon” viewers, fearing that a larger audience might not grasp or appreciate the film’s deeper messages. This phenomenon, known as “gatekeeping,” shows how TikTok’s accessibility can sometimes clash with the intimate connections that fans feel with these niche films. For instance, fans of Anora, an introspective and visually experimental movie, have expressed frustration when new viewers reduce its complex themes to simple, out-of-context clips. This dynamic illustrates a broader tension between the desire to share art and the urge to preserve its authenticity.
TikTok’s influence on indie films displays a unique shift in how audiences engage with art in the digital age. On one hand, TikTok offers an invaluable platform for important, non-mainstream movies to reach a global audience. On the other, it reshapes the ways fans interact with and perceive these films, often sparking debates around authenticity and the idea of “true” fandom. This modern interplay between access and exclusivity illustrates how digital platforms like TikTok can redefine art’s cultural significance, granting films a second life beyond theaters while challenging the boundaries of community.
