Want to get Generation Alpha into movie theaters? Look to video games.
Kids still like to go to the movies, according to a high-profile new research report. But the franchises they care about are not the traditional Hollywood popcorn fare.
Seven of the top 10 entertainment franchises that the youngest generation of moviegoers cares about are video game properties, according to a recent study by National Research Group (NRG).
The top five titles that Gen Alpha kids, generally considered to be those ages 12 and under, say they talk most about were Roblox, “Minecraft,” “Fortnite,” “Grand Theft Auto” and “Pokémon,” all of which originated from the world of video games. The highest-ranked non-video game property was Marvel and Walt Disney Co.’s “The Avengers,” at No. 6.
Studios have started to catch on. Spring’s “A Minecraft Movie,” based on the popular game where users build and explore different worlds, was such a huge success. The film, adapted by Warner Bros. and Legendary Entertainment for the big screen, grossed $955 million at the global box office, according to Comscore. Young fans packed the theater, cheering during scenes important to gamers.
“Gaming is a deeply important part of Gen Alpha culture because it provides an essential venue for socialization,” said Fergus Navaratnam-Blair, NRG’s vice president of trends and futures. “Social gaming platforms like Roblox and Fortnite give them the opportunity to spend time with their friends, build communities, and develop a sense of their own identity.”
That could present a shift in the way theaters and studios cater to Gen Alpha, a key demographic born 2013 onward, to their future survival. Compared with millennials and Gen X, a higher percentage of Gen Alpha members (38%) said they would see a movie in a theater instead of waiting for it to come to a streaming service if their friends were talking about it, NRG said.
Nearly 60% of Gen Alpha members said they enjoy watching movies in theaters more than at home, according to NRG, which surveyed more than 6,000 U.S. moviegoers in May and June of this year. The majority of kids surveyed ages 6-to-12 said the reason why they go to the theater is to spend time with friends and family and “to make seeing the movie feel like a special event,” according to NRG.
“We are seeing the signs within this demographic that they do really value the experience of watching movies in theaters,” Navaratnam-Blair said. “The fact that they have grown up surrounded by phones, tablets, other sorts of devices, if anything, that seems to have made them more appreciative of the opportunities that they do get to switch up from all of that.”
Stories that resonate with Gen Alpha can come from franchises they are already familiar with, like “Minecraft,” or ones such as “Wicked” that inspire them to create fan fiction or show off their fandom by dressing up like the characters, he said.
Already, studios are marketing their films to reach younger consumers on platforms they frequent including Roblox and TikTok.
Movie theaters can help cater to Gen Alpha by making the viewing an experience, such as selling food that is matched to what characters are eating on screen, Navaratnam-Blair said.
Younger audiences also can still be attracted to seeing a movie in a theater if it’s a special event that happens after the title has started streaming. For example, many people attended sing-along showings of the popular animated film “KPop Demon Hunters” in theaters even after streaming it first on Netflix. The sing-along version of the film was the No. 1 movie domestically during the weekend it was briefly in theaters, with an estimated $18 million in ticket sales.
“This is a generation that does offer hope for the future of theatrical moviegoing,” Navaratnam-Blair said. “We just need to understand what it is they’re looking for, that experience, and play into it in a way that gives them what they’re looking for out of that.”