It is part of getting old that you find yourself looking at younger generations and thinking they are a bit… useless. World War II veterans looked at Boomers with disdain, thinking they needed a good war to sort them out. Gen X simply couldn’t believe what they were seeing when Millennials entered the workplace. Even Millennials got shocked when Gen Z and Gen Alpha came along.
One thing that any older generation seems to think about younger generations is that they are a bunch of sissies compared to back to them. It’s standard.
However, a new study by audience intelligence platform DiO (as reported in Deadline) might be proving some of this is true. The firm conducted a study across 37,000 consumers using analysis tools such as facial coding, biometric, and cognitive data. It then spent two years analysing different movie trailers and other screen content through the lens of their new data.
Their findings show that there has been a shift in how viewers engage emotionally with what is on screen. To quote the report:
“…younger male viewers respond more strongly to character-driven storytelling with narrative depth than to relentless, high-octane action scenes”.
They also claim that young men preferred:
“…female characters who are strong and independent over those who are hyper-stylised or given supporting roles.”
DiO CEO and founder Ade Shannon said:
“This data points towards a shifting perception of masculinity and an evolving appetite for richer, more grounded storytelling.”
While the executive summary of the report states:
“…reliance on focus groups and long-held audience assumptions are outdated concepts.”
The report claims that indie production studio True Brit used the DiO data to plan the marketing campaign around their title Marching Powder, specifically to pinpoint aspects of the film that would appeal to potential viewers outside its core 35+ male audience. While the movie deals with drug use and football hooliganism, it also somehow increased its female audience to 45% without isolating the core audience.
This resulted in the small movie doubling its money on release.
All this just makes me start muttering like Clint Eastwood’s Gunnery Sergeant Highway from Heartbreak Ridge, and think that kids today simply need to be made to watch Commando at school, before Yuri Bezmenov’s “Warning To The West” becomes irreversible.
Kids today! (shakes head)
