How TikTok’s Irreverent Humor Became Hollywood’s Indispensable Tool for Reaching Gen Z

variety.com:

Ellise Shafer There are countless accounts on TikTok dedicated to “The Mandalorian” star Pedro Pascal, where fans gather to ruminate on his acting skills and, of course, dashing good looks.

But who would expect that the account calling him the “daddiest daddy” would be Lionsgate, the distributor behind Pascal’s latest film, “The Unbearable Weight of Massive Talent?”“I’m the daddiest daddy,” Pascal says in one of Lionsgate’s viral TikTok videos, taken from a livestream the actor did for the studio. “Am I the daddiest daddy?

Because I’ve been seeing that name get thrown around a lot to other people and I just wanna make sure that I’m the daddiest of the daddies.”The video’s comments section is full of viewers marveling at Pascal’s “daddiness,” but also expressing their shock that this clip was posted to Lionsgate’s official account.

But this social media strategy is nothing new for the studio — in fact, tapping into TikTok’s comedic voice and ever-changing trends is a staple of Lionsgate’s account, which boasts 4 million followers and 90 million likes.