The Brief

One of Los Angeles’ most polluted stretches of land soon will be cleared for new development, and a full accounting of the ground’s degradation will be left largely to an oil company.

For almost 40 years in the middle of the 20th century, workers at an oil refinery with connected facilities in Wilmington and Carson buried truckloads of slop oil and acid sludge directly on site. Decades later, much of that waste still is in the soil and water table, state records show.

Phillips 66, which now owns the century-old refinery, will idle the plants by the end of the year. In some areas, the contaminated underground layer is more than 16 feet thick. Yet the only estimates for how much it will cost to tear down the refinery and clean up the fouled land is from Phillips 66, which blamed “market dynamics” for its closing.

“It is a huge problem that there is currently no disclosure requirement concerning the actual cost,” said Ann Alexander, an environmental policy consultant and principal at Devonshire Strategies. So much waste has accumulated under and around the refinery, it has formed a subterranean “lake of hydrocarbons,” she added. It could take decades to address.

Some community advocates fear Phillips 66, whose refinery produces up to 139,000 barrels of oil products a day, will offload the financial and health burdens onto the public. The company declined to answer questions, but a spokesperson said it is developing plans to continue removing polluted soil.

“We are in the preliminary planning stages for this work and cannot speculate on a definitive timeline or estimated cost of the decommissioning and remediation,” spokesperson Al Ortiz wrote in an email.

It’s rare for major oil refineries to close, but it may become more common as state and local governments increasingly turn to renewable energy — as California plans to do by subsidizing electric vehicles.

An aerial view of the southeastern side of the Phillips 66 refinery in Wilmington.

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Courtesy Google Earth

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The U.S. Energy Information Agency predicts a small increase in gasoline prices due to the Phillips 66 refinery closure and of a Valero-owned refinery in the Bay Area city of Benicia next year. California officials are holding out hope that other companies will buy one or both of the refineries and keep them in operation, as lawmakers are considering whether to streamline permit approvals for refineries.

In the meantime, years of groundwater testing by regulators reveal a toxic legacy. Among the pollutants in the groundwater under the Carson and Wilmington facilities, overseen by the Los Angeles Regional Water Quality Control Board, are lead from buried waste and dangerous levels of per- and polyfluoroalkyl substances (PFAS) from foam used to fight fires at the refinery.

The Phillips 66 refinery in Wilmington receives refined oil from the Carson plant to make gasoline, diesel and jet fuel.

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None degrade naturally and likely will have to be contained underground, said Danny Reible, a professor of environmental engineering at Texas Tech University who has advised governments on such cleanups. It is “effectively impossible to remove 100%” of such pollution, Reible said.

Some contaminants have leached into aquifers that are a source of drinking water. Since 2023, more than five different samplings by Phillips 66 found elevated levels of tert-butyl alcohol, a gasoline additive, in a groundwater monitoring well in a neighborhood about a half-mile from the Wilmington site.

The well, which is not used for drinking water but touches an aquifer that is connected to drinking water wells in South L.A., has been tested since 2008 after regulators suspected pollution had migrated there. Phillips 66 said the tert-butyl alcohol findings are not attributable to the refinery, and the Los Angeles water board said it did not test drinking water wells for the pollutant because they are all more than a mile from the refinery.

As for the Carson site, two reports from 2005, one by the U.S. EPA and another by the local water board, noted its contamination of the Silverado aquifer could affect nearby drinking water wells. Sampling last year found tert-butyl alcohol in a groundwater monitoring well located at the refinery.

The polluted water is being pumped and transported to disposal sites and recycling facilities, said the Phillips 66 spokesperson. The Los Angeles water board said it has overseen the removal of 2.8 million gallons of light non-aqueous phase liquid (a layer of petroleum contamination that floats on top of water) and 317 million gallons of “impacted groundwater” — the size of 480 Olympic pools. What’s known as a biosprage system also injects pressurized air into the contaminated layer to break down some pollutants.

In the soil above the groundwater, there is a plume containing volatile organic compounds, such as benzene — a known carcinogen — and other gasoline chemicals like diisopropyl ether and methyl-tert-butyl ether, according to testing done last year. Their noxious vapors travel upwards and can seep into buildings.

Phillips 66 said it “engaged” Catellus Development Corporation and Deca Companies to evaluate the 650-acre refinery complex — the size of about 500 football fields. Neither responded to requests for interviews.

