Inde Navarrette says Gen Z wants movies that make room for human experience without making the audience feel like a sales target. The Obsession star pointed to advertising and product placement while discussing what brings young people to theaters.
“Gen Z just wants to go to something that they don’t feel like they’re being sold,” she said. She acknowledged that her generation grew up enjoying and quoting commercials for brands including State Farm and Aflac, but added: “We want original stories.”
Obsession gave that argument a box-office example. The horror film, starring Navarrette and Michael Johnston, earned $522 million worldwide after being made for less than $1 million. Released by Focus Features, it increased its box-office earnings across 4 consecutive weekends during its summer run.
A Fandango study released earlier this year also found that Gen Z was the most active generation at the movies: 87% had seen a film in a theater over a year, compared with 82% of millennials, 70% of Gen X and 58% of baby boomers.
Gen Z and millennials each averaged about 7 theater visits annually, compared with 6.1 for Gen X and 5.7 for baby boomers. The study also found that Gen Z spent more per visit on concessions and premium screenings such as Imax.
Fandango executive VP Jerramy Hainline said the research showed how much younger audiences value seeing movies together: “What’s especially notable is how strongly they value the shared, communal aspect of the experience, reinforcing that theaters continue to play an important role as a social destination for younger audiences.”
