Making movie magic. Modern movie lovers’ fandom extends far beyond the big screen, from watching that first teaser trailer to purchasing an action figure of their favorite character. Amazon Ads helps brands stay connected with movie fans from the box office to shopping baskets—and long after the credits roll. Learn more.
Picture your favorite movie of all time. No, not the one you tell people is your favorite movie because it sounds artsy and impressive, or the one you use for icebreakers at work—but your real, know-every-line-and-musical-cue favorite movie.
Maybe you first learned about it via a teaser trailer, or perhaps it was the highly anticipated movie adaptation of your favorite book. Or maybe it’s a film classic you’ve been watching for as long as you can remember. No matter how you were introduced, you watched the movie and fell in love.
Along with being able to quote your favorite scenes flawlessly, you’ve probably listened to the soundtrack, sipped your morning coffee out of a mug featuring your favorite character, or passed along an action figure to another young movie fan in your life.
Movies and entertainment foster this kind of fandom and community, which impacts consumer buying behavior. Even now, if you spot a piece of merchandise branded with your favorite movie out in the wild, you’re likely to interact with it or purchase it simply because it’s related to a special film or memory.
This relationship between consumers and brands can be leveraged across the entire lifecycle of a piece of entertainment. From pre-premiere buzz to post-credits debriefings, brands can engage with audiences using what Amazon Ads and Crowd DNA dubbed “the ripple effect.”
We teamed up with Amazon Ads to learn how movie fandom drives engagement and how brands can keep the community buzzing long after the party leaves the theater. Let’s get started.
Modern movie magic
Whether you’re a rom-com lover or a thriller enthusiast, film fans overwhelmingly watch movies to escape to a new world. In Amazon Ads’ research with Crowd DNA, they found that 88% of respondents often or always watch movies for escapism and entertainment.
And where audiences watch movies matters, too. Amazon Ads and Crowd DNA analyzed how two types of movie fans—theatergoers and at-home movie watchers—choose to watch films.
Here’s what they found:
- At-home movie screenings are up, with 60% of respondents calling home viewings more comfortable than theater screenings.
- Theater enthusiasts aren’t going anywhere: 77% of movie fans headed to the theater in the last year.
What does this mean for marketers? There’s value for fans in both modes of viewing. Amazon Ads found that movie fans visit theaters an average of 1–5 times per year, and 26% of viewers watch movies at home on a weekly basis. So, what are they watching where, exactly? And how can brands connect with these superfans?
Audiences heading to the local movie theater are likely checking out a new release, hanging out with friends, or enjoying a date night. Theatergoers, meanwhile, are looking for the full experience: They want to snack on popcorn, turn off their phones, and create a memory. And 61% of theatergoers combined their trips to the theater with food or drinks at a local restaurant. Brands can reach customers by connecting with movie fans through each of these experiences with a cross-collaborative strategy.
Folks watching at home are usually enjoying a nostalgic rewatch or taking time for themselves. Home movie-watching experiences also tend to involve family and seasonal traditions, from viewing holiday favorites to introducing the kids to a classic saga. And just like theatergoers, 26% of at-home movie watchers pair takeaway food with their film of choice. Knowing this, CPG and QSR brands can target their campaigns to fans looking to enhance their movie-watching experience.
There are genre preferences for at-home vs. in-theater viewing experiences, too. Documentaries, romance, comedies, crime, and mysteries are at-home favorites—after all, it’s easier to shed a tear over that new rom-com from the comfort of your couch. Theatergoers tend to check out action and adventure, looking for adrenaline and even jump-out-of-your-seat horror.
And for the parents and soon-to-be parents out there, movie-watching habits don’t necessarily change when kiddos enter the mix. Amazon Ads’ research found that 66% of parents with children under 18 watch movies to connect with their kids, and that connection peaks between ages 8 and 11. Parents continue to bond and engage with their kids over their new favorite movies with related toys and games. In fact, nearly half of parents spent money on toys and games in the last year for their 10–11-year-olds.
Thus, the wheel of movie fandom continues on in new generations—and brands can create cross-industry connections that last a lifetime.
The ripple effect
Remember the ripple effect we mentioned earlier? The ripple effect explores the entire lifecycle of a film as it builds a fandom:
- The Buildup: pre-viewing anticipation and excitement
- The Drop: the immersive viewing experience itself
- The Early Waves: immediate post-movie discussions and reactions
- The Later Ripples: deeper engagement with content and community
- The Ongoing Effect: long-term fandom and intergenerational sharing
When you think Buildup, think trailers, social media buzz, and chatting theories with loved ones. Amazon Ads’ research found that approximately 70% of viewers had a prior connection with their most recently watched movie.
And when you think of The Drop, think of the movies that instantly connect with you: 84% of respondents claimed that watching a movie started their fandom. This moves fans into The Early Waves, where the movie you just watched sticks with you for days.
One in two respondents who felt emotionally moved by movies discussed it with others immediately. We’ve all been there—sometimes you’ve just gotta unpack the story with your bestie. Was it all a dream, or did the protagonist return to reality? Some things demand immediate discussion.
The Later Ripples are where the movie magic continues for brands: 45% of respondents said they’re likely to rewatch a movie. This stage is where fans look for more ways to live in the film’s world, from purchasing merchandise and toys to listening to soundtracks. This is where brands can reengage with and cross-sell to fans through Amazon Ads Display, allowing them to continue living in the movie world a little bit longer.
And lastly, The Ongoing Effect: This is where fandom turns into community and belonging. Their research found that 18% of respondents described themselves as “superfans” of a movie or franchise, continuing their interactions with the brand long after the film leaves theaters:
- 81% have participated in movie-related activities, including listening to the soundtrack, exploring behind-the-scenes content, and collecting physical copies.
- 36% have purchased movie-related toys and games.
- 33% have purchased movie-related clothing and costumes.
This shows the power of movie fandom and the multitude of ways brands can connect with audiences, from the box office to shopping baskets. Brands can work with Amazon Ads to tie in omnichannel marketing with interactive, streaming TV ad overlays that link to toys, games, costumes, clothing, and more.
Multilingual markets
Let’s not forget about reaching all customers—including multilingual movie lovers. Respondents who self-identified as Spanish speakers reflected the same patterns as general market customers:
- 93% watch movies for escapism and entertainment.
- 70% spent money on movie-related products or experiences in the past 2 years.
- 42% said they were likely to buy a product featured in a movie.
Here’s the big picture: Brands that advertise with Amazon Ads can reach audiences with in-language ad solutions, helping them connect with more potential fans using the principles of the ripple effect.
Roll the credits
From teaser trailers to post-credits deep dives, the ripple effect helps brands connect with audiences far beyond the initial viewing experience. It drives engagement, fandom, and buying behaviors for theatergoers and at-home watchers alike.
Supporting the ripple effect means strategizing for each phase. That’s where Amazon Ads comes in. Approximately 61% of Prime Video users report having a positive experience because they can seamlessly switch between Prime Video and shopping on Amazon, right on their phones. Brands can reach customers while they’re watching their favorite shows on Prime Video or browsing for movie-night snacks on Amazon.
Whether you’re creating buzz during The Buildup or providing personalized product recommendations amid The Early Waves and Later Ripples, Amazon Ads is here to help brands create omnichannel, long-term, full-funnel relationships with fans.
Ready to leverage the ripple effect in your next campaign? Get started with Amazon Ads.