The job of regulators after the refinery closes is limited and at times unclear.

The water board will continue testing groundwater but has “no role” in the closure, spokesperson Jackie Carpenter said. It could impose fines on Phillips 66, something it has not done recently.

The Department of Toxic Substances Control told Capital & Main that it only oversees waste removed from an asphalt-capped pond at the Carson plant and a concrete-lined stormwater holding basin at the Wilmington site. Any future waste it deems hazardous also would have to be reported for tracking.

The Phillips 66 refinery facility in Carson begins the process of refining crude oil into petroleum products.

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Courtesy Google Earth

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A request for comment sent to Gov. Gavin Newsom’s press office went unanswered.

Julia Giarmoleo, a spokesperson for the U.S. EPA, said states are authorized to manage solid waste and groundwater contamination. (In 2019 the EPA rejected superfund financial responsibility requirements for oil refineries.)

A lack of coordination worries environmental justice organizations, which are pressing the state of California to establish a refinery wind-down process.

It’s been a “chaotic” process, said Sylvia Arredondo, civic engagement director at Communities for a Better Environment. Instead, the state should be taking an active lead to “do it as a gradual shift.”

The costs also are uncertain.

In filings to the Securities and Exchange Commission, Phillips 66 said “asbestos abatement” and “decommissioning of assets” at its Los Angeles refinery would cost $231 million.

But decommissioning and cleaning “are two different processes with wildly different price tags,” said Faraz Rizvi, policy and campaign manager for Asian Pacific Environmental Network, which is holding a town hall meeting to gather input from nearby residents.

Refinery owners’ disclosure of those costs is mostly unregulated, and they’re allowed to presume refineries have no retirement date. That’s different from other industries with more certain retirement dates, such as nuclear, where plant owners must maintain a fund to close generating stations.

Six of the largest oil refining companies in the U.S., including Phillips 66, have actual closure costs estimated at $34 billion combined, but their own estimates total less than $1 billion, according to a report by London-based think tank Carbon Tracker, which based calculations on daily output capacity.

Taxpayers could end up covering shortfalls, said Eric Stevenson, a former director of meteorology, measurement and rules at the Bay Area Air Quality Management District. “It’s the Wild West right now,” Stevenson said.

Phillips 66 reported a $908 million loss on its Los Angeles refinery in 2024. Its leadership saw a shakeup after the hedge fund led by billionaire Paul Singer bought a $2.5 billion stake in the company and pushed for a focus on other assets, including a petroleum export hub near Houston.

Mass layoffs have followed Singer’s involvement at other companies, such as a petroleum refinery in Contra Costa County owned by Marathon Petroleum. About 600 employees and 300 contractors work at the Los Angeles refinery.

Phillips 66 will retain a presence in Los Angeles. In addition to importing gasoline from its Washington state refinery, it faces federal charges for dumping 790,000 gallons of oil-laden wastewater into county sewers in 2020 and 2021. A criminal trial is scheduled for next year.

Standing outside the Wilmington refinery on a recent morning, longtime resident Anita Gomez urged a group of staff members for state lawmakers not to let the company skirt its obligations. 

She said action is needed to prevent repeating what has happened at other shuttered industrial facilities in the area, including a battery recycling plant in Vernon, where industries have walked away and left the cleanup of their pollution to taxpayers.

“They simply close and don’t clean up,” Gomez said.

Orcas, the lovable black and white marine predators, have taken over 10,000 square feet of the Natural History Museum of L.A. County.

Orcas: Our Shared Future, which opened Sunday, includes floor to ceiling screens that play orcas swimming in the wild and a life-size replica of Ruffles.

He was one of the first orcas Alisa Schulman-Janiger, lead research biologist for the California Killer Whale Project, saw in the wild back in the 80s.

“It’s not him but it represents him. And I can actually go back in time and replay: I was standing here and my boyfriend who became my husband was standing next to me... seeing them under us foraging for fish,” she said.

Schulman-Janiger, who is also a research associate for the museum, said there was a sighting of these giants – the largest members of the dolphin family – in our local waters just this month.

“In the Channel Islands,” she said. “I just looked at some photos today sent to me by one of the naturalists... and she saw at least 16 different orcas.”

There are 140 original artifacts and specimens to see and experience at the immersive show, including sculptures and masks by Indigenous artists of the Pacific Northwest Coast.

