Disney’s New Push for Young Male Audiences
Walt Disney Studios is actively seeking ways to reconnect with young men aged 13 to 28, also known as Gen Z, as leadership presses Hollywood creatives for fresh film concepts. This effort is reportedly aimed at reinvigorating the brand’s appeal among this demographic, which has shown increasing disengagement, particularly following the isolation experienced during COVID-19 lockdowns.
The Challenge of Engaging Gen Z
This renewed focus comes as studios across the board aim to turn young audiences into regular moviegoers. Yet, Disney’s call for original movie pitches that can resonate with young males has surprised industry insiders. For years, the studio relied heavily on existing franchises like Marvel and Lucasfilm to attract viewers of all ages.
New Concepts on the Horizon
In particular, Disney is seeking innovative intellectual properties, including adventurous global escapades and seasonal films around events like Halloween. The urgency of this mandate is clear, especially as the Star Wars franchise has struggled to produce new film projects and the superhero genre faces declining audience numbers.
David Greenbaum, who was appointed in 2024 as the head of Disney’s live-action division, is primarily steering this initiative. His film unit has lacked male-oriented content, such as the long-dormant “Pirates of the Caribbean” series. Insiders indicate that the property is currently under development, even after a lackluster reboot attempt of “Indiana Jones” in 2023 saw only modest box office success.
New Hires and Fresh Perspectives
To bolster these efforts, Greenbaum has brought in Daria Cercek, the former co-head of Paramount Pictures, known for her work on successful franchises like “Sonic the Hedgehog.” Some speculate this renewed focus on young males reflects Greenbaum’s desire to leave a mark on the live-action landscape. However, industry veterans are aware of the pressing need for Disney to innovate.
The Importance of Gen Z
Disney’s historical success has largely stemmed from appealing to millennials, who grew up watching timeless animated classics and now eagerly introduce their own children to live-action adaptations. Comparatively, Gen Z’s connection is less predictable; films like Warner Bros.’ “A Minecraft Movie” have shown potential to draw in significant revenue from this audience.
Because of this, Disney’s current market share for Gen Z sits at around 10%, equal to that of Sony Pictures and Paramount, but below Warner Bros. and Universal Pictures. To further engage with this audience, Disney has also invested $1.5 billion into the popular gaming platform “Fortnite,” where Disney’s characters will join the gaming landscape, although it does not currently hold movie rights to the franchise.
Facing Industry Challenges
Despite its recent box office dominance, with two films expected to surpass $1 billion this year, Disney is exploring new avenues due to challenges in the superhero genre. The latest Marvel installment, “Fantastic Four: First Steps,” failed to meet expectations despite a strong marketing push.
A Vision for the Future
During a recent earnings call, Disney CEO Bob Iger acknowledged the company’s commitment to prioritizing original content over relying solely on established franchises, stating, “the priority is to put out great movies.”
As competition stands firm, an executive from a rival studio remarked on Disney’s struggle despite its vast catalog of beloved intellectual properties, suggesting that it is now imperative for Disney to innovate.
Walt Disney Studios declined to comment for this article.
