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…

 
 

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Millennial News Feed

Quote of the Day: “Bojack Horseman was my favorite show last year because it was funny and real. Maybe too real, just beautiful.”–Male, 23, AZ

Binge drinking in college is common, and suggested reasons for the behaviors range from boredom to helicopter parenting—but it’s also possible they’re drinking to extremes to escape extreme stress. Today’s college students can have an “intense preoccupation with success” thanks to the competition it takes to get into schools, fear of the tough job market, and looming loan debt. In this context, “blacking out has become so normal that even if you don’t personally do it, you understand why others do. It’s a mutually recognized method of stress relief. To treat it as anything else would be judgmental." (NYTimes)

Once again, Millennials’ food preferences are “killing” a major product. Young consumers’ preoccupation with health have caused a yogurt problem for General Mills, where sales in the category have nosedived 15%. The downturn is likely due to the new perspective that sugar, not fat, is the real diet evil, a shift that has caused low-fat and low-cal foods to “fall out of vogue.”(As we predicted.) In more positive, related, news for the brand, organic and natural products have seen “immense growth.” (MediaPostMSN)

More teens are on YouTube than on the biggest social networks, according to research from the National Cyber Security Alliance and Microsoft. Their poll of 13-17-year-old internet users found that 91% say they use YouTube, compared to 66% who use Snapchat, 65% who use Instagram, and 61% who use Facebook. Their heavy use of the site is one of the reasons that YouTube creators have more influence over their purchase intent than traditional TV and movie celebs. Interestingly, the second most-used platform was actually Gmail, with 75% of teens reporting they use the email app. (eMarketer)

Millennials have been called out as a threat to the diamond industry, causing Twitter to offer their own blunt explanationsfor why the generation isn’t buying the “sparkly status symbols.” But hold up: De Beer’s annual report has declared, “Millennials spent nearly $26 billion on diamond jewelry [in 2015]…acquiring more than any other generation.” So why is everyone saying they aren’t buying diamonds when they reportedly purchased 45% of retail sales in four major markets? It might be another case of a narrative about the generation being more click-worthy than the reality. (Forbes)

This month, the Generation Beauty event brought together Instagram beauty influencers, beauty brands, and their loyal teen fans for a weekend of meet-and-greets and product samples. Young consumers are undoubtedly looking to their favorite digital personalities for product recommendations, and say it’s best “when they give their honest opinion,” trusting those posts more than those where copy is read directly off a package—“a dead giveaway that it’s sponsored.” Collaborations between brands and social influencers are reportedly especially popular with fans. (Racked)

Quote of the Day: “Jane the Virgin was my favorite show to watch last year because it was dramatic, yet relatable and hilarious. I also love the fact that it features many women actors and actors of color.” –Female, 17, Guam

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