The recent success of the Twisters reboot has shed light on the previously untapped potential of the middle and southern parts of the U.S. Hollywood has often complained about a dwindling moviegoing audience in these regions, but Universal, Warner Bros., and Amblin took a different approach by creating a movie specifically tailored to resonate with this demographic.
One of the key strategies employed by Universal in the marketing of Twisters was the emphasis on portraying the authentic experiences of individuals living in areas frequently impacted by weather phenomena such as tornados. By enlisting the talents of Arkansas native and acclaimed filmmaker Lee Isaac Chung, the movie was able to capture the essence of middle America, resonating with audiences on a more personal level.
Unlike traditional reboots that rely heavily on nostalgia, Universal chose to treat Twisters as an original film, with only one character from the original movie making an appearance. This fresh approach allowed the studio to attract both fans of the original and new audiences, showcasing the resilience and spirit of individuals faced with natural disasters.
The success of Twisters can also be attributed to the innovative marketing tactics employed by Universal. The country-infused soundtrack featuring artists like Luke Combs, Miranda Lambert, and Shania Twain added a new dimension to the movie, appealing to a wider audience beyond just traditional moviegoers. The collaboration with music industry veteran Kevin Weaver further solidified the film’s connection with fans of country music.
To further engage audiences in the heartland, Universal partnered with NASCAR for a Street Race Intro spot, featuring Twisters star Glen Powell. Sporting events played a crucial role in the marketing campaign, with the movie trailer airing during major events like Super Bowl LVIII and UFC matches. These strategic placements helped generate buzz and excitement for the film among middle America audiences.
In a bold move to broaden its reach, the cast of Twisters embarked on a cross-country promotional tour, making stops in cities like Dallas, Chicago, and Miami. Special screenings were also held in Oklahoma and military bases, underscoring the studio’s commitment to connecting with audiences outside of major metropolitan areas.
The box office performance of Twisters in cities like Dallas, Houston, and Oklahoma City showcased the film’s appeal to audiences in middle America. The resurgence of interest in the movie genre focused on real-life experiences and resilience resonated with viewers, leading to an impressive performance at the box office.
The success of the Twisters reboot serves as a testament to Hollywood’s ability to captivate audiences in middle America with compelling storytelling, innovative marketing strategies, and genuine portrayals of life in the heartland. By embracing the unique experiences and perspectives of individuals living in these regions, studios can tap into a previously underserved market and create meaningful connections with viewers across the country.