Fred DeNisco, an orca expert from British Columbia who goes by ‘The Orca Man’ on social media, said he fell in love with orcas at the age of three, while watching 1993’s Free Willy in the back of a mini-van.

An original 'Free Willy' VHS clamshell on display at the Natural History Museum of LA County

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Robert Garrova / LAist

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He’s followed the exhibition all over the U.S. and Canada.

“It is just so unique in the breadth of topics that it covers, both in indigenous relationships with orcas, the research and more particularly our human relationship and the tumultuous relationship that has in media and captivity and even whale watching,” DeNisco told LAist.

And in case you’re wondering, the exhibition does include an original clamshell for a VHS copy of Free Willy, the film that inspired a generation of orca-lovers like DeNisco.

You can check out Orcas: Our Shared Future through April 25, 2027.

Ticket info is at the Natural History Museum website.

LAist is one of the Natural History Museum’s media partners for the exhibition, Orcas: Our Shared Future.

I’ve loved reading your reactions to the new LACMA David Geffen Galleries. Here are just a few of the many responses we received; most were positive, but there were some smart criticisms as well:

“The architecture by Peter Zumthor and the uniquely designed way of displaying the collection across time and place was brilliant! The joy is in finding the connections.” —Marlan

“Time and place braid together in a continuum unleashed from the strictly defined spaces typical of an encyclopedic museum. Truly radical in the best way possible.” —Bianca

“The art seemed to be presented in an almost random order, as if they took LACMA's collection like a deck of cards, shuffled them twice, and then just hung everything in the resulting order.” —Steve

Licorice Pizza has your music picks for the week, including post-hardcore band La Dispute at the Belasco, indie-folk star Cut Worms at Pacific Electric and rock en español sensation Julieta Venegas at the Grammy Museum — all on Tuesday. Wednesday, Charlie Puth is at the Forum, dream-pop trio Sunday (1994) is at Hollywood Forever Cemetery, singer-songwriter and breakout The Voice contestant Carol Ades plays the Troubadour and Latin rock band Zoé plays the first of two nights at the YouTube Theater. Thursday, Chet Faker plays the Novo, Maro is at the Fonda, King Tuff plays Sid The Cat Auditorium and a cappella legends Take 6 begin their four-night residency at the Blue Note.

Elsewhere on LAist, you can get a first look at the new Annenberg Wildlife Crossing, find out more about this King Taco’s historic designation, and grab your tickets for Wild Card with NPR’s Rachel Martin Live at the Crawford on May 2.

Events

Enormous Things

Tuesday and Wednesday, April 28 and 29
Elysian Theater
1944 Riverside Drive, Elysian Valley
COST: $25; MORE INFO

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Courtesy The Elysian

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A more up-my-alley musical has never before landed in my Instagram feed. Do you, like me, enjoy modern art and showtunes more than almost anything else? Enormous Things — a musical about Claes Oldenburg where Jeff Koons is the villain — might also be for you.

Just Sing 

Thursday, April 30, 7:30 p.m. 
Laemmle NoHo 7
5240 Lankershim Blvd., North Hollywood
COST: $14.50; MORE INFO

Fans of Pitch Perfect will want to check out this local real-life story. Just Sing follows the USC a cappella group SoCal VoCals as they make their way to the International Championship of Collegiate A Cappella in New York City. Co-directors and cinematographers Angelique Molina and Abraham Troen will host a Q&A following the screening.

Japanese Heritage Night at Dodger Stadium

Monday, April 27, 7:10 p.m.
Dodger Stadium 
1000 Vin Scully Ave., Elysian Park 
COST: FROM $70; MORE INFO 

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Courtesy Los Angeles Dodgers

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Japanese superstar Yoshiki will perform at the Dodgers vs. Marlins game ahead of his headliner performance at Disney Hall in July, marking Japanese Heritage Night at the stadium. Get there early to hear the music, enjoy Japanese food specials and grab your special game jersey.

Old Woman Naked

Wednesday and Thursday, April 29 and 30, 7:30 p.m. 
The Broadwater Second Stage
6320 Santa Monica Blvd., Hollywood 
COST: $45; MORE INFO 

Acclaimed author Pamela Redmond is no stranger to using her own life for inspiration for her beloved fiction, like Younger (which later became the hit Freeform show) and Older. But baring all — emotionally and physically — onstage? That’s new territory for the 72-year-old. First performed in New York to a sold-out one-night-only crowd, Old Woman Naked digs into the truth about aging, sexuality, feminism, motherhood and coming into your own. An additional date of May 17 has just been added.

