As marketers look for new ways to attract moviegoers, TikTok has released stats showing it can have an impact on getting users to the theaters.

According to a recent survey from TikTok, users of the social media app already have a larger affinity for going to the theaters users are more than 44 percent more likely than non-users to go to the movies at least once per month.

Of those attendees, 33 percent say that TikTok was the reason they went to watch a new movie in theaters and 47 percent said they learned about a new movie through TikTok. After finding a new movie on TikTok,42 percentsay that they looked up showtimes and36 percentsay that they purchased a ticket. Overall, movies and TV is the 4th most viewed content category across TikTok, which has about 170 million users in the U.S. I think entertainment clients that really lean into the platform and are able to show not just the uniqueness of their talent, but the uniqueness of their IP and really taking us behind the scenes of what happens in a lot of their their movies and the production phases, it really drives affinity and resonance for the entertainment users on our community to want to go and consume that content in real time, said Edvin Depacevic, TikToks head of entertainment.

Among the recent examples, Universal decided to launch a separate TikTok channel for Twisters, which now has more than 270,000 followers and 8.2 million likes. The channel launched on TikTok in February with the movie trailer, and then the marketing team started posting daily content mined from the trailer to generate awareness and build up the page before featuring content with the cast.

Because of the cast we had and the nostalgia of this film and the way in, we thought it was a unique opportunity to start up a channel and to really invest in more of an organic strategy for long lead, said Katie Hawkins, VP of digital marketing, Universal Pictures.

Part of the strategy also included promoting organic trends that emerged on the platform, including the Twisters in 4DX videos, which showed before and after videos of attendees seeing the movie in 4DX, as well as videos about TikTokers seeing the film for the plot, and then zooming in on Glen Powell. Cast members, including Anthony Ramos, also participated in ongoing trends on TikTok, including the dance to Charli XCXs Apple, in addition to sharing behind-the-scenes footage and moments from the press tour. The movie had a record domestic opening weekend of $80.5 million.

I think fans, when they feel like its authentic and they feel like its something that is relevant to them, that is always going to convert and, for us, get people to go see a movie in a theater, Hawkins said.

Per the study, TikTok found that ads that leverage trends on the platform were 1.5 times more likely to hook a user, with 39 percent of TikTok moviegoers saying trends or challenges influenced their decision to go to the theater.

Sony also leaned into Tiktok for the marketing of Bad Boys: Ride or Die, with a large part of the strategy centered on partnering with creators. Khaby Lame, who has close to 163 million followers on Tiktok was tapped for a cameo in the film, and posted two collab videos. The studio also brought TikTok creators to the lot to see the trailer and take photos with stars Will Smith and Martin Lawrence (and share their experiences on the app) and later held a day for creators to propose content ideas and shoot videos that would be crafted to their audiences.

In working with creators, the goal was also to create content that felt native to the platform. This was in addition to an ad placement with Smith and Lawrence in TikTok and other videos.The movie opened to a strong $56.5 million at the domestic box office.

We obviously had an amazing partner in Will, whos a social media native himself, so that was really beneficial. But what we did with this is really use every moment of the campaign as a content creation opportunity for the platform, said Rose Phillips, SVP, global digital marketing social media, Sony Pictures.

Overall, Phillips says TikTok is a large part of the studios digital marketing strategy.

Its a big piece of the pie for us that were thinking about and thinking about it unique to other social platforms, Phillips said.