In this 2-part series, we’re sharing gems about fandoms, creators, and marketing movies from the TikTok SINNERS Symposium. Last week, Paola Mardo sat down with Ryan Coogler, Sev Ohanian, and Jocelyn Yates (@jocwatchlist) about making SINNERS, thinking about the audience, and creating content around movies. This week, we’re diving into the SINNERS marketing campaign from the perspectives of the production company, social media platform, and studio. On this episode, Proximity Media’s Chief Marketing & Operations Officer Terra Potts sits down with Gold House CEO Bing Chen, TikTok’s global head of entertainment partnerships Dawn Yang, and Cameron Curtis, Warner Bros. global digital marketing chief. They break down how to recognize a film’s potential in becoming a cultural moment, the important role creators played, and lessons learned from the viral marketing campaign for SINNERS. CHECK OUT THE PREVIOUS EPISODESINNERS Symposium: How TikTok Creators are Fueling Viral Movies SHOP OUR PROX BOOKS RECS ON BOOKSHOP.ORG LEARN MORE AND READ THE TRANSCRIPT AT PROXIMITYMEDIA.COM WATCH/LISTEN TO IN PROXIMITYYOUTUBEAPPLE PODCASTSSPOTIFY FOLLOW PROXIMITY MEDIAINSTAGRAMTIKTOK (00:00) Creators, you bring hope! (02:54) Recognizing SINNERS can move culture (04:30) Engagement with the film, by the numbers (05:34) Trusting the community to create and interpret (08:37) Bringing creators into the process early (11:04) How fandoms are sustained (12:44) Lessons learned form the marketing campaign (16:18) Hope for the future of creatives IN PROXIMITY IS A PRODUCTION OF PROXIMITY MEDIA Host, Director, Producer: Paola Mardo Executive Producers: Ryan Coogler, Zinzi Coogler, Sev Ohanian Theme Song and Additional Music: Ludwig Göransson Co-Director and Director of Photography: Patrick Epino Sound Designer and Mix Engineer: Ken Nana Editors: Patrick Epino, Ken Nana, Ben Caloza Motion Graphics Designer: Apollo Baldoz Associate Producer: Celine Mendiola Production Coordinator: Joy Woo Social Media Coordinator: Alexandria Santana Production Intern: Ben Caloza Footage: Mirrored Media for TikTok