Walt Disney Studios is trying to develop strategies to appeal to young men from Generation Z, particularly those between the ages of 13 and 28, as the company looks to win back a demographic that has drifted from the brand. According to Variety, the studio is prioritizing original concepts that specifically cater to this group.
The move comes amid broader industry challenges as Gen Z audiences have shown less interest in moviegoing than previous generations. But despite owning some of the most valuable male-centered franchises in history, including Marvel and Lucasfilm, Disney has struggled to maintain strong engagement with young men. Critics have pointed to the more feminist direction taken in recent projects as a possible factor in this decline.
Variety reported that the task of reconnecting with this demographic has largely fallen to David Greenbaum, who was hired in 2024 to lead Disney’s live-action film division. The studio has not had a major male-oriented franchise like “Pirates of the Caribbean” in nearly a decade, and attempts to reboot “Indiana Jones” in 2023 fell flat financially. Greenbaum has recently brought in Daria Cercek, a former Paramount Pictures executive who oversaw projects such as “Sonic the Hedgehog” and “A Quiet Place,” to help spearhead the effort.
“When the execution is correct, Disney’s sweet spot at the movies has been millennials,” the outlet reported. “That generation rabidly consumed classic vault titles like ‘The Lion King,’ ‘101 Dalmatians’ and ‘Lilo & Stitch’ as kids. Now, they bring their children in droves to see live-action reboots. (This year’s billion-dollar grosser ‘Lilo & Stitch’ over-indexed with men and boys, Disney previously said.) Gen Z is a different story.”
The push for original material was echoed by Disney CEO Bob Iger, who said in a recent earnings call that the company would no longer prioritize existing franchises over new ideas. Iger said the priority was “to put out great movies.”
“I never thought I’d say it,” one executive remarked of Disney’s struggles with young men despite its tenured list of IP, “but it looks like Disney is going to have to start trying.”
