Fortnite is becoming an event platform in its own right. The second trailer for Christopher Nolan’s upcoming action thriller, Tenet, debuted in the game yesterday.

Players were and still are able to watch it by loggin into Fortnite’s Party Royale mode. The trailer runs on the mode’s big screen every hour.

A month ago, Fortnite hosted a virtual concert featuring Travis Scott, which was viewed by over 12 million players. And in December 2019, a Star Wars: The Rise of Skywalker promotional event took place inside the game.

Collaborations like these are win-win for all parties involved. The game is getting surges in concurrent player numbers, while the partner unlocks the game’s multimillion audience.

The Party Royale mode launched in April probably means that Epic will continue to boost engagement and retention through social activities and marketing events that go beyond Fortnite fandom.