When James Cameron released Avatar in 2009, the film gained praise as a visual masterpiece. An ode to the technological innovation of its time, Avatar was released when IMAX theaters and 3D films were enjoying a moment. Its complex visuals and easy-to-grasp storyline made it an accessible film across age groups and continents.
Now, nearly thirteen years later, Cameron has released a sequel, Avatar: The Way of Water. Though the director and much of the cast have stayed the same, the times have changed. The film’s stunning visuals that initially captivated audiences are now commonplace across various entertainment mediums. In an entertainment climate this saturated, how can an older franchise like Avatar stand out amongst its competitors?
It can’t.
And that, as it turns out, is not a marketing problem.
Capitalizing on Generational Marketing
To understand why the Avatar franchise doesn’t need to stand out to compete in the current entertainment landscape, the concept of generational marketing is crucial. Generational marketing centers on the separation of market segments by generations, and that currently boils down to five primary demographics:
• Generation Z
• Millennials
• Generation X
• Baby Boomers
• The Silent Generation
Each generation brings with it different preferred methods of engaging with content. Generation Z, for instance, often prefers short, user-generated content, while the Silent Generation is usually more accustomed to written communication and clear messaging over quick, easily consumed content. Marketers, therefore, must take drastically different approaches when considering these two groups. Traditional marketing methods like television advertising may better capture the older generation, while peer-to-peer marketing may better capture the younger generation.
Turning a Movie into a Moment
The phrase FOMO (fear of missing out) may be outdated, but its principle remains. When virtually every moment can garner engagement, it behooves users to create moments worth capturing. Perhaps one of the biggest marketing opportunities for films, then, is to turn a movie into a communal moment.
During the COVID lockdown, much of the world was stuck inside with little to do except consume or create content. As a result, streaming services like Netflix and Hulu experienced a surge in viewers and subscribers. Despite the plethora of movies and shows, certain shows began to trend across demographics. Netflix’s algorithm suggests content based on its users’ past viewing behavior. Yet despite this, shows as different as Tiger King and Squid Games rose to the top of the platform for a diverse group of viewers. This is because social media users began spreading the word about these and other shows, thus boosting their reach. In other words, both shows benefited from word-of-mouth marketing.
As media outlets began to pick up stories around both shows’ popularity and as content creators began to generate content based on the shows, the intellectual properties moved from private forms of entertainment to communal events. To avoid missing out on the cultural moment, viewers who might not have otherwise given a second thought to these titles began to take notice.
Avatar: The Way of Water may also benefit from moment-making and word-of-mouth marketing. By positioning the film as nostalgic for people who saw the first film in theaters and as an event for the younger generation who did not, the film places itself in a position to be digestible to different audiences. Additionally, it has the benefit of being a high-profile film in a climate where people are eager for experiences after nearly three years of remaining indoors.
Turn Non-Believers Into Best Bets
If nostalgia and word-of-mouth marketing aren’t enough to drive younger consumers to an established brand or product, then perhaps skepticism will.
In the case of Avatar: The Way of Water, the franchise already had an established fanbase, which inevitably produced those who actively resisted it. Through a myriad of social platforms, these skeptics may feel obligated to comment on the movie – if for no other reason than to express their disdain – and to do this properly, they’ll need to view the film themselves.
And if audiences see the movie, even begrudgingly, isn’t that a battle won? Buzz is marketing, and for this reason, sometimes the best marketers are the naysayers with the loudest voices.
Since the generation with the greatest digital reach is also the market that may be hardest to capture with a film thirteen years in the making, skeptical Gen Zers may be the best marketing opportunity yet – underscoring the enduring, albeit everchanging importance of generational marketing considerations, regardless of product.
