Cineplex is seeking to bring some branded content into its screens through a partnership with TikTok.

“We wanted to make pre-show an interactive, more engaging experience,” says Vanessa Benfield, SVP, media sales Cineplex Media. ” We thought that the partnership with TikTok would provide content that patrons would enjoy, but also give the brands a chance to be part of the experience and be woven in and around the content.”

To begin with, the content will be existing features that have been curated for Cineplex. As the partnership moves forward, the goal is to work with brand creators to produce original content for the cinema experience.

Access to inventory on Cineplex screens is available through the same TikTok platform that brands are already using to create content. “We don’t want the whole thing to be a big commercial,” says Benfield.” But if they have content that could be included, we will add it.”

The inaugural big screen curation will kick off Friday, Nov. 4 with beauty brand Deciem.

The curated TikTok integration will play across all Cineplex screens in both regular format and VIP cinemas, and will be featured in its vertical format and displayed in two-minute segments.

“Collaborating with Cineplex not only brings TikTok’s For You Page to the big screen, it also provides brands an opportunity to extend their on-platform campaigns to audiences in the midst of the pre-show experience,” says Joshua Bloom, GM of global business solutions, TikTok Canada.