Gen Alpha’s entertainment trends revolve around video games. Why that matters for cinemas

Want to get Generation Alpha into cinemas? Look to video games.

Kids still like to go to the movies, according to a new research report, but the franchises they care about are not the traditional Hollywood popcorn fare.

Seven of the top 10 entertainment franchises that the youngest generation of movie-goers cares about are video game properties, according to a recent study by the US-based National Research Group (NRG).

The top five titles that Gen Alpha kids – generally considered to be those aged 15 and under – say they talk most about were Roblox, Minecraft, Fortnite, Grand Theft Auto and Pokémon, all of which originated from the world of video games. The highest-ranked non-video-game property was Marvel and Disney’s Avengers, at No. 6.

Studios have started to catch on. This year’s A Minecraft Movie, based on the popular game where users build and explore different worlds, was such a huge success. The film, adapted by Warner Bros. and Legendary Entertainment for the big screen, grossed US$955 million at the global box office, according to Comscore. Young fans packed cinemas, cheering during scenes important to gamers.

“Gaming is a deeply important part of Gen Alpha culture because it provides an essential venue for socialisation,” said Fergus Navaratnam-Blair, NRG’s vice-president of trends and futures. “Social gaming platforms like Roblox and Fortnite give them the opportunity to spend time with their friends, build communities and develop a sense of their own identity.”