Disney is making a conscious effort to shift its focus towards attracting younger male audiences, with leaders pushing for original concepts and IP that resonate with Gen Z men aged 13-28. The company has been seeking new ideas, such as splashy global adventures and seasonal fare like films for the Halloween corridor.
Former Searchlight Pictures co-head David Greenbaum, who heads Disney’s live-action film business, is leading this effort. He recently hired Daria Cercek to assist in this push, bringing expertise from Paramount Pictures. However, some power players see something ominous in this move, suggesting that Disney may be trying too hard to fit into an emerging demographic.
The challenge lies with Gen Z, which has built-in interest in gaming and social media platforms like TikTok. Unlike millennials, who grew up on classic Disney titles, young men are a harder-to-grasp audience. As a result, Disney is taking a more nuanced approach to create content that speaks to this age group.
The company’s efforts come as the Star Wars machine struggles to produce appealing films for younger audiences. Disney’s market share among Gen Z is currently 10%, which is comparable to Sony Pictures and Paramount but slightly below Universal and Warner Bros.
While some rivals see this shift as a smart move, others question whether Disney is abandoning its core audience in favor of a niche demographic. The company’s priority remains creating great movies, rather than relying on established IP. With new films like “Avatar: Fire and Ash” and “Zootopia 2” set to release this year, Disney will look to blaze new trails while maintaining its market share.
Source: https://variety.com/2025/film/news/disney-marvel-lucasfilm-gen-z-1236494681