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Entertainment
Influencer Marketing

The Primetime Promo is Over. What Audiences Watch Next Now Starts in the Feed.

Discovery in entertainment no longer begins with a TV spot, a billboard on Sunset, or a critic’s star rating. It starts in the feed. From reaction videos and trailer breakdowns to fan edits, recap threads, and trending sounds, creators have become the tastemakers who decide which titles break through, which premieres feel unmissable, and what your audience presses play on next.

In today’s entertainment landscape:

52 %
of consumers say social media is the primary way they discover new content, from TV shows and movies to music and games, rising to 73% among Gen Z. (Source: Deloitte)
56 %
of younger viewers watch a show or movie on streaming after hearing about it from a creator online, and 53% say they get better recommendations on what to watch from social media than from the streaming services themselves. (Source: Deloitte)
46 %
of fans actively seek out fandom content from creators, following the stories they love across an average of six different social platforms. (Source: Deloitte )

For entertainment marketers, the challenge is breaking through an impossibly crowded release calendar, and doing it fast. You’re fighting for attention against every other studio, streamer, and creator on the same feed, inside a launch window that can be as short as a single opening weekend or premiere night. Standing out isn’t about more spend; it’s about becoming the title people actually talk about.

At Open Influence, we help entertainment brands show up where watch decisions are actually made. Our influencer marketing solutions turn credible creators into your most effective hype-builders, tastemakers, and storytellers, driving measurable awareness, tune-in, and fandom across every platform where your next viewer is.

Why Creator Marketing Works for Entertainment Brands

Turn Reach Into
Real Hype

A trailer tells people a title exists; a creator makes them feel something about it. Creators solve entertainment’s biggest barrier, cutting through the noise of a saturated feed, by translating a logline or teaser into genuine reactions, fan edits, and POV moments audiences want to share. That emotional response is what turns passive impressions into anticipation, and a release date into a countdown people actually care about.

Build Anticipation Through Trusted Fandom

Deciding what to watch is a real investment of time, attention, and often a subscription. Audiences are skeptical of studio marketing but receptive to voices they already trust. When a creator their followers believe in champions your title, it carries a credibility no first-party campaign can buy, shifting the message from “here’s our new release” to “this is worth your weekend.”

Reach Beyond the Core Fandom

The biggest audiences for a title often aren’t the ones already searching for it. Creator marketing lets you contextualize a release inside adjacent lifestyle niches, a BookTok voice for an adaptation, a foodie for a competition series, a beauty creator for a period drama’s aesthetic, making your story relevant to people who would never seek out entertainment content on their own. That’s where net-new viewership lives.

Turn Titles Into Cultural Moments

Entertainment doesn’t just sell a viewing; it sells belonging, identity, and the feeling of being in on the conversation. Runtimes and cast lists are features. Creator storytelling sells the result: the meme everyone’s quoting, the sound everyone’s using, the moment no one wants to be left out of. When a title becomes a shared cultural event, audiences don’t just watch, they participate, and they bring their friends.

Deliver Measurable Impact on Tune-In and Retention

Entertainment measurement is uniquely tricky: discovery happens on social, but viewing happens inside a box office or a closed streaming platform. We bridge that gap with “intentful awareness” and direct-response tactics, tracking swipe-ups to watchlist and ticketing pages, retargeting audiences who engaged with trailer and reaction content, and tying creator activity to tune-in and watchlist adds, so influence connects to real business outcomes, not just views.

Proven Campaign Types
That Drive Results

Every campaign type is designed to build buzz, deepen fandom, and drive tune-in. These are just a few ways we push the boundaries of what’s possible in entertainment.

First Looks & Reaction Drops:

Creators unveil trailers, teasers, and exclusive clips with genuine, unscripted reactions, turning a release date into an event their audiences count down to.

Character & Fandom Explainers:

Recap, lore, and “get caught up before the premiere” formats that lower the barrier for new viewers while rewarding existing fans with deeper story.

