Want to get Generation Alpha into cinemas? Look to video games.
Kids still like to go to the movies, according to a 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 movie-goers cares about are video game properties, according to a recent study by the US-based National Research Group (NRG).
The top five titles that Gen Alpha kids – generally considered to be those aged 15 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 Disney’s Avengers, at No. 6.
Studios have started to catch on. This year’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 US$955 million at the global box office, according to Comscore. Young fans packed cinemas, cheering during scenes important to gamers.
“Gaming is a deeply important part of Gen Alpha culture because it provides an essential venue for socialisation,” 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.”
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