Maria Staack 
In the post-COVID era, many believed that movie theaters would become obsolete as the advancement of streaming services has made it cheap and easy to watch blockbuster movies on demand from the comfort of one’s own home. As it turns out, this theory doesn’t ring true for young people, who continue to keep the tradition of theatrical releases alive. In fact, a recent study by Fandango found Gen Z is currently the most active moviegoing population.
For young people, the moviegoing experience provides a sense of community that exists not only in person, but also extends to their digital world. Using the popularity of moviegoing among Gen Z as a case study, other industries can learn to tap into younger audiences through brand partnerships and marketing activations that bring a sense of community both online and offline.
Movie Theaters Are a “Third Space”
For Gen Z, the movie theater perfectly fits the bill of a desirable “third space.” The idea of the “third space” has grown in popularity in recent years to describe a physical place that is neither home, work, nor school. Compared to spaces such as bars and clubs, festivals, museums, or concerts, the movie theater offers a more accessible experience, both financially and culturally.
Many theatergoers prefer to spend money on theater subscription services, such as AMC A-List, which allow the subscriber to see several movies a month for a low price. Most theaters also offer heavily discounted screenings on specific days. This accessibility factor means that anyone and everyone can be in the theater, leading to exciting moments of boisterous chaos, such as people communally shouting at the screen or laughing loudly, which you can’t necessarily experience at home.
Leveraging Viral Moments Online
Alongside accessibility, what really sets movie theaters apart from other in-person activities is their extension into the digital world. A theatrical release creates an idea of achievable exclusivity. Once online, moviegoers experience a unique understanding of viral trends, often created through brand partnerships and marketing activations.
Surrounding the release of Marty Supreme this past winter, pictures and videos of the Marty Supreme Blimp floating over Los Angeles appeared across the internet and cinephiles lined up for hours to obtain the infamous Marty Supreme hoodie, creating several viral moments to post about. Those who saw the movie had earned the right to bask in the exclusivity of their club, with posts, comments, and likes, while outsiders wanted in.
Key Takeaways for the PR Industry
The popularity of movie theaters among Gen Z offers a valuable look at how marketing and PR strategies can work across industries to appeal to younger audiences. Among constant technological shifts, it can be difficult to decipher next moves, but movie theaters have proven adept at moving with the times all while staying true to their origins.
Here’s how this can be translated to the PR industry:
- Leverage an in-person event, activation, or brand partnership that can become a topic of conversation online.
- Organize communal experiences that feel exclusive, yet approachable.
- Create a space for conversation through your own social media channels.
It’s no question Gen Z gravitates towards the internet, but it’s worth remembering that they live outside of it too.
Posted In Digital Strategy & Social Media, Media & Culture