Influencer screenings are here to stay, offering studios a direct line to younger, more diverse audiences. Despite the initial snub, Universal’s embrace of influencers highlights the evolving landscape where content creators hold significant sway.

But as these creators gain prominence, so too do concerns over their often polarising presence and the speed at which they consume and share content. Studios now must navigate a complex ecosystem where influencers can both hype and deride films, shaping public perception in real-time.

The challenge for critics and reviewers lies in producing quality analysis within tight deadlines, while facing increased competition from creators whose work is swiftly consumed online. This dynamic forces studios to rethink their promotion strategies, potentially at the expense of nuanced film criticism.

Ultimately, as parasocial relationships continue to grow, we may find ourselves questioning what constitutes a genuine engagement with art in our increasingly digital world. Will traditional media hold on to its influence, or will it be overshadowed by the immediacy and accessibility offered by influencers?