Train a virtual dragon? Film studios turn to Roblox and other games to reach young fans

Core Insights - Film studios are leveraging gaming platforms like Roblox to create immersive experiences that engage young audiences before movie releases [4][10][19] - The "How to Train Your Dragon" game on Roblox has achieved over 28 million visits, contributing to the film's strong box office performance of $83.7 million in the U.S. and Canada during its opening weekend [5][8] - Gen Z is becoming a critical demographic for moviegoing, with 37% having seen more than six movies in theaters over the past year, indicating a growing trend in cinema attendance among younger audiences [8][9] Industry Trends - Film studios are increasingly using social media and gaming to market films, with platforms like TikTok and Roblox serving as key channels for reaching younger audiences [7][16][17] - The integration of gaming and film marketing is seen as a way to enhance audience engagement, with developers creating ongoing challenges and content to keep users returning [13][19] - The success of family-oriented films this year, such as "A Minecraft Movie," which grossed over $951 million globally, highlights the effectiveness of combining social media buzz with traditional marketing strategies [15] Audience Engagement - The audience for "How to Train Your Dragon" included 51% family groups and 27% children under 13, showcasing the film's appeal to younger viewers and families [9] - Roblox users spend an average of 2.5 hours on the platform daily, indicating a significant opportunity for studios to engage with this demographic through interactive experiences [10] - The collaboration between film studios and gaming platforms is aimed at creating authentic community experiences that resonate with fans [11][19]