What’s The Next…

What’s the next Harry Potter? What’s the next True Blood? What's the next Hunger Games? As soon as the light of the latest entertainment franchise fades (and sometimes well before it does) we start to hear “what’s the next” questions. With so much of major pop culture coming out of youth culture and YA literature, we try to keep our finger on the pulse of the next big things to watch. When it comes to brands taking advantage of the next big entertainment craze, one of the keys is to be aware and be ready early. With that in mind, we’re giving you a rundown of the entertainment properties that are already gaining buzz and could be future major hits.
 

 

 


Could be the next Life of Pi


The Giver
This YA novel by Lois Lowry came out in 1994 but is considered a modern classic by many, and has been trapped in pre-production purgatory—until now. Oscar winner Jeff Bridges has been trying to make the book into a feature for years, and will produce and star as the original Giver in the film, which could begin filming late this summer. Brenton Twaites, a young Australian actor who is currently not well known in the states has been cast as the main character, Jonas. (He will also be starring in next year’s Sleeping Beauty adaptation Maleficent, and is definitely a young actor to watch.) Though The Giver is dystopian and dark, the movie won’t likely be as action-packed as Hunger Games, as much of the action takes place in the main character’s head as he lives through memories. Like Life of Pi it’s a one-off book about a male protagonist dealing with some heady and dangerous issues, and has the potential to be both beautiful to watch and heart-wrenching.

Why it could (probably will) be big: Millennials from ages 32 to 12 have all likely read The Giver, and it doesn’t take much…

 
 

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “Whenever I'm bored, I can always find something to do on my phone.”

—Male, 17, GA

Have teens have killed another retailer? Aeropostale has filed for bankruptcy, and plans to immediately close 154 of its over 800 stores. Young consumers’ preference for fast fashion and real-time access to trends has left “mall retailers” like Delia’s, Wet Seal, and Aeropostale in the dust. Last year the struggling clothing brand announced they were attempting to revive sales by “exploring strategic alternatives,” and focusing on a “flirty tomboy girl” consumer. However, it missed the mark, and “[t]he majority of the blame for poor performance lies squarely with [Aeropostale’s] failure to realign itself to the changing fashion demands of younger shoppers.” (Washington Post)  

These days, Osh-Kosh-B’Gosh just won’t do for well-to-do kids growing up in a market that might just make them the best-dressed generation. The luxury childrenswear market continues to boom, with a forecasted reach of $291.5 billion by the end of 2018. Since we first wrote about the trend, more designer brands have launched lines exclusively for “pint-sized clientele,” and online stores focusing on upscale fashion for babies and kids have grown. Although considered a small revenue driver for companies, brands hope that childrenswear will inspire brand loyalty from a young age, and remind adults of their own “coming-of-age moments.” (Digiday

Social network meets “college newspaper on steroids” Odyssey is racking up 30 million uniques a month, with a simple but challenging business model. The site lets any young writer contribute content, as long as they have a unique perspective and publish an article a week. The model results in about 10,000 articles each week from writers aged 18-28, who then share their posts through their own personal social networks. Although they are unpaid, the writers gain exposure from posting to the platform—two to 4.5 times more than if they self-published. (Business Insider)  

Snapchat’s CEO Evan Spiegel’s ability to “speak Millennial” has been key to the app’s success. The platform’s appeal lies in the “less demanding” content it encourages. As the Columbia student who interviewed Spiegel put it, “If you want to take a photo of the beautiful day outside…you can put it on Instagram, but what about that huge space of photos that aren’t 10 out of 10 perfection.” Recently Spiegel declared that Snapchat is a “camera company.” Though messaging and content are part of the app, the camera is the focus because “[t]he thing that feeds a social network is content.” (International Business Times)

We recently broke down all the ways Millennials are updating and redefining workplace standards—and it looks like Millennials in the U.K. may also prioritize meaning over a big paycheck. A U.K. survey of 13-25-year-olds revealed that “44% equate happiness with success and 32% said that for them prosperity is more about achieving their personal goals.” The things that might have motivated previous generations were lower priorities: only 11% of U.K. Millennials said they are motivated by the prospect of owning a house, and 29% said they are motivated by being paid more for their work. (Elite Business

Quote of the Day: “The type of commercials that stick in my memory are the ones that make me evaluate my life.”—Female, 28, SD

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies