The 15 Summer Movies Gen Z & Millennials Are Most Excited to See

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

What are the most anticipated movies of the summer for Gen Z & Millennials? We asked 1000 13-34-year-olds to tell us what summer movies they are most excited to go see (and we’re already seeing their favorites win in the box office)…

In the age of Netflix, movie theaters are standing strong. Though some are still surprised when we tell them that young consumers are going to the movies, we continue to see evidence that they are as interested as ever in the big screen experience. When we asked Millennials and Gen Z what they regularly do in their free time, going to the movies made their top 15 list—with 51% of 13-17-year-olds and 35% of 18-34-year-olds saying they go to the movie theatre regularly for fun. It could be argued that they need these escapes into fantasy more than ever—and the box office is reflecting it. According to The Guardian, in 2016, both the U.S. and the U.K. box offices reached record levels, and with the record-breaking success of the latest slate of films, interest in going to the movies is on track to only get higher. The Hollywood Reporter notes that kids and their Millennial/Gen X parents are currently some of the most lucrative moviegoing groups: two-11-year-olds and 25-39-year-olds were the only two demographics who didn’t decline in 2015.

So who will benefit from these young consumers’ escapist desires during the coming months? As part of our recent survey looking at Millennial and Gen Z’s summer plans (and what they’re most excited for), we asked 1000 13-34-year-olds to tell us the summer movies they can’t wait to see. Here are the 15 that made the top of the ranking: 

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Guardians of the Galaxy is the big winner of summer movie anticipation, and if this weekend's opening is any indication, young consumers are setting it up to be a record breaker.…

 
 

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The Newsfeed

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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