The TCM Classic Film Festival, running this year from April 24-27 for its 16th annual edition, comes at a pivotal time for the network and the state of classic cinema as a whole.

As a new generation of cinephiles flock to vintage film screenings across Los Angeles and beyond, the TCM Classic Film Festival is meeting the moment with Tiktoks and creators helping spread the word.

Beginning in January, TCM hosted a video series titled “New Voices of Film,” where three content creators and impassioned cinema lovers presented a film of their choosing to program on the network. The selections ranged from the Douglas Sirk melodrama “All That Heaven Allows,” Billy Wilder’s “A Foreign Affair” to the pre-code classic “Merrily We Go to Hell.” But in order to reach younger audiences, TCM has also focused its efforts across social media, with short-form videos on TikTok and Instagram drawing bridges between contemporary and older films.