Hollywood has long lamented about the lost moviegoing audience in the middle and southern parts of the U.S., claiming that the industry does not cater to their interests. However, the recent success of Twisters, a movie reboot featuring a weather phenomenon impacting the heartland, proves that there is a significant demand for films that resonate with these regions. Universal, Warner Bros., and Amblin took the initiative to create a movie specifically targeting this audience, which resulted in an impressive $80M opening weekend, surpassing expectations by 60%.
Understanding the Audience
One of the key factors that contributed to the success of Twisters was the studio’s decision to involve Arkansas native and acclaimed filmmaker Lee Isaac Chung in the project. Chung’s ability to capture the essence of the people he grew up with added authenticity to the film, making it relatable to the target audience. Universal was strategic in promoting Twisters as an original movie, distancing it from the 28-year-old property while maintaining a connection through the character of Dorothy, the weather machine.
Avoiding Controversy
In today’s politically charged climate, it can be risky for a movie to touch on sensitive topics such as climate change. Despite the obvious link between tornados and environmental issues, Universal chose to keep Twisters apolitical, focusing instead on providing pure entertainment to the viewers. By steering clear of divisive themes, the studio was able to attract a wide audience, including those who might have been hesitant to engage with a politically charged narrative.
An often underestimated aspect of movie marketing is the impact of the soundtrack. In the case of Twisters, the country-infused soundtrack played a significant role in enhancing the movie’s appeal. Featuring tracks from popular artists such as Luke Combs, Miranda Lambert, and Shania Twain, the soundtrack added depth to the film and resonated with the moviegoers, particularly in regions where country music is a dominant cultural element.
Universal’s marketing strategy for Twisters extended beyond traditional channels, with the studio partnering with various brands to promote the film. From collaborations with Dodge RAM and Wrangler to engaging with NASCAR and MLB, the promotional efforts were designed to reach a broad audience across different demographics. Special screenings in states like Oklahoma and interactions with meteorologists further solidified the movie’s connection with the heartland.
The success of Twisters in middle America was evident through the film’s performance in key cities like Dallas, Houston, and Oklahoma City, where it surpassed expectations and generated buzz. Middle America chains like B&B Theaters and Santikos saw a surge in ticket sales, indicating a strong demand for movies that cater to the unique interests and experiences of audiences in these regions.
The positive reception of Twisters serves as a reminder to Hollywood that there is a significant market for films that resonate with middle America. By understanding the cultural nuances and preferences of diverse audiences, studios can create more inclusive and engaging content that appeals to a broad spectrum of moviegoers. As the industry continues to evolve, it is essential to embrace diversity and authenticity in storytelling to connect with audiences across the country.