Comedy, at Night 

Tuesday, April 28, 8:30 p.m. 
UCB Franklin 
5919 Franklin Ave., Hollywood
COST: $20; MORE INFO 

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Courtesy UCB Comedy

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Bob Odenkirk, Sarah Silverman and many more bold-faced comedy names join this showcase at UCB Franklin, hosted by Nate Odenkirk and Ari Mostow.

Double Chin pop-up 

Monday, April 27, 9 a.m. until sold out 
Petitgrain Boulangerie 
1209 Wilshire Blvd., Santa Monica 
COST: VARIES; MORE INFO

Double chin? More like double yum. Get in line early for this pop-up at Petitgrain, featuring Leah Chin-Katz’s popular pastries and jams.

Glowworm Full Moon Night Hike 

Thursday, April 30, 7 p.m. to 9 p.m.  
Gabrielino Trail, Western Trailhead
915 Ventura Street, Altadena
COST: FREE; MORE INFO 

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Jason Journeyman

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Rattlesnakes sleep at night (right?), so head out for a late-night hike to see the rare California pink glowworms that come out this time of year in the Altadena foothills. Intrepid hiker Jason Wise (Journeyman) leads this nature-filled evening with L.A. Rises.

Screening: Dead City Punx 

Thursday, April 30, 7:30 p.m.
Brain Dead Studios
611 N. Fairfax Ave., Melrose 
COST: $18; MORE INFO 

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Courtesy Gold Atlas

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Dead City Punx exhibit 

Through Saturday, May 30
Beyond the Streets 
434 N. La Brea Ave., Mid-City
COST: FREE, MORE INFO 

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Punk in Los Angeles is far from dead. Dead City Punx, whose shows have shut down streets and seen fans start fires, are the focus of a new documentary and gallery show at Beyond the Streets. Dead City Punx (trailer here) tells the story of the band that built a following through “chaotic, illegal outdoor shows during the pandemic — complete with bonfires, fireworks, graffiti and clashes with law enforcement — ultimately sparking a movement that challenged what DIY and punk culture mean today.” Produced by Rage Against the Machine’s Zack de la Rocha, the film and gallery show are out now.

Los Angeles County is home to the largest homeless population in the U.S. — more than 72,000 people, according to official estimates.

In 2024, county voters approved Measure A, a half-percent sales tax increase aimed at raising $1 billion a year for homeless services and affordable housing.

Its backers promised voters more transparency, accountability and results.

As new revenue flows in, questions about how L.A. County spends homelessness dollars aren’t going away.

How Measure A came to be 

Homeless service providers and advocates wrote and campaigned for Measure A in 2024. Their goal was for it to replace a smaller, temporary county sales tax for homeless services known as Measure H, which was set to expire in 2027.

That quarter-percent sales tax, approved by voters in 2017, delivered about $500 million a year.

That new funding helped move more people into shelter beds, and the number of unhoused people in shelters in L.A. County increased from about 15,000 in 2017 to about 23,000 in 2024, according to official estimates.

But the county's overall unhoused population — which includes people staying in shelters as well as those living on the streets —- grew by 37%, from about 55,000 in 2017 to more than 75,000 in 2024.

Measure A’s solution was to double the special sales tax for homelessness, make it permanent and use the extra revenue to help build more affordable housing in addition to homeless services.

A majority of county voters agreed. The county enacted the “Affordable Housing, Homelessness Solutions, and Prevention Now Transactions and Use Tax Ordinance” — and then started collecting the Measure A tax in April 2025.

Elise Buik, President and CEO of United Way of Greater Los Angeles presents an award to Peter Laugharn, President and CEO of Conrad N. Hilton Foundation at the United Way "Annual HomeWalk To End Homelessness" in 2017. Both organizations were major backers of Measure A, along with the California Community Foundation and others.

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Greg Doherty

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Measure A’s promises

Voters approved Measure A amid increasing concerns about the regional agency long tasked with managing public homelessness dollars by the county and city of L.A.

A county audit in late 2024 found that the Los Angeles Regional Homelessness Authority, or LAHSA, had regularly paid service providers late and failed to properly monitor contracts. A separate court-ordered report found L.A. city officials had made it impossible to accurately track homelessness spending, largely by outsourcing to LAHSA.

