How Lucasfilm could finally hook Gen Z males on Disney again

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Star Wars is currently grappling with an issue it hasn’t experienced for many years: attracting young male viewers. According to Variety, Disney and Lucasfilm are encountering an unexpected challenge in capturing the interest of males aged 18-28, who consume media in distinct ways compared to older fans or even women of the same age group. This demographic prefers complex narratives, morally nuanced characters, and interactive experiences, which have been identified as key areas for Lucasfilm to focus on when appealing to Gen Z males. This is not just about boosting numbers; it’s also about rejuvenating a franchise that has had difficulties in capturing the attention of younger audiences following the sequel trilogy.

For instance, Andor received numerous positive responses, yet it didn’t strongly appeal to younger viewers on Disney+. According to Parrot Analytics, the series has approximately the same gender split as the entire Star Wars franchise (over 70% male), and its audience is older compared to the average Star Wars show audience (around 60% are over 30 years old, while under 50% of the overall Star Wars series’ audience is older). Conversely, The Mandalorian, despite its widespread popularity, isn’t as popular with men as it is with women. As stated by Parrot Analytics, The Mandalorian and his crew attract a “noticeably larger female audience” compared to other shows in the franchise.

Lucasfilm is looking for ways to attract younger viewers, specifically Gen Z males, as mentioned in Variety. They’re reportedly exploring new intellectual properties and concepts such as grand worldwide adventures, treasure hunts, and seasonal movies like those released during Halloween. This move comes as the Star Wars franchise faces challenges in developing new film projects and the superhero genre experiences a decline in viewership. However, it’s important to note that Disney’s market share among Gen Z moviegoers isn’t poor; it’s roughly at 10%, similar to Sony Pictures and Paramount, slightly higher than Universal, and just below Warner Bros. Over the past year and a half, four films from four different Disney labels have each earned over $1 billion, a feat unmatched by any other studio during that period.

Despite relying on established franchises like Marvel and Star Wars for a long time, Disney is proactively seeking fresh avenues to captivate younger demographics. For example, they invested $1.5 billion in Fortnite’s parent company, entering their characters into the hugely popular game. However, it was hinted by Variety that Disney does not own the movie rights for Fortnite, which might seem surprising given the opportunity to steer Gen Z gamers towards cinemas.

In the future, digital involvement – similar to partnering with Fortnite – will probably be crucial. Instead of simply observing, Generation Z males tend to actively engage. Content like memes, speculative discussions (theorycrafting), and fan-created edits are prevalent on social media platforms such as TikTok and Reddit. Disney’s influencer collaborations and new Webtoons agreement can help them introduce Star Wars characters into online environments where Generation Z males are already actively participating.

As a devoted Star Wars fan, I can’t help but feel a sense of excitement and anticipation when it comes to Lucasfilm. The task at hand is clear: they must strike a harmonious balance between honoring the rich legacy of storytelling and embracing innovative approaches that truly resonate with Gen Z males.

Reddit has been a buzzing hub of insights, with many Gen Z males expressing a preference for hands-on activities rather than just watching films and shows. One particular post caught my eye: “I’m part of the astromech/droid builders community, where I’ve been working on a life-size 3D printed R2-D2 robot as a personal project. It seems that most hobbyists are Millennials or Gen X, but there are some of us from Gen Z like me.”

In order to ensure continued success, Lucasfilm needs to venture into spaces such as this and engage with Gen Z males directly. For instance, Star Wars LEGO sets serve as a bridge between passive viewing and active participation – an ideal way to cater to the hands-on preferences of our generation.

With the right approach, courting Gen Z males could significantly boost Disney’s Star Wars lineup, potentially increasing the subscriber base of Disney+ and sparking interest in upcoming movies, games, and merchandise. If Lucasfilm manages this strategically, the brand could help Disney regain this demographic while setting the stage for generations of dedicated fandom. Essentially, Star Wars serves as a test for how established franchises can adapt to appeal to the preferences of a new generation, one Gen Z fan at a time.

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2025-08-25 19:22