Influencers replace film critics as studios seek young audiences
Film distributors are increasingly relying on content creators and influencers to promote new releases, replacing traditional film critics. The shift reflects changes in media consumption, with influencers now attending major events like the Cannes Film Festival, where Meta is a key sponsor and brings global influencers. Proponents argue this reaches younger audiences where critics cannot, while critics call it cheap advertising.
Key facts
- Distributors use influencers to promote films with hyperbolic comments.
- Influencers now attend Cannes Film Festival alongside critics.
- Meta is a main sponsor of Cannes and brings influencers worldwide.
- Critics say influencer promotion is cheap advertising.
- Supporters say influencers reach audiences critics cannot.
- The shift is driven by changes in content consumption.
- Los Javis won a prize at Cannes.
- The article is from eldiario.es.
Entities
Artists
- Los Javis
Institutions
- Meta
- Cannes Film Festival
- eldiario.es
Locations
- Cannes
- France