How Celebrity Look-Alike Contests Can Bring Buzz to Your Cinema

A cartoon person being cheered on by 3 others with text to the right that states The Rise of Celebrity Look-Alike Contests

Wish you had your very own Zendaya or Timothée Chalamet walking around your cinema? With amateur impersonators at look-alike competitions, a celebrity doppelganger may be closer than you think. What started as a playful movement has grown into a full-blown trend– one that brings people together, sparks viral moments, and creates serious FOMO (fear of missing out) for anyone who skips the fun. These events are silly, community-driven, and free to participate in, making them the perfect low-cost, high-energy marketing tool for cinemas.

The Look-Alike Contest That Started It All

a man raises another man's hand — Stefan Jeremiah | AP Photo

The trend was originated by YouTuber Anthony Po with the Timothée Chalamet look-alike contest in Washington Square Park, NYC. The prize, $50 and a large trophy. The result? Thousands of fans, dozens of convincing Chalamet clones – and even a surprise appearance by the real deal Timothée himself. The winner, Miles Mitchell, was urged by friends to participate and has since parlayed his fame to appearances at high profile events, most notably the 2025 Golden Globes.

a man in a crown, holding a trophy is hoisted in the air by a crowd — Sam Boal | Collins Photos

Since the viral Chalamet contest, a myriad of celebrity look-alike contests have been organized across the globe for stars including Paul Mescal, Harry Styles, Glen Powell, Zendaya, Jungkook, Jeremy Allen White, Zayn Malik, and even Shrek! Why are Millennials and Gen Z so apt to participate or spectate at these grassroots organized events?

Why Do These Contests Resonate With Fans?

a crowd of people with their phones out — Stefan Jeremiah | AP Photo

Because they’re fun, free, and full of charm. These gatherings feel spontaneous and authentic, which is what audiences of today crave. They tap into the energy of fan culture, cosplay, community, and the dream of “maybe the real celebrity will show up”. Imagine Paul Mescal makes an appearance at his own look-alike contest and you decided not to attend. Who wouldn’t kick themselves?

a man holding a large check — Sam Boal | Collins Photos

While Chalamet is the only celeb to attend their contest, the Glen Powell look-alike contest winner, Max Braunstein, was greeted by Powell over facetime and promised a background role (for Braunstein or a family member) in Powell’s next movie.

What's In It For Cinemas?

These contests check the boxes for modern film marketing:

Builds community
Cost-effective marketing
Drives younger audiences to your cinema
Aligns your brand with current trends
Opportunity to generate buzz on social media

Example Application: Want a way to promote Ballerina? Host an Ana De Armas look-alike contest with the winner receiving free movie tickets and complimentary concessions of your choice.

The Bottom Line

Celebrity look-alike contests are a low-lift, high-impact way to make your cinema feel like THE place to be. They’re fun, local, and buzzworthy. When paired with an upcoming release, they can drive real attendance, community engagement, and maybe even real celebs to your cinema!

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