Trend & Sound Integrations:

Creators turn a scene, quote, or soundtrack into a repeatable trend, challenge, or meme that carries your title straight into culture.

Our Proven Work

Disney | Pixar — Lightyear Creator Experience

In partnership with Disney and Pixar, we built anticipation for the theatrical release of Lightyear by designing a one-of-a-kind, best-in-class creator experience, bringing a hand-selected group of creators inside Pixar’s famed campus to generate premium, authentic content ahead of launch.

Strategy:

We curated an entire day for creators at Pixar’s campus and managed the program end-to-end, from designing the experience and building the creator list to overseeing every deliverable, so all content produced was cinematic, on-brand, and share-ready. Pairing entertainment, lifestyle, and family creators across platforms, the activation connected the film to fans through genuine access rather than a standard trailer push.

Digiday Media Buying & Planning Awards finalist — “Best Influencer Partnership”
40M+ Total Followers Reached.
9.08% Total In-Feed View Rate.
3.86M+ Organic Impressions.

FOX — Gordon Ramsay’s Secret Service Campaign

In partnership with FOX, we drove immediate awareness for the series premiere of Gordon Ramsay’s undercover restaurant series, Secret Service. By collaborating with a strategic roster of 48 creators ranging from reality TV veterans to VFX specialists, we generated authentic buzz and high-impact content across TikTok and Instagram ahead of the launch.

Strategy:

We partnered with reality TV/pop culture influencers, former Gordon show contestants/Food Network stars, and one VFX creator to spotlight key moments from the Secret Service promo. Creators were tasked with generating excitement around the show’s premiere through authentic reactions and testimonials, while the VFX creator delivered a standout, custom piece of content.

39M+ Total Views and Impressions.
393M+ Total Followers.
120 pieces of creator content produced, representing 240% of the contracted asset goal.

Disney | ABC — Doctor Odyssey Creator Campaign

In partnership with Disney and ABC, we built significant anticipation for the series premiere of Doctor Odyssey by leveraging niche creator verticals in the medical and cruise industries. By pairing authentic storytelling with the show’s high-stakes premise, we generated a buzzy, premium environment that connected the drama to fans ahead of its global launch.

Strategy:

We managed a hand-selected group of five creators, including neurosurgeons and cruise musicians, on Instagram and TikTok to deliver cinematic, authentic content. By moving beyond standard trailers to focus on relatable reactions and expert insights, we ensured every deliverable was brand-safe and strategically aligned with the premiere to drive genuine viewer intent.

6.1M+ Total Followers.
982K+ Total Views.
115K Engagements.

Who We Help

Open Influence partners across every corner of the entertainment ecosystem.

Film Studios & Theatrical:

Drive opening-weekend awareness and turn trailers into must-see cultural moments.

Streaming &
SVOD:

Fuel tune-in for new titles, cut churn, and keep subscribers engaged between seasons and releases.

TV Networks & Unscripted:

Build appointment-viewing buzz and sustain the conversation across a full season’s run.

Gaming & Interactive:

Power launch-day hype and discovery through streamers, live play, and creator communities.

Music, Live Events & Experiences:

Turn releases, tours, and premieres into participatory, share-worthy cultural moments.
No matter the format, OI connects your brand with creators who move audiences from scrolling curiosity to appointment viewing, active fandom, and lasting loyalty.

OI’s Full-Service Approach for Entertainment Brands

Every OI campaign combines creative excellence, brand safety, and advanced analytics, all optimized for high-performance entertainment marketing.

Creative Strategy with Studio OI

Studio OI pairs authentic entertainment voices with diverse content styles, ranging from cinematic, studio-grade production to raw DIY/UGC, to give entertainment brands content that hits harder at every stage of the viewer journey. Think dynamic reaction commentary, clear first-look breakdowns of trailers and key art, elevated premiere and set-visit lifestyle shots, and polished creator POVs that feel both real and premium.

Our premier content production capabilities also amplify your existing in-house or external production teams to deliver cohesive, culturally impactful visuals, ensuring your title stays in the conversation among the fans and communities most likely to show up on release day.

