Long before “Barbie” exploded at the box office this summer, it was clear on TikTok that the movie was going to be a big deal. Whether through studio marketing or organic fan activity, entertainment properties new and old take on a life on their own on the Bytedance-owned platform. Reia Davidson, US Head of Media and Entertainment, and Catherine Halaby, Head of Entertainment for North America discuss their strategies in this episode.  See omnystudio.com/listener for privacy information.