4 entertainment trends marketers can leverage to boost spirits—and revenue

Outdoor movie

The home is now a multiplex

With the entire family under one roof all day, every day, people are splitting up to watch live programming or streaming on-demand in every corner of the house. After shelter-in-place guidelines took hold, searches for entertainment ideas have spikes in every genre. Parents are looking for ways to keep kids busy, with searches for “family movies” up 145%.4

But they’re also looking for ideas for themselves. Gen Z Pinners are seeking variety: We’re seeing similar increases in “reality TV,” “romantic comedy” and “action movies.”5 Sports fans on Pinterest are filling the live-event gap by searching star athletes from the NFL draft and content about Michael Jordan following the release of The Last Dance.6

TIP: Curate custom content line-ups. Make it easy for people to find the entertainment they’re looking for. Bundle cross-genre recommendations for households that include ideas for parents, teens and kids. For people searching specific genres, put together some “Best of” or “Top 10” lists of recommendations.

Movie night becomes a major event

With nowhere to go, people are looking for ways to elevate the ordinary, whether it’s parents searching for “family movie night ideas” (+794%) or couples planning a “movie date night at home” (+145%).7 Beyond cozying up on the couch, people are going glam, searching for “movie theater party” (+461%) and even taking it outside with “backyard movie nights” (+743%).8

TIP: Help people plan an event to remember. Share tips for making movie night special. Get creative about ways people can take it up a notch—painting a red carpet in the lawn for outdoor movie night, serving gourmet popcorn, or setting up an ice-cream or candy bar in the family room with all the trimmings.

Golden oldies are making a comeback

Nostalgia TV is like comfort food. Familiar movies, series and characters give us something to hold onto, and are topping “most-watched” lists right now. Searches for “iconic movies” are up (644% year over year), as is engagement with longtime fan favorites like The Office and Seinfeld.9

TIP: Highlight classic titles from your library. Encourage longtime fans to re-watch their favorites and new viewers to discover them. It may be the inspiration that encourages someone to tune in or sign up.

Fans are looking to connect

Fandom is more important than ever. With in-person concerts, sporting events and Comic-Con-type conventions on hold or canceled, people are going online to express themselves and connect over shared interests. We’ve seen a 45% jump over the prior year in searches for fan art and cosplay ideas.10

 TIP: Let fans take center stageCreate opportunities for fans to engage in a more direct and personal way with your brand, titles and talent. Make it easy for musicians to hold virtual concerts in their living rooms. Facilitate live chats to help celebrities share professional projects and social causes with fans.

 

Even as stay-at-home guidelines begin to relax, many of the new ways we have found to engage with entertainment content will stick. And so will the relationships we develop with the brands that brought us inspiration and comfort during the pandemic.

 As I see it, there’s never been a better time for entertainment brands to rise to the occasion.

 —Tina Pukonen, saving to shows to watch

 

1The Motion Picture Association, “The 2019 THEME Report,” Global data, March 2020

2Nielsen, “Streaming consumption rises in US markets,” 4/22/20

3Pinterest internal data, US, 3/9/20-3/22/20 compared to 2/24/20-3/8/20

4Pinterest internal data, US, 3/9/20-3/22/20 compared to 2/24/20-3/8/20

5Pinterest internal data, US, 4/6/20-4/19/20 compared to 3/23/20-4/5/20

6Pinterest internal data, US, 3/28/20-4/27/20 compared to 2/26/20-3/27/20

7Pinterest internal data, US, 4/2/20-5/3/20 compared to 4/2/19-5/3/19

8Pinterest internal data, US, 4/2/20-5/3/20 compared to 4/2/19-5/3/19

9Pinterest internal data, US, 4/11/20-5/10/20 compared to 4/11/19-5/10/19

10Pinterest internal data, US, 4/11/20-5/10/20 compared to 4/11/19-5/10/19