Hollywood is embracing content creators in a shaky bid to win back Gen Z viewership

By Naomi Bernstein

After years of giving influencers the cold shoulder, it seems Hollywood’s old guard is now shamelessly poaching talent directly from the Gen Z creator economy. It’s a keep-your-friends-close-and-your-enemies-closer, you-scratch-my-back-and-I’ll-scratch-yours kind of symbiotic relationship, where follower counts reign over credit lists.

The shift is becoming increasingly evident across beloved institutions—from Saturday Night Live (see cast members Jane Wickline, of Tiktok fame, and Veronika Slowikowska, of Instagram) to HBO Max’s highly anticipated third season of Euphoria—premiering tomorrow—where TikToker Vinnie Hacker joins movie stars Zendaya, Jacob Elordi, and Sydney Sweeney.

The root of the problem for Hollywood here is that the READ ON