New Hollywood Phenomenon: Reece Feldman and Speaking the Gen Z Language

His @guywithamoviecamera TikTok account quickly gained over 2 million followers.

Reece Feldman’s rise to becoming a TikTok consultant for Hollywood studios is a testament to his bold approach and understanding of the Gen Z audience. Starting as a production assistant on The Marvelous Mrs. Maisel, Feldman took a calculated risk by posting behind-the-scenes videos on TikTok. This move could have cost him his job but ultimately led to a successful turn of events.

His @guywithamoviecamera TikTok account quickly gained over 2 million followers, catching the attention of Prime Video, which resulted in a collaboration that expanded to include partnerships with nearly every major studio and streamer in Hollywood. Feldman is now considered the Gen Z authority on entertainment, creating content from red carpets, press junkets, and behind-the-scenes footage on sets.

Feldman’s approach involves enlisting A-listers to participate in viral trends and comedic skits, generating millions of views for videos like the one with Christopher Nolan in support of Oppenheimer and the Scream 6 cast. He has worked with studios on various projects, including Barbie, Indiana Jones and the Dial of Destiny, Fast X, Cannes, the Golden Globes, and the Oscars.

The success of Feldman’s TikToks lies in his ability to communicate with the Gen Z audience in their language, making them more receptive to advertising. He emphasizes the importance of creating content that aligns with the audience’s terms and avoids attempting to deceive or manipulate them. “People of my generation know when they’re being advertised to, but they’ll accept being advertised to if it’s in their language,” he says.

While Feldman has formal contracts with Paramount and Prime, other studios seek one-off partnerships. He acknowledges that the collaboration process can be challenging, as marketing teams may not fully comprehend internet humor. “They’re like, ‘I don’t understand, why would this person do this?’ And I’m like, ‘It doesn’t matter. I would have to walk you through three years of internet memes to get you to [understand] why this is now funny — or not even funny, like an ironic funny.” Despite this, the results in views and engagement speak for themselves and brought him financial stability, allowing him to take a break from studio partnerships in solidarity with the SAG-AFTRA strike, joining the picket line in NYC every week.

Looking ahead, Feldman aspires to be a writer and director, particularly in the horror and comedy genres. “I’m wearing two hats: one to do my job but also to learn, just sponge everything.” Ultimately, he sees himself as someone who helps connect audiences with content they will appreciate, emphasizing the importance of finding the right audience for each project. “I’m there to help their movie, their show — whatever it is — to succeed. Regardless of whether or not it is my favorite movie or show, I know that someone will appreciate it; they need to find it.”

Source: The Hollywood Reporter