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| Author | Zoe Aresti |
Continuing to inspire thought and conversation around film in 2015, Digital Cinema Media (DCM) and FUEL, a marketing data intelligence platform, have taken a look at the social chatter around the upcoming The Divergent Series: Insurgent movie, revealing exclusive data insights surrounding the film.
The first Divergent movie was a worldwide blockbuster success and the release of the second film in the series, The Divergent Series: Insurgent, is much anticipated among the franchise’s ardent and dedicated fan base.
Sequels and young adult book adaptations being turned into Hollywood blockbusters are increasingly popular with brands wanting to form long-term partnerships. Given the ready-made, targetable fan base, this is a great time to get on board with a successful franchise which promises two more films in the future. Where there’s been success in building partnerships within this genre - such as with Harry Potter, Twilight and The Hunger Games - is where brands are willing to embrace the fantasy by integrating with the fictional world.
Brands looking to utilise the marketing potentials of Insurgent should consider aligning themselves with topical themes such as technology, athleticism, fashion and film aesthetics (for example costumes and makeup). There’s also an opportunity for those in the bakery and cake business as fans of the book often recreate the ‘Dauntless’ chocolate cake - a rich, delicious chocolate cake that is baked for the ‘Choosing Ceremony’.
Xfinity successfully partnered with previous film Divergent by offering virtual reality audio experiences and interactive flip books, as did makeup and fashion brands Sephora and New Look. There is also wide fan discussion around tattoos and body art, which was picked up by alternative clothing stores Hot Gossip and Attitude Clothing.
Conversation surrounding the book and film series is female-led (78%), with most chatter coming from those under 20 years old, who admire the strong female lead. However, the sci-fi elements are also drawing in a small percentage of male audiences. Insurgent’s online conversation has proved to be far more female-driven than other films in this genre. In comparison, The Hunger Games series has seen a fairly even split among females and males: 48% male vs 52% female.
Insurgent is all set to attract a predominantly female audience. Brands that align themselves with the film can look to target this specific audience that is upmarket and hard-to-reach. Female cinemagoers see cinema as a social staple and an opportunity to spend time with their friends or partners. They’re interested in sharing the experience and finding out what others have been up to, and are particularly savvy on social media. 88% of 15-34 year old females are cinemagoers who visit the cinema on average 6.5 times a year.
The film’s official trailer was hotly anticipated by fans. It has now amassed nearly eight million views following a dramatic spike after debuting a new trailer at the recent Super Bowl event. In comparison to the recently released Jupiter Ascending, a young adult sci-fi with a strong female lead, the Insurgent trailer has seen 44% more views, with the Jupiter Ascending trailer currently standing at 5.27 million views.
There are also 44.6K Twitter followers of the @InsurgentMovie handle, with film’s star Ansel Elgort having 2.6M followers. Shailene Woodley most recently made headlines following her recent BAFTA nomination for the EE Rising Star category, while current online conversation around the Divergent series features considerable references to The Fault In Our Stars, with fans of John Green’s novel and the film adaptation likely to attend a viewing, broadening the young adult audience further.
The popularity of the books and the first film is causing a lot of buzz online around The Divergent Series: Insurgent movie and brands looking to get involved should contact their DCM reps today to explore their options.
The Divergent Series: Insurgent will be released in cinemas on 20 March.