Are Gen Y Women Poised To Take Over Comedy?

Kaling and DeschanelThis Sunday, Rebel Wilson hosted the 21st MTV Movie Awards, becoming the first female host since 2007 when Jessica Alba took on the task.  During the course of the night, she also won “Best Breakthrough Performance” and “Best Musical Moment” awards for her role as Fat Amy in Pitch Perfect. With a slew of movie roles in the last three years, and rumors of a television show being built around her in her future, Wilson could very well serve as a symbol of a larger shift happening in comedy: the takeover of the Millennial female. 

Looking at the past generation, male Xer comedians like Adam Sandler and Will Farrell, who often were born out of the SNL family, would carry huge franchises and movies with huge fan followings. It seems that Gen Y is not following that pattern. Vulture is wondering where our next male comic superstars are, but they might just be looking at the wrong gender. Instead of male comic headliners, we have a rush of Millennial female helmed comedies like New Girl, Girls, 2 Broke Girls, and The Mindy Project taking over the airwaves. Many of the Gen Y female stars in these shows are also writers or producers of their content, setting the stage for Gen Y female comedians to become the major Hollywood power players of their generation.

A quick rundown of recent TV comedies provides evidence that Gen Y female comedy stars are currently building their empires in Hollywood. Polarizing comedian Whitney Cummings had three different shows on the air in 2012, co-creating and executive producing 2 Broke Girls on CBS, creating, exec-producing and starring in Whitney on NBC, and also starring in her own talk show on E!. 2 Broke Girls, of course, stars two more Gen Y female comic actresses. Meanwhile, Zooey Deschanel doesn’t just star in (hugely Millennial popular) show New Girl

 
 
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Millennial News Feed

Quote of the Day: “This year for Halloween I’m going to watch cooking theme shows like Halloween Wars.” –Female, 15, TX 

Millennials are clearly disenchanted with politics. When a recent poll asked who they blame the “political gridlock” in Washington on, 56% of 18-29-year-olds said “all of them.” These young consumers are also more likely to volunteer than to vote in the midterm elections. Interestingly, of the small percentage who say they definitely will vote, 51% said they would vote Republican, versus 47% who said they would vote Democrat. (The Atlantic)

It seems that more kids than ever have allergies these days, and for these ingredient-sensitive children, trick-or-treating can be less fun. (Imagine handing over the majority of your candy at the end of the night? No thanks.) This year, The Teal Pumpkin Project is campaigning to raise awareness about these allergies: houses displaying a teal pumpkin signal to trick-or-treaters that nonfood treats are being handed out. Since launching on Facebook earlier this month, the campaign has “reached more than 5.5 million people and been shared 55,000 times,” and over 2,000 pictures on Instagram have been tagged #TealPumpkinProject. (Inc.)

R.L. Stine’s scary Goosebumps and Fear Street series delighted and terrified tons of ‘90s kids, and the author has given these nostalgic consumers a Halloween treat. For the third year in a row, Stine has written an entirely new horror story on Twitter in a series of 15 tweets. The story, “What’s In My Sandwich,” has spread far beyond his 134,000 followers, and is being reposted around the web. (JezebelBuzzfeed)

Marketing on visual social platforms—Snapshot Marketing— has very quickly become an essential way to reach young consumers, and now it’s being put in motion: as of today, Instagram video ads are live. Disney, Activision, Banana Republic, the CW, and Lancome are the first brands to purchase these 15-second auto-display spots on the network. Disney and Activision are both featuring clips from recent entertainment, while Banana Republic has utilized Hyperlapse to create a clip animating fashion sketches. Meanwhile, Snapchat sold its first video ad to Universal this month for the movie Ouija, which went on to win at the box office thanks to teens. (Adweek)

Since launching in 2011, Hello Giggles has not only earned 12 million unique views a month and a very healthy social following, it has also become "an incubator for young talent.” The site emphasizes positivity and girl power, and has built a community of over 600 young female writers, journalists, and creatives who both submit work to the site and support it on Instagram and Twitter. Giggles serves as somewhat as a resume for these women, many of whom have not yet entered the workforce. (Fast Company)

We don’t just deliver data. Along with our bi-weekly survey result data files, we provide our Gold subscribers with a topline report that synthesizes hand-picked, illuminating data points and our insights and expertise. Interesting differences between males and females, older and younger Millennials, ethnicities, and more are highlighted, and relevant statistics are streamlined into an easily consumed, concise, visual takeaway. (Ypulse)

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