New research shows that a franchise’s full catalog sees the benefits of a theatrical release even when it falls short of a box office blowout, presenting a big marketing opportunity for studios and sibling streaming services.¹
When looking at the impact of new releases, we found that searches for prior installments in a franchise typically more than doubled when new titles were released, a trend that distributors can leverage to build theatrical buzz in the weeks leading up to a film’s debut.
In order to ensure a smooth transition from theater to streaming at home, ramping up post-release marketing can help studios build on box office excitement to create an even bigger streaming audience.
Here are three key recommendations based on our research:
1. Grow a film’s audience with consistent touchpoints across the content lifecycle.
Marketers can maximize viewership by engaging the same streamers across the content lifecycle – from theater to rental/purchase to direct-to-streaming. Theatergoing and streaming can coexist, and a successful box office performance does not cannibalize streaming growth.
When titles become available on streaming, users are more likely to keep or subscribe to a new service for a new movie release than cancel or switch.² Streaming promotions drive retention and new subscriptions, helping them grow their fan base.
A premium SVOD service promoted their new-to-streaming title on Roku with a high share of voice placements, two 15% SOV takeovers, and saw impact across the funnel. 34% of sign-ups and 41% of first-time views were attributed to the ad units, and the film remained the service’s #1 searched title for nine consecutive weeks.
The Content Lifecycle
Teaser/trailer → Theater release → PVOD release → SVOD release
Additionally, a new installment in a franchise can help brands win new, younger audiences who become fans of the content.
For example, kids who grew up with the Minions stayed loyal to the franchise, and 34% of ticket buyers for the latest film were between the ages of 13 and 17.³ Despicable Me 3, the last installment in the franchise to hit theaters, where only 8% of opening weekend attendees were between the ages of 13 and 17.
2. Drive buzz for new releases well before a title hits theaters.
For franchises, a new installment lifts the catalog. Roku streamers typically search 2x as much for prior editions of a franchise when a new title is released. Moreover, we see surges in these prior titles at every stage of the release cycle – when a teaser hits, when a full trailer drops, and when a title releases in theaters.
This means buzz exists well before a title’s release and it’s never too early to advertise. Theatrical marketers should capitalize on Roku’s massive moviegoer demand. In fact, 38% of Roku users say they discover new movies through streaming promotions.⁴
Marketers can also drive excitement for the theatrical release by promoting catalog titles in the franchise alongside teasers and trailers. For example, when the first trailer for The Minions: The Rise of Gru was released in February of 2020, Despicable Me saw a 32% increase in searches, Despicable Me 2 saw a 34% increase, Despicable Me 3 saw a 27% increase, and Despicable Me: Minion Madness saw a 68% increase.⁵
3. Treat a streaming release as a second opening weekend.
Whether a movie broke box office records or didn’t pack the theaters, the streaming release is a key marketing moment.
Studios continue to experiment with film release strategies, but many have adopted shorter theatrical windows. To avoid FOMO and spoilers, streamers can access new films sooner from the comfort of their own homes and nearly two-thirds (65%) of Roku users agree that their Roku streaming device makes it easy for them to rent or purchase new movies through their TV.⁶
Cost and convenience are major factors for some streaming movie audiences. 24% of Roku users who are Light Moviegoers say they typically wait to watch a new film until it becomes available on streaming at no additional cost.⁷ Make sure your content is easily discoverable for movie fans who prefer to stream at home.
Encourage fanatics who saw your movie in theaters to re-watch it at home and engage with the full franchise catalog. In fact, 62% of Roku users who are Heavy Moviegoers say they’re interested in watching new movies that are a continuation of a franchise they like.⁸
How to boost franchise engagement with TV streaming
- Be everywhere: Bringing in newer, younger audiences requires a holistic approach across media devices and platforms.
- Start early: If you’re aiming to build a franchise, you’ll need to introduce Roku users to the characters even sooner since they’re likely unfamiliar with the IP.
- Leverage video: Engagement with prior films in a franchise spikes when teasers and trailers for a new installment are released. Run video ads on Roku to reach viewers who are already in the streaming mindset.
- Stand out: Incorporate high-impact placements or brand experiences to cut through the clutter.
- Tailor recommendations: Personalization drives value and engagement. Use Roku’s first-party data to understand content affinities and ensure ads are relevant to user interests.
June’s top 10 searches on Roku
June’s top searches underscore the relationship between catalog films and new releases. As “Top Gun: Maverick” soared at the box office, the 1986 “Top Gun” dominated searches by Roku users (the 2022 release ranked eighth). Meanwhile, the release of “Jurassic World: Dominion” elevated three previous installments in the franchise to the top 10.
To read more about what streamers searched in June on Roku, read Variety’s article here. To get more streaming insights from Roku, subscribe to our newsletter.
¹ Select theatrical releases in 2021 and 2022; Roku Internal Data, 2022
² Roku Theatrical Survey, June 2022; 1,824 users surveyed
³ “Why ‘Minions: The Rise of Gru’ Thrived at the Box Office While ‘Lightyear’ Flailed,” Variety, 2022
⁴ Roku Theatrical Survey, June 2022
⁵ Time period for increase: Week before vs. Week after
⁶ Roku Theatrical Survey, June 2022
⁷ Roku Theatrical Survey, June 2022
⁸ Roku Theatrical Survey, June 2022