Measure A proposed a new approach to the region’s homeless services system, which many have described as “dysfunctional.” Written into the ordinance were clearer systemwide goals, increased accountability over spending and consequences for programs that fail to perform.

Unlike Measure H, which focused on getting people off the street, Measure A was written to also focus on preventing people from falling into homelessness. It directs more than 35% of its roughly $1 billion in yearly revenue to a new county affordable housing agency. Supporters estimated it could produce 18,000 new affordable units in L.A. County over 10 years.

It directs 60% or revenues towards homeless services — and dedicates a portion of that funding to be split directly among L.A. County’s 88 cities.

Measure A delegated oversight responsibilities for the spending to the county Board of Supervisors and two governance bodies the board had established in 2023 to coordinate regional planning on homelessness.

The first is an advisory group called the Leadership Table for Regional Homelessness Alignment. It includes nonprofit service providers and experts who meet regularly and inform policy decisions.

That group advises a more powerful one called the Executive Committee for Regional Homelessness Alignment, which sets Measure A’s goals and makes plans and funding recommendations.

Its nine members include two county supervisors (currently Kathryn Barger and Lindsey Horvath), the L.A. mayor (currently Karen Bass), an L.A. City Council member (currently Nithya Raman), a representative from Gov. Gavin Newsom’s administration and four officials from cities across the county.

The committee’s recommendations go to the county Board of Supervisors, which has the final say.

Last March, the supervisors formally adopted five-year Measure A goals with 2030 deadlines. They include: reducing unsheltered homelessness in the county by 30%, moving twice as many people annually into permanent housing and boosting affordable housing production by about 50%.

Measure A’s effects

One of the early after effects of passing Measure A has been a reorganization of who controls the growing pot of county homelessness dollars.

In April 2025, the Board of Supervisors voted to divert more than $300 million from LAHSA and create a new county department, the Department of Homeless Services and Housing, to manage homelessness funding directly.

Supporters of the move said it was necessary because Measure A voters were demanding accountability that LAHSA wasn’t delivering. The new county department formally launched in January.

The full transition of LAHSA programs to the county is planned in July. The Board of Supervisors recently directed the new department to create strict oversight procedures for all homeless service contracts.

Last March, L.A. County approved its first annual budget that included projected allocations from Measure A, totaling about $1 billion. The county had twice as much funding at its disposal but still cut tens of millions of dollars in programs and services for unhoused people, citing a strategic shift.

Now, the county is finalizing the budget for the next fiscal year, which starts July 1. It again includes $1 billion for homeless services and affordable housing because of Measure A, but the homelessness spending plan includes nearly $200 million in program reductions.

County officials said those reductions were necessary to cover rising shelter costs and the loss of pandemic-era state and federal funding.

Measure A has allocated about $100 million annually, or roughly 9% of all Measure A revenues, directly to the 88 cities within L.A. County to address homelessness in what’s known as the Local Solutions Fund. The county publishes a regional plan showing how that money is used.

The funding is awarded based primarily on a city’s recent unhoused population numbers, using estimates from the official annual homeless count.

Some city leaders complain that their residents are paying way more into the Measure A tax than they are getting out of it.

Torrance mayor George Chen says his city will generate about $26 million annually for the county through the Measure A sales tax, and it will receive about $559,000 in local funding through the measure.

Los Angeles County Supervisor Lindsey Horvath supported the Measure A sales tax, and also championed the effort to break from LAHSA and form a new county homelessness department.

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Affordable housing focus 

The major structural difference between Measure A and its predecessor is that it earmarks roughly 36% of its proceeds — about $363 million a year — for affordable housing development. Those funds flow through a new independent regional agency called the Los Angeles County Affordable Housing Solutions Agency, or LACAHSA.

The agency’s mandate is to create new affordable homes, preserve lower-rent housing and prevent displacement. It is still in its early stages.

As of March, the agency had received $275 million from Measure A and distributed $25 million to recipients, according to its Measure A Funds Tracker. Most of what had been awarded was emergency rental assistance.

On April 15, the agency’s board conditionally approved its first major round of housing production funding, approximately $102 million for 10 projects that will add 566 units of affordable housing, according to a recent report.

Projects are required to break ground within one year of receiving awards. A second round of awards is scheduled for the board's May 13 meeting.

Demand for funding far outpaced what was available: LACAHSA received 242 applications for 127 projects totaling $1.56 billion and representing 11,484 units.

What’s next?

