Hollywood has long faced criticism for not catering to the moviegoing audience in the middle and southern part of the U.S. However, the recent success of Universal, Warner Bros., and Amblin’s reboot of Twisters shows that there is indeed a market in these regions. The movie opened to an impressive $80M, surpassing its $50M+ forecast by a significant margin. One of the key strategies employed by Universal was to connect with the residents of this region by portraying a weather phenomenon that frequently impacts them. This decision proved to be fruitful, with states like Arkansas responding positively to the film.
Universal took a unique approach to market Twisters as an original movie rather than relying solely on the 28-year-old property. By keeping the focus on the characters and storyline, the studio avoided being exploitative in its promotional materials. Additionally, the decision to avoid delving into politically charged topics like climate change helped the movie maintain its appeal to a wider audience. One of the standout marketing tactics was the country-infused soundtrack, featuring tracks by well-known artists like Luke Combs, Miranda Lambert, and Shania Twain.
To further engage viewers from flyover states, Universal collaborated with NASCAR for a Street Race Intro spot featuring Twisters star Glen Powell. The studio also leveraged major sporting events like the NBA Finals and the Olympic Trials to promote the film. Alongside promotional partners like Dodge RAM and Wrangler, Universal created a campaign that celebrated American values and appealed to a wide demographic. The cast of Twisters went on a cross-country promotional tour, stopping in cities like Dallas, Chicago, and Miami, and even interacting with meteorologists to add authenticity to the film.
The success of Twisters extended beyond the initial weekend box office numbers, with several markets experiencing a significant increase in ticket sales. Cities like Dallas, Houston, and Oklahoma City showed notable upticks compared to their usual attendance. Middle America chains like B&B Theaters and Santikos also saw a surge in ticket sales, indicating the film’s resonance with audiences in these regions. The original Twister movie, released in 1996, was a commercial success, and the decision to reboot it seems to have paid off.
The positive reception of Twisters in middle America highlights the potential for Hollywood to tap into this market with more targeted content. While there have been limited releases aimed at audiences in the heartland, the success of films like American Sniper and Twisters demonstrates the appeal of such films. By understanding the preferences and experiences of viewers in these regions, studios can create movies that resonate with a wider audience and drive box office success. Hollywood’s connection with middle America is a promising sign for the future of cinema.
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