Generation Z: A tough nut to crack for movie studios

|By:, SA News Editor

The recent warnings up and down the retail sector on slow store traffic trends haven't gone unnoticed by movie studios and theater operators as they look for ways to reach revenue targets this year and beyond.

The toughest nut to crack for the movie industry might be "Generation Z" - a group that is more focused on devices and streaming options than traditional film distribution channels. Media analysts think the "all-or-nothing" nature of Gen Z increases risk for studios with their big budget films.

Rentrak (RENT) is one company that is on top of tracking Gen Z. The research firm recently signed a deal with CBS to provide advanced demographics culled in part from online measurements of social engagement.

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