The result is scroll-stopping, multi-platform content that makes your title more talked-about, more shareable, and easier for viewers to picture themselves watching.

End-to-End
Program Management

With deep experience in fast-moving, embargo-sensitive release cycles, OI handles the heavy lifting. From sourcing creators with a history of brand-aligned content and genuine fandom credibility to rigorous background checks (ensuring no history of spoiler leaks, off-brand behavior, or scandal), we protect your brand equity.


We streamline the complex approval process, giving legal, talent, and studio partners clear oversight on embargoes, spoiler control, talent likeness, and disclosures, without bottling up the creative workflow. You get turnkey execution that balances safety with
viral potential.

Advanced First-Party Reporting

Using OI’s proprietary data platform, Prism, we give entertainment brands a data edge. We track exactly what content formats are driving tune-in, watchlist adds, and trailer views.

Powered by 420M+ posts and 1.7M+ creators, our engine reveals which creators are dominating conversations around specific genres, franchises, and fandoms, so you can partner with the voices that actually move the needle. We help brands spend smarter, partner better, and outmaneuver rival titles using key signals like:

  • Audience demographics
  • Top-performing creator/content formats
  • Competing-title post activity & share of voice
  • Industry-specific safety & relevance filters

Paid
Amplification

OI amplifies top-performing creator content using creator handles, unlocking paid media results that routinely outperform generic entertainment ads. For entertainment brands, this means extending reach to high-intent fan audiences, retargeting users who engaged with trailer and reaction content, and driving measurable actions such as “Watch the Trailer” clicks, “Add to Watchlist” saves, “Stream Now” taps, and ticket presales. Our paid strategy maximizes efficiency using:

  • Creator-handle whitelisting for higher trust and CTR
  • Precise audience targeting (Genre Fans, Streaming Subscribers, Franchise Loyalists)
  • Cross-platform distribution optimized for tune-in

Our Expertise

Trusted by 42% of Fortune 100 brands, with a 92% renewal rate. Brands don’t simply work with us. They stay with us as long-term partners in every step of their marketing strategies.

Award-Winning Strategies

We don’t follow trends, we create them. With over 30 awards across YouTube Works, Webby, Shorty, MediaPost, The Drum, OMMA, Cynopsis, Inc., and Forbes, our successful campaigns reflect our commitment to quality, combined with cultural impact globally and regionally.

Compliance

In entertainment, timing and secrecy are everything. Open Influence ensures every piece of content is brand-safe, FTC-compliant, embargo-respecting, and quality-checked. We act as the firewall between your release and reputational risk, managing disclosures, spoiler control, and talent and likeness approvals so you can scale creator marketing with total confidence.

Amplify Your Next Campaigns Further With OI Partners

To supercharge results, OI integrates with innovative partners that extend reach and conversion.

Kerv

Adds interactive elements to video (e.g., a “Stream Now,” “Add to Watchlist,” or “Get Tickets” button directly within a creator’s video).

NPRP Media

Connects social campaigns with OOH advertising (e.g., billboards near theaters, entertainment districts, and premiere venues).

Resonate

Uses deep consumer intelligence to target audiences based on genre preferences, viewing habits, and fandom affinities.

Viasat

Delivers creator-driven entertainment content to in-flight passengers, a captive, high-attention audience with time to watch.

Spotlight Your Next Release With Open Influence

The entertainment industry runs on attention, anticipation, and cultural relevance, and your marketing should match. In a feed where the next must-watch is decided in seconds, showing up authentically is the difference between a title that trends and one that gets scrolled past.

At Open Influence, we help entertainment brands drive awareness, tune-in, and fandom through creator partnerships that perform. Whether you’re launching a tentpole theatrical, scaling a streaming platform, or building a season-long moment, we’ll help you dominate the feed and the cultural conversation with measurable, authentic influence.

👉 Let's Build Your Next 
Entertainment Campaign