The goals Measure A set are ambitious, and the deadline is 2030. A county dashboard tracking progress shows the region gaining ground reducing unsheltered homelessness while falling behind on other targets.

The county hasn’t made any progress decreasing the number of people falling into homelessness or decreasing homelessness among people with mental health or substance use disorders. The dashboard does not yet include affordable housing production metrics.

The transition from the regional Homeless Services Authority to the new county Department of Homeless Services and Housing is still underway, with a full handoff of staff and programs targeted for July 2026.

LAHSA recently announced it will lay off 284 employees at the end of June.

Federal cuts and changes to funding from Medicaid and the U.S. Housing and Urban Development — flagged as “threats to recent progress” in the county's recent budget documents — loom over the entire system.

According to new data from TikTok and theater trade group Cinema United fan-made TikToks can now do what big marketing campaigns couldn't always achieve: keep a movie thriving after opening weekend.

At this year's CinemaCon, the annual convention for movie theater owners, director Denis Villeneuve showed the first seven minutes of his third Dune film. He told the crowd he made his latest installment of the science fiction saga for the fans. And long before the December opening, fans have been posting their own reactions on TikTok.

"There's this incredible chant in Dune 3 that's in the trailer and what we've seen is it's a soundbite that users on TikTok have embraced and made their own content with," says Cameron Curtis, executive vice president of global digital marketing for Warner Bros.

He says TikTok is a tremendous platform for reaching new audiences.

"We often see that the creator content on [the] platform outperforms our traditional advertising content by 3-to-1. It's become just critical to our strategy and everything that we do," says Curtis.

He says Warner Bros. and other studios have been partnering with TikTok creators to market their films. According to TikTok executives, that's for good reason. "We really saw that the buzz doesn't stop with the opening weekend," says Dennis Papirowski, TikTok's global head of Entertainment and News.

He says every day, the platform's users create 6.5 million posts related to content from new and classic films and TV shows. According to TikTok, half of their users say they discovered a new movie through the platform. And of those, more than a third looked up showtimes and purchased a movie ticket.

Dawn Yang, the company's global head of entertainment partnerships and business development, says studios tend to do a lot of marketing for the first weekend a film opens.

"But on TikTok, it really takes off after the first weekend," she says, "because people have seen the entire movie and they want to talk about it."

TikTokers post enthusiastic movie reviews, they cosplay and reenact scenes, and some create new edits from the official trailers and footage. For instance, 24-year-old college student Josiah Pilet remixed Spider-Man clips set to music.

Fan edits would have been no-nos in the old Hollywood strategy of protecting intellectual property, says Paul Dergarabedian, senior media analyst for Comscore, which analyzes the box office.

"There was a time when studios did not want marketing messaging going out that wasn't from them," he says. Now, he says even negative responses to movies are welcome "as long as it's not something horrible, that can boost the profile of a movie and excitement around it, because sometimes people want to see what the fuss is all about."

Dergarabedian says studios are increasingly embracing and harnessing the power of short TikToks made by the key Gen Z audience.

"You have some movies that open huge, have a huge opening weekend, then drop by 70% or more in their second weekend," he says. "But the way you keep people coming back is that you not only have a great movie, but the social media engagement continues, amplifies and creates that excitement and the FOMO factor among potential moviegoers."

Take last year's box office hit Sinners. Cinema United and TikTok's report found that buzz about the film surged on the platform during its opening week — and ticket sales barely dipped the following week.

But social media platforms, including TikTok, have also sometimes caused minor headaches for theaters. Last year, fan-made posts chronicled the mayhem sparked by a line spoken by Jack Black's character in The Minecraft Movie.

Audiences shouted "chicken jockey" along with him and tossed popcorn in theaters. The ruckus was so chaotic that one fan even carried a live chicken into the movie, as shown by one viral video.

At CinemaCon, Warner Bros. executives offered a good-natured apology to theater owners for the mess.

But it's not just fans posting TikToks. As executive director of communications and content for B&B Theatres, Paul Farnsworth makes funny TikToks, starring himself and the staff — often in the lobby, playing around with the latest movies.

"It's like a little wink-wink joke, nothing that you're going to like, pay money to go see a stand-up comedian say," he says. "But I think for us, it indicates to our guests a sensibility of like the playfulness of the movies, the magic of the experience, the shared communal thing that we're all trying to achieve with them."

Farnsworth says he asks the studios for guidance on the material — hoping his viral TikToks get people into movie theaters.