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Warner Bros. Entertainment Inc. (commonly known as Warner Bros. and abbreviated as WB), is an American diversified multinational mass media and entertainment conglomerate headquartered at the Warner Bros. Studios complex in Burbank, California, and a division of AT&T's WarnerMedia. Founded in 1923 by brothers Harry, Albert, Sam, and Jack Warner, the company established itself as a leader in the American film industry before diversifying into animation, television, and video games, and is one of the "Big Five" major American film studios, as well as a member of the Motion Picture Association (MPA).
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TikTok Launches ‘Spotlight’ to Let Entertainment Marketers Tap Into Fan Content; Warner Bros. Touts Results of ‘Dune 2’ Campaign

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Todd Spangler NY Digital Editor TikTok may or may not be banned in the U.S. in early 2025. For now, though, it’s business as usual — and the popular video app has a new pitch for Hollywood marketers seeking to reach TikTok’s avid user base of more than 1 billion.

The main entry point for TikTok is the For You feed, the algorithmically generated discovery hub that displays video clips that an individual user is most likely to engage with.

There hasn’t been a reliable way for entertainment marketers to tap into this “unique ecosystem,” according to TikTok — until now.

This week, the app is widely launching TikTok Spotlight, a new promotional solution that lets movie studios, networks and streamers piggyback on content in the For You feed that’s related to a specific title or franchise.

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