Leonardo DiCaprio is making TikToks. Let that sink in. If even Leo—Oscar winner, Scorsese muse, yacht enthusiast—has to create content for 'One Battle After Another,' the old junket playbook is officially dead.
The full promotional surrender: DiCaprio's been making Instagram Reels/TikToks with his Gen Z co-star Chase Infiniti, who's essentially become the cast's social media coordinator, leading Leo, PTA, and Benicio del Toro through trending audios and viral formats. There's footage of Anderson himself directing one of these bits. Imagine that: the auteur behind 'There Will Be Blood' literally coaching his stars through TikTok content. Leo's also been doing the podcast circuit, earnestly discussing his craft with the Kelce brothers, and his likeness has even landed in Fortnite, where players can buy a DiCaprio skin right alongside Sabrina Carpenter's.
The bigger picture: PTA films aren't exactly Gen Z magnets; his audiences typically skew older and arthouse. Yet here's Leo doing Fortnite activations and TikTok trends aimed at viewers who might not even know 'Magnolia' exists. This isn't targeted marketing; it's simply the new baseline. Every major release, regardless of its audience, now requires a TikTok strategy. The traditional press tour (late-night couches, magazine covers) is losing relevance as those platforms hemorrhage viewers.
Looking ahead… Expect this to be the new normal. The algorithm doesn't care about your Oscar count (even if you waited 20 years for it like Leo). Everyone's playing the same game now.
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