“Fat Kid Rules The World” Challenges Viewers And The Mainstream Film Industry

"Fat Kid Rules The World" is a movie outside the Hollywood norm, not only because it stars an overweight punk teen, but also because it's reinventing the models of distribution using social media.

Fat Kid Rules The World

We were at Rooftop Films Friday night to check out the first New York City screening of “Fat Kid Rules The World,” the film adaptation of KL Going’s YA novel of the same name and Matthew Lillard’s directorial debut. The film has been a decade in the making and well worth the wait.

The story of an overweight, depressed teenager who figures out where he belongs when he discovers punk music still resonates with this generation of young people. If anything, it’s even more poignant as many teens struggle with fitting in and music is an ever-more-important factor in their lives and forming friendships. The film, like the book, doesn’t shy away from controversial topics, from drug use to suicide to complicated friendships and family relationships.

Following the screening, Lillard explained that he got involved with the film project while recording the book on tape — he was moved by the story because, like the main character, he was a lost kid in high school until he discovered acting. He immediately contacted Going and bought the film rights. After the film took home the Audience Award at SXSW, the opportunities that Hollywood presented were “kinda crappy,” according to Lillard. The Hollywood system doesn’t see a film about a fat kid as a big money maker, so Lillard and his crew are teaming up with Tugg.com — a sort of Groupon for films — to distribute the film.

At the screening, we talked with Lillard and Rick Rosenthal, the film’s producer, about why they chose to make this story, how social media is changing the film industry, and why they turned to Kickstarter to raise funds to get the film to theaters. [They’re currently a mere $16,000 away from reaching their goal with just four days left!]

The Fat Kid Family — Rick Rosenthal, Noah Rosenthal, KL Going, Julian Gavilanes, Dylan Arnold, Jacob Wysocki, and Matthew LillardYpulse: It’s clear from the group here supporting the film and from the number of…

 
 

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Millennial News Feed

Quote of the Day: “Next winter I will be going on a solo backpacking trip through Southeast Asia and India. I plan to visit ashrams in India, go hiking and kayaking through SE Asia, try new cuisines, meet locals, and get off the beaten path.” – Female, 26, CO

Last month, we told you we could be seeing the end of the long-standing “sex sells” standby thanks to the “seen it all” generation. Now more research is backing up the idea that sex doesn’t actually sell. Ad testing firm Ameritest asked consumers about Carl’s Jr.’s latest spot featuring a nearly-naked model and found 32% felt worse about the brand after seeing the ad, compared to 8% who feel the same after watching an average fast food commercial. (DigidayAdAge)

A new wave of live streaming apps have been gaining young consumers’ attention—but how are they stacking up against more established social media platforms? Horizon Media’s infographic looks at the state of apps like Meerkat and Periscope, and finds 18-34-year-olds are more likely than older consumers to use them. But while Millennials are also more likely to have heard of these live streaming apps, awareness is still quite low compared to Snapchat, Instagram, and Vine. (Adweek)

The Good Humor man is getting a makeover to appeal to the next generation of ice cream consumers. The brand says they’re changing their trucks to capture the attention of today’s kids, who may be too distracted by devices to hear them coming down the street. In some areas, drivers are being given a more modern dress code, and the now brightly painted trucks’ jingles are being changed to pop hits from artists like Beyoncé and Taylor Swift. (NYPost)

Millennials want to work in tech—specifically for Google. A new report found that tech brands take up the top three spots in the list of places 18-34-year-olds would want to work, with nearly 20% naming Google as their ideal employer, 13% naming Apple, and 9% naming Facebook. Google’s top ranking is fairly unsurprising considering their consistently high marks in employee perks and benefits. (Business Insider)

Emoji are replacing internet slang, infiltrating fashion, and more brands have been creating emoji-centric marketing campaigns in order to appeal to Millennials and teens. Now nonprofit hotline BRIS has launched Abused Emojis, a new emoji alphabet that includes icons for parent drinking, a child being hurt, thinking about death, and other difficult issues. The intention is for kids to use these symbols “to talk about situations where they felt bad or wrongly treated” without having to verbalize their complex problems. (Fast Company)

We give you a dose of insights on young consumers each day, but every quarter, we zoom our lens out to look at some of the larger trends happening with Millennials and teens—and why they matter to brands. Our Gold subscribers have access to the Ypulse Quarterly report, which synthesizes the major trends and stats we’ve seen over the last quarter of the year. We take a close look at the "why behind the what" of big shifts and provide in-action examples and supportive data, along with implications for you to take away. (Ypulse)

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