Blade Runner 2049: Will Millennial Males Make it a Box Office Smash?
After 35 years in anticipation, Blade Runner 2049 is hitting theaters this weekend and it’s expected to be better than the original, which was hailed a flop. But at Networked Insights, we found that when we used our technology to correctly predict election results, sports championships and box office results, sometimes things (and in this case humans) aren’t what they seem. Using our analytics platform MovieSense, we predict Blade Runner 2049, the sequel to Ridley Scott’s cyberpunk classic, will bring in $45.7 million opening weekend. For reference, that’s less than the 1982 original film’s total sales of $32.9 million or $93.4 million when adjusted for inflation. Not surprisingly, Gen X men and male millennials are most interested in it, but that doesn’t necessarily mean there will be droves of dudes heading to theaters on opening night (Thursday), our research has found. Digging into the Data: “We’re not computers, Sebastian, we’re physical” Using Kairos, our social analytics engine and MovieSense, a predictive analytics platform that uses social data to determine consumer awareness and intent, we found that men, specifically Gen X men and male millennials, claim more than 70 percent of the 93,000 conversations during the last week about the film. So far, they’ve had only positive things to say. Pride, success and desire (want) lead the emotions ranking and it’s no surprise. Their social conversations focus on discussing interesting film facts, or they’re having moment-by-moment countdowns to see the sequel. But more than anything, they’re just contributing to the praise for the film that’s being heralded by critics as a “masterpiece” and “better than the original.” Even though males are having the most amount of conversations about the film, not all groups of men are interested in the neo-noir sci-fi flick. Using MovieSense, our analytics platform designed in collaboration with major movie studios, the primary share of voice is being claimed by male millennials and GenX-ers. “The nostalgia factor appears to be bringing in fans of the 1970’s novel or original film, as most conversation is coming from older demographics like, Gen X and parents,” said analyst Mike Cleary. Using Kairos to understand what’s pulling in male millennials, a new audience for the classic film who also hold a strong share of the conversation, three primary themes emerged:
- The film’s genre (sci-fi) tends to engage male millennials more than other groups
- Critics they trust are praising the film’s cinematic quality
- They watched the original and are seeking closure on the story