Movie studios are always looking for means to reach their audience wherever they are, and Lionsgate is experimenting with a new delivery method to getting people to see its “John Wick” spinoff “Ballerina,” by selling movie tickets to the film via TikTok.

In a move that Lionsgate is positioning as the first such example of it, moviegoers in the U.S. can purchase a ticket to see “Ballerina” directly through the TikTok Shop. It’s a neat enough idea that it’s surprising no one has tried it before.

Granted, Lionsgate isn’t circumnavigating Fandango or other ticketing services with this move. For anyone watching the livestream of the “Ballerina” premiere, which is taking place now in London, those viewers will be able to directly within the app visit the TikTok Shop and buy a package of merch tied to the film. With that purchase, you’ll get a physical...