TikTok Becomes Sponsor of Cannes 2025, Plans New In-App Hub

TikTok is expanding its involvement with the Cannes Film Festival, returning this year not just as a content partner but as an official sponsor of the 2025 edition. The move gives TikTok broader access to the prestigious event and allows it to deliver exclusive behind-the-scenes content directly to users through a dedicated in-app hub.

As part of this expanded partnership, TikTok will showcase live content, red carpet highlights, and exclusive creator coverage under the #Cannes2025 tag. The app will feature interviews with festival participants, sneak peeks, and commentary from invited creators who will share their personal perspectives from the heart of the event.

In addition to digital content, TikTok is hosting real-world events in Cannes, including activations at Copal Beach and a branded venue at the JW Marriott. These spaces are designed to support creator networking and content production, with the goal of deepening TikTok’s presence in the film and cultural landscape.

TikTok’s growing focus on cinema culture comes as interest in film-related content continues to surge on the platform. The company reports that posts under the #FilmTok hashtag rose by nearly 95% over the past year, reaching 1.8 million. Last year alone, over 22,000 videos were tagged with #Cannes2024, indicating strong user engagement with the festival. While TikTok previously hosted its own short film competition at Cannes, this year’s strategy emphasizes its role as an integrated media partner rather than a parallel content producer.