‘A Minecraft Movie’ thrives at the box office, and marketing is behind its success

The news: “A Minecraft Movie” opened to massive success this weekend, making it the best opening ever for a video game adaptation.

• The Warner Bros. Discovery picture opened to $157 million domestically and $144 million overseas, giving it a global start of $301 million. The debut placed it millions ahead of initial expectations, outpacing “The Super Mario Bros. Movie,” which held the previous record for most successful opening for a video game adaptation.
• The film was made on a $150 million budget and marks the biggest launch in the history of WBD, not adjusted for inflation.
• Of the many who saw the movie over opening weekend, teens between 13 and 17 accounted for 35% of the audience. Individuals ages 18 to 24 represented the largest audience segment according to PostTrak exit polls cited by The Hollywood Reporter.
• “A Minecraft Movie” was also successful among families, while males dominated viewer demographics at 65% to 67% of the audience.
• Its success comes despite average to below-average reviews, with the film receiving a B+ CinemaScore and 47% on Rotten Tomatoes.

Behind the scenes: The film’s success comes as WBD has been facing a series of box office misses, and at a time when box office revenues worldwide are struggling.

Most recently, the studio struggled with releases like “Mickey 17” and failed to impress at the box office with “Joker: Folie à Deux.” The disappointments came amid WBD facing an enormous debt load resulting from its 2022 merger.

Why “Minecraft” is succeeding: The movie is based on the best-selling video game of all time, meaning it has a larger—and more family-friendly—audience than other video game adaptations.

However, a significant reason behind the success of “A Minecraft Movie” is the film’s massive marketing push, studded by an array of high-profile collaborations and immersive brand tie-ins.

• McDonald’s promoted a limited-time Minecraft meal, offering collectibles and trading cards that provided in-game upgrades.
• Poppi introduced a limited-edition four-pack series with Minecraft characters in a promotional push that included a $15 Fandango Movie Reward for buyers purchasing four packs at once, driving people to theaters.
• NYX Professional Makeup launched a beauty collection centered around the film’s themes.
• Oreo boosted a special-edition Minecraft cookie offering that included an interactive AR experience, where buyers were able to unlock exclusive content and win prizes.

Our take: “A Minecraft Movie” teaches a clear lesson: marketing beyond the traditional must be prioritized to guarantee that a movie—even one that hasn’t gotten stellar reviews—appeals to a wide audience.

Having a unique, multifaceted marketing strategy is critical in a time where brand recognition isn’t always enough to convince consumers to go to the theater instead of waiting for movies to be available on streaming platforms.