Recently, after the addition of fan editors to its marketing team, Lionsgate tapped into what was resonating online to promote the latest installment of “Now You See Me.”
While on a press tour for “Now You See Me: Now You Don’t,” one of its stars, Isla Fisher, shared that she and her cast mates often commented on how attractive co-star Dave Franco looks when he is wet on screen, calling him “Wet Dave.”
Fans immediately homed in on that nickname, as did Lionsgate, which posted a video mixing Fisher’s comments with footage of Franco from the film. It has garnered nearly a million views as of this week.
When asked about it during an appearance on “Late Night with Seth Meyers” last month, Franco joked about seeing the video.
“Lionsgate … reached out with this TikTok video they made and wanted me to approve it before they put it on socials,” he said. “I was thinking it was going to be a cool behind-the-scenes look at us doing some difficult card tricks … and then I opened the video and it’s a thirst trap video of me and I’m wet, and I’m like this is living on Lionsgate official TikTok page? What are doing?”
Some TikTok users said fan edits have influenced what content they choose to consume.
Gwen Hugenberg, a 15-year-old in Indiana, said she has seen several trailers that have made her want to skip an outing to the theater or a binge watch at home. People’s fan edits, however, have swayed her.
“I think part of what really speaks to people is that a movie can be conveyed in a different lighting or sense than what they thought when they saw it,” said Hugenberg, who spends her free time in between school and playing sports making fan edits using the app CapCut.
Many online also said making fan edits has helped them forge a sense of community. With “Heated Rivalry” in particular, social media users said the gay love story, and its popularity online, has made them feel less alone.
“I’m a queer woman who was raised in a small, conservative town, so to see a gay, sex-forward show gain such a following has felt pretty important,” said Melissa, 19, who asked not to use her last name due to concerns her family would learn about her sexuality.
The teen, who goes by the TikTok username lissaxedits13, said she uses CapCut (“the free version, because I’m a broke college student”) to make edits about the show, which have garnered millions of views.
Madeline Cavna, 26, from Gaithersburg, Maryland, said she was “surprised” by the “overwhelming positive attention” surrounding her “Heated Rivalry” edits.
“It’s apparent this show was made with a lot of care for its audience,” she said. “And in a time in my country where there’s a great political and cultural shift towards hate, division and homophobia, this unifying cultural moment about a fictional gay love story feels unbelievably healing.”
HBO Max, which did not immediately respond to NBC News’ request for comment, has already renewed “Heated Rivalry” for a second season.
And Williams and Storrie, the show’s stars, have become one of Hollywood’s favorite duos, with even fellow celebrities fawning over them.