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DC Playbook
Top 10 Things to Know when Planning DC
- Early awareness and interest in title releases typically come from males, with female interest coming into later in-season
- A female protagonist and female led cast doesn’t guarantee a dominance of female attendance. WW and Birds of Prey brought in more males than females
- 15-24 are the ‘heartland’ audience for DC franchise, but no title is the same. Each release has its nuances and has a more varied audience make up versus other franchises or genres (e.g. animation has a much more consistent audience breakdown)
- An increase in BO performance does not mean more ‘balanced’ admissions, the franchise continues to skew male even (average 60%) across a range of BO releases
- If releasing over a holiday period, we should look to continue to engage females who are key planners over this period (shown in Aquaman conversions)
- As with other genres, ‘behind the scenes’ and ‘featurette content outperform film content in VTR and conversion
- Across the releases, certain display partners such as Lad Bible and IMDB consistently perform well for the franchise
- Having the key protagonist front and centre throughout copy helps maintain audience retention and conversion (shown through Birds of Prey and Aquaman)
- We don’t always need critic reviews to bolster performance. Including social quotes for Aquaman saw positive returns in conversions
- We should consider splittinWe see a high cross over of DC fans who are also interested in music and gaming (TGI)
