Disney has formed a content-sharing deal with social media platform TikTok that will enable creators to craft “thoughtfully curated Disney-centric” using characters and scenes from some of the most iconic entertainment franchises and streaming shows of all time.
The pilot agreement, which Disney says is the first of its kind, will give creators sanctioned access to hundreds of Pixar, Marvel, Star Wars, FX, and other assets. The short-form videos will be hosted on both TikTok and the new ‘Verts’ portal on Disney+.
In a release today, Disney and TikTok announced: “TikTok will offer their creators access to assets related to hundreds of films and series from Disney’s vast library of enduring franchises and beloved IP. Fans will enjoy a shared Disney experience with TikTok videos that will be refreshed regularly to engage subscribers more deeply in timely fan conversations, building stronger communities, and ultimately, helping them engage with more story formats across Disney+.”
We’re not sure entirely what kind of content will meet the “thoughtfully crated” threshold, but hopefully its more than TikTok creators inserting themselves centre frame into some of the most iconic movie moments of all time. Hopefully it won’t involve planet-defeating AI slop with the official Disney stamp of an approval. Hopefully it won’t include the Hulk appearing in make-up tutorials or viral dance trends. Hopefully it won’t involve Luke Skywalker lip-syncing to a complete misappropriation of some lyrics to illustrate some trivial first world problem. Hopefully it won’t include Dr. Strange talking about his quirky personality being down to appropriating “a touch of the ’tism” and him “giving multiverse energy”
You get the idea. Insert any example you want right here. In the olden days Disney would issue takedown notices for this kind of thing rather than co-opting it.
Disney says part of the decision is to assist with content discovery. But lads, you’re Disney. Find me someone in the western hemisphere who has never heard of Star Wars, Pixar and Marvel. Hell, it is unavoidable.
“According to internal TikTok data, fans shared an average of 6.5 million Film and TV-related posts on TikTok each day last year, underscoring the depth and daily momentum of entertainment fandom on the platform,” the release adds. “Additionally, nearly half of surveyed viewers said they went on to watch a movie or TV show on a streaming service or television after discovering entertainment content on TikTok.”
I am unprepared for the horrors that may ensue.
Read the full article here
