Influencers have become Hollywood's secret weapon and studios are spending big to keep them happy
Amanda Castrillo was driving with her husband through Los Angeles when she let out a scream so loud that he almost swerved off the road.
For months, Castrillo, 26, had worked on building up her TikTok account, posting fangirl missives and comedic bits about all things"Star Wars" and Marvel. She'd created the account in 2020 after being furloughed from her job in retail at the height of the pandemic.
"The devotion to this part of marketing is probably the biggest change during the COVID era," says Marc Weinstock, the president of worldwide marketing and distribution at Paramount Pictures."I think it was exacerbated by the fact that a lot of people were watching TikTok videos because they were stuck at home.
She now spends her days acting as a go-between for influencers and studios, helping the former find their voice and pitching the latter on how to market them."My first question when I sit down with an influencer is what do they want to do when they grow up — and that doesn't matter what their age is," Gomez tells Insider."It's, 'What do you want to do with the platform you've built?' And it's different per person.
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