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

“I love watching movies and shows uninterrupted.”—Female, 18, CO

Mattel just made the first hijab-wearing Barbie. She’s based on Ibtihaj Muhammad, who won the Olympic bronze medal for fencing for the U.S. while wearing a hijab. Brands are bringing diversity to the toy aisle to appease The Diversity Tipping Point generation’s appetite for inclusion, and this new doll is a step in the right direction. She gives girls a new role model and (in Muhammad’s words) encourages them "to embrace what makes them unique." Mattel has plans to create an entire line of Barbies based on inspirational women next year. (BBC)

Another ‘90s classic, Are You Afraid of the Dark, is coming to the big screen and revisiting Millennials’ childhood nightmares. Nostalgia entertainment is big business for the entertainment industry, who are hoping to capitalize on Millennials and Gen Z’s trademark wistfulness, and it doesn’t hurt that this screenplay for the remake is being written by It’s screenwriter. With horror proving it can bring in massive audiences these days, this mixture of dark content and nostalgia is a good bet to get them in theaters. (Collider)

Millennials are causing a “baby bust”—they aren’t having enough kids to keep the U.S. population at the “replacement level.” According to the Negative Population Growth Inc., the birth rate has dropped below the death rate, with women are having an average of just 1.8 births compared to the 2.1 needed to keep the population steady. The research blames all Millennials for the drop, reporting that “irth rates for all age groups of women under 30 fell to record lows in 2016.” (Washington Examiner)

Kellogg’s is coming back to NYC, with a bigger (and maybe better) cereal café than last year’s Times Square popup. The 5,000 square foot Union Square space will be a permanent place for Millennials to try crafty concoctions from Kellogg’s, who hopes getting the demo to rethink the product will keep Millennials from “killing” cereal as we know it. The company claims “It’ll be a destination for foodies and people to chill, create and explore the endless possibilities of cereal all in one place, whether it be for breakfast, lunch or a snack later in the day.” (CSA)

People are binging Netflix in public—at work, in line, and even on the toilet. A new study from Netflix found that 67% of viewers have watched a show or movie in public, 37% admit to tuning in at work, and 12% have pressed play in a public restroom. One in five have cried during a public streaming session, and 11% have seen a spoiler on another public streamer’s screen—but that’s not stopping them. The Binge Effect is real and bigger than ever: 60% of respondents said they binge more content than they did last year. (MashableMarkets Insider)

“I really enjoyed Breaking Bad and Better Call Saul does a really good job capturing the same intensity and intrigue that the original series did…”—Male, 28, NY

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