TikTok, the world’s leading platform for short-form video creation and viewing, has launched a large-scale initiative in Kazakhstan for the first time — the project #нетамашалаймыз ("What Shall We Watch"). This new film hub is designed to give fresh momentum to the country’s cinematic development, making Kazakh films more accessible and closer to a wider audience. The initiative is backed by major production studios and well-known film professionals, DKnews.kz reports.
TikTok has become a go-to platform for entertainment lovers — a place where anyone can discover something new and instantly share it with millions of users. From must-watch new shows to cult classics making a comeback, TikTok is uniting film enthusiasts worldwide, including in Kazakhstan. The platform is fast becoming a central point for discovering all things cinema. For example, posts with the hashtag #WhatToWatch have doubled over the past year, surpassing 4.7 million, while hashtags like #movies and #series have collectively reached over 4 million posts.
But TikTok is doing more than just inspiring people to watch movies and shows. It’s cultivating entire subcultures of passionate fans, sparking discussions and viral trends, and reshaping how people today interact with and perceive entertainment content. At the same time, global film industry players — from major studios to independent brands — are increasingly joining TikTok, launching their own accounts, posting content about their films, and building vibrant communities around their projects.
To support Kazakhstan’s film industry and inspire local cinephiles, TikTok has unveiled #нетамашалаймыз, a fully localized initiative aimed at becoming a true national cinema hub. The project will allow filmmakers to connect more closely with their audiences, while helping viewers discover new films and build communities of like-minded fans.
The initiative has already become a unique meeting point between content creators, TikTok users, and the film industry. Key players in Kazakhstan such as Sälem Entertainment (@salem.entertainment), Clover Street Production (@clover.street), Tiger Films (@tiger.films.kz), and KinoPoisk Kazakhstan (@kz.kinopoisk) are supporting the project. Well-known figures from the film scene — actor and director Olzhas Nurbay (@olzhas_nurbay), action director Robert Kun (@robertkun_rk), and actress Saltanat Kudaibergenova (@saltanatts8) — are also taking part. Film-focused TikTok creators like Zhandos Dynasyilov (@din_zhandos) and Indira Erdenova (@indiranovaa) are sharing exclusive reviews and recommendations as part of the campaign.
The app now features a dedicated in-app hub where users can explore top reviews by creators, exclusive partner content about upcoming releases, and videos from well-known film figures. Users across Kazakhstan are also invited to take part in a competition — with a chance to win exciting prizes. To enter, participants simply need to register on the project page in the TikTok app and upload a video about a film or TV show — whether a review, reaction, behind-the-scenes trivia, or anything related to the world of cinema — with the hashtag #нетамашалаймыз. Videos must be longer than 10 seconds. The contest runs through June 30.
"Today, when anyone can be a content creator and be heard, people are openly sharing their impressions of films, debating, discussing, and happily trying their hand at being film critics. This gives production companies and filmmakers a unique opportunity — not just to watch from the sidelines but to truly connect with their audience and better understand their interests and moods. We believe the #нетамашалаймыз initiative will be a meaningful step toward building an open, inspiring dialogue between Kazakh viewers and the film industry — while helping users discover new films, series, and of course, expand their circle of fellow enthusiasts"
– said Melis Çaglar, Head of Operations for TikTok in Eastern Europe and Central Asia.
