TikTok’s Cannes Takeover: Tom Cruise, Short Films & Hidden Opportunities for Creators

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As a die-hard fan, I was absolutely flabbergasted during the initial week at Cannes Film Festival when none other than Tom Cruise himself dropped by for a heartfelt discussion about his upcoming movie “Mission: Impossible – The Final Reckoning.” This unexpected encounter left me exhilarated and eagerly anticipating the film’s premiere.

34 creators specializing in films, invited by TikTok to attend their festival worldwide, believed they were heading to the J.W. Marriott’s festival hub for a workshop on content creation – but they got a surprise when Cruise unexpectedly appeared. In collaboration with Paramount, Cruise engaged in a 20-minute chat by the fireplace with creator Reece Feldman (@guywithamoviecamera) and afterward, spent approximately an hour conversing individually with numerous TikTok creators.

Tom Cruise stated that he’s always acted without seeking approval,” he said to the assembly. “Artists, directors, entrepreneurs, and others often inquire, ‘What should I do?’ Just do it! Gather knowledge, put it into practice, and don’t hesitate until you know everything. The best way to learn is by taking the plunge and not being overly concerned with errors.

For Marlène Masure, TikTok’s head of content operations for EMEA (Europe, Middle East, and Africa), her time with Cruise underscores the incredible value that TikTok has gained beyond being an official partner of the festival, extending into the film industry at large.

Two hours on Tom Cruise’s schedule highlights the might of our film industry and underscores its significance,” she expressed at the festival to EbMaster. She further mentioned, “My hope is that this serves as an inspiration for other studios to offer more opportunities for creators to collaborate with top-tier talent.

This year at the festival, TikTok seemed to have a more prominent role than ever before, with numerous events and activities taking place. The platform hosted its own party, an industry brunch where Feldman interviewed Daniel Kaluuya about redefining fandom, and showed a premiere for Feldman’s first short film, “Wait, Your Car?.” For Feldman, who began sharing videos on the platform in 2020 from the set of “The Marvelous Mrs. Maisel” and now has over 2.4 million followers, it was an unbelievable experience.

He’d always held that vision: debuting his initial creation at Cannes. If fortune had ever smiled upon him with a lottery win, his immediate action would have been to gather himself, select one of the scripts he’d penned, and then delve into the nitty-gritty of bringing it to life.

After learning about the project opportunity in February, Feldman had approximately three months to compose the script, choose actors, film, edit, and submit the short movie. Entitled “Wait, Your Car?,” this production features Whitney Peak, Ruby Cruz, Minnie Mills, and Noa Fisher, who portray four friends whose bond is strained when one of them believes her vehicle is trying to harm her. The Palais screening received rave reviews, with the room standing-room only due to the overwhelming interest. Feldman intends to showcase this short at various film festivals in anticipation that studios and production companies will view it as a demonstration of his unique style.

As a movie critic, I’d put it this way: “I can’t wait for audiences to experience my unique cinematic style – from the mood and pacing to the writing and humor. That’s what makes my work stand out as ‘the distinct voice of Reece’.

Masure views the partnership with Cannes, which began four years back, as a means to return favor to TikTok’s bustling #FilmTok community and offer a behind-the-scenes glimpse of the festival for those newcomers discovering it. By the second week of the event, 27,000 videos were produced on TikTok with the hashtag #Cannes2025, compared to 22,000 from the previous year, and content generated by creators at the festival amassed over 26 million total views collectively.

Originally, Cannes was somewhat exclusive to a particular circle of filmmakers within the cinematic industry, according to Masure. Our goal is to broaden that exposure and showcase more undiscovered talent. With our platform, anyone creating content has the opportunity to rise as a talented filmmaker.

Zainab Jiwa (@zeewhatidid), both creator and host, has noticed an increase in curiosity about the festival among her predominantly Gen-Z followers. “It’s been a fantastic method for providing them a peek into a world that often appears exclusive,” she expressed. “Throughout my journey, I’ve aimed to bring the audience along with me because I didn’t have that experience growing up.

Jiwa, who gained popularity last autumn following her lively interview with Denzel Washington where he offered guidance, was present during the second week of the festival to serve as the red carpet host for the premieres of Wes Anderson’s “The Phoenician Scheme,” Spike Lee’s “Highest 2 Lowest,” and other productions. Despite the fact that Jiwa may be holding a microphone and conversing with some of the most prominent figures in Hollywood, she admits that her role is distinct from that of a journalist – many of whom have expressed discontent in recent times due to limited access to talent at Cannes and similar festivals.

In interviews, she explained, her goal isn’t to extract information or uncover secrets. Instead, she aims to create an easy-going atmosphere, fostering a friendly conversation, as this is what her audience prefers.

Jiwa and Feldman are upfront about collaborating with production studios on numerous discussions. “Ultimately,” Feldman admitted, “I’m partial to their perspective. I’m being compensated by these studios, so my viewpoint, from the outset, might not be impartial.

However, just because these exchanges might appear casual or off-the-cuff, it doesn’t diminish their significance. Instead, Masure views interactions between stars such as Cruise and creators like Feldman as akin to intellectual discourses among equals.

She remarked that Feldman’s questions to Cruise were highly technical, focusing primarily on the intricate stunts for “Mission: Impossible 8”. Given his background in filmmaking, it was clear that he possessed extensive knowledge about the subject. It felt as if one professional in the movie industry was conversing with another.

Fundamentally, it’s logical for Feldman that TikTok is prominent at Cannes, given his belief that the movie industry and social media are now inseparably linked.

He suggested embracing the essence of TikTok. This doesn’t necessarily involve asking talent to dance; rather, it could simply be about showing them how to register for the festival.

As a movie buff, I’d put it this way: “I’ve found that TikTok isn’t just about the extreme use of social interaction. It’s a platform where people from all walks of life gather, making it accessible and approachable. I believe it serves as a sort of public square, pushing us to listen to voices beyond our usual choices.

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2025-05-26 14:18