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The Walt Disney Co. reached a deal with TikTok to let video creators use official clips from popular Disney, Pixar, Marvel, and Star Wars franchises in their online content.
According to an article by the BBC, the joint initiative, set to launch initially in the U.S. before expanding internationally, will feature a curated feed of fan-created content on Disney+, while also sharing creator videos on Verts, Disney's short-form video platform that launched in the US in March.
Under the agreement, Disney and TikTok will jointly run a program to boost select creators' posts and grant them access to exclusive events.
Social media fan engagement plays an increasingly pivotal role in modern entertainment marketing, with TikTok reporting an average of 6.5 million film and TV-related posts per day last year.
While fan-created clips previously faced copyright takedowns and legal enforcement removing unauthorized intellectual property, the new agreement allows creators, including small, niche influencers with hyper-engaged audiences, to legally interact with major releases.
The partnership follows the cancellation in March of a $1 billion agreement between Disney and OpenAI, which was dissolved when OpenAI shut down its video generation tool Sora.
Financial details of the TikTok accord were not disclosed in Disney's latest quarterly earnings report, which showed a 7% rise in revenue to $25.2 billion and a net profit of $2.8 billion for the period ending June 27.
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