The internet has long been regarded as a safe environment for fan communities to express themselves. From Potterheads flocking to X (formerly Twitter) to celebrate the 20th anniversary of Harry Potter in 2017, to Star Wars aficionados commemorating Star Wars Day with the obligatory ‘MayThe4thBeWithYou’ - the demand for these spaces isn’t new.

And people’s desire to connect with kindred spirits is only trending in one direction. Whether it’s films, TV shows or video games, fandoms are alive and kicking across online platforms. Reddit, for example, reported its first profit as a publicly traded company in October and its total monthly users hit 100 million, a 47% increase from the previous year.

Online communities are thriving – but often brands don’t see the full potential of mobilising these unique groups of people.

What if brands could turn a corner and see these fandoms for what they are - young, passionate people who want to engage in new opportunities and experiences? What’s more, imagine if advertisers could pair this engagement with a channel like cinema, renowned for capturing viewers’ unrivalled attention.

Flipping the script in this manner would be the catalyst for moving beyond generic outreach, and instead forging connections with the consumers that matter most.

Behind the (advertising) scenes

Brands are no strangers to the battle for consumers’ attention. Second-screening has become a default behaviour, with 86% of people acknowledging that they use other devices while watching TV. Dwindling attention spans have done little to help the situation - a 2023 study suggests that they’ve fallen by almost four seconds since the turn of the century.

However, cinema advertising provides a rare opportunity to speak to viewers without fear of interruption. Their immersion is guaranteed from the moment they take their seats (and put their phones on silent). What’s more, in an era where consumers crave bespoke experiences - almost 90% prefer personalised ads - cinema reigns supreme. In terms of personal relevance or engagement, cinema beats social media and television by +9% and +18% respectively.

What is truly special, however, is when the cinematic experience is aligned with a community that’s already bought into a particular fandom. Not only are these viewers more receptive to content associated with their passion - their heightened emotional state means they’re more likely to “buy into” propositions. Case in point, data from fan-generated entertainment and gaming platform Fandom suggests that heavy cinema-goers are twice as likely to pre-order new video games. Pearl and Dean and Fandom announced their official collaboration to the industry at a joint event at the beginning of October and working with Fandom has afforded Pearl and Dean fantastic cross-targeting opportunities, giving deep consumer insight.

Pair the unique focus that cinema offers with the power of fandoms - targeting communities that care, and also display a higher likelihood of engaging with your content - and brands are left with a framework wherein every pound works harder, driving significant gains in return on investment.

However, it’s not as simple as just looking through a fresh lens. It needs to be authentic, as was the case with the Barbie marketing phenomenon from last year.

The film may have amassed more than 100 brand partners, but they were all relevant - notable examples include jewellery, clothing and interior design accessories.

All the screen’s a stage

So what does the perfect script look like for brands wanting to tap into this hungry, eager audience?

It goes without saying that timing is everything - but this doesn’t mean that anything goes. Thankfully, a quick glance at upcoming blockbusters reveals no shortage of viable titles. Whether it’s gaming-inspired releases such as Sonic the Hedgehog 3 and The Minecraft Movie, or a long-anticipated sequel like Moana 2 or Captain America: Brave New World, these features are guaranteed to have fans queuing down the street.

These types of films are the perfect vehicles for transforming fans into active brand participants. Their excitement can be used as a springboard to ignite conversations that span multiple channels. And you don’t have to wait for the credits to roll to make this a reality.

Fans often engage with films deeply even before setting foot in the cinema, be it by researching source material, learning about characters’ backstories or watching trailers (and their subsequent breakdowns) time and again. After the film, they’ll be quick to share their thoughts with fellow fans, immersing themselves deeper in the community - and thereby, not only giving the opportunity to efficiently elongate an advertiser’s campaign but also creating additional touchpoints for brands to insert themselves into the narrative.

In terms of engagement, fewer methods are more effective (or more simple) than featuring an iconic character in a campaign. Pearl and Dean employed this tactic when partnering with Paramount Pictures to have Sonic make a special appearance in its famous idents ahead of the release of Sonic the Hedgehog in 2020. The use of an instantly recognisable and well-loved character helped bring the idents into the “now” and raise awareness of the release.

That’s a wrap

Whether it’s Fandom, Twitch, YouTube or X, it’s impossible to ignore the cries for more fandom-friendly spaces. These diehard fans are digital natives and can be found across a multitude of channels. However, it’s cinema that poses the most intriguing opportunity for advertisers. Brands that leverage the inherent strengths of cinema (namely, that it's an isolated environment devoid of distractions) and the built-in engagement of fandoms are onto a showstopping formula.