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Fox's upcoming Baywatch reboot has begun filming beach scenes with a cast assembled as much around social media followings as screen credentials — a distribution-first strategy drawing sharp criticism from fans of the original franchise.
The reboot, set to premiere in January 2027, stars Brooks Nader alongside TikTok star Noah Beck and Livvy Dunne, who commands more than 13 million social media followers.
The casting choices signal how broadcast networks are increasingly treating talent audience size as a built-in marketing channel rather than a supplementary one.
Influencer Casting as Audience Acquisition The logic is straightforward: each influencer cast in the show arrives with a pre-built, engaged audience that can be converted into tune-in.
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