Observed Signal · Jun 29, 2026 · Opinion / Analysis · Source: The Drum · Impact: 2/5 · Sentiment: Neutral
Mark Ritson: Lazy Marketing, Not Gen Z, Is To Blame
Marketing columnist Mark Ritson argues that declines attributed to Gen Z — lower cinema attendance, falling soda and beer volumes — are symptoms of tired, repetitive marketing and product portfolios rather than a generational refusal to consume. He cites recent surprise box-office successes from smaller, non-studio productions (Marty Supreme, Iron Lung, Backrooms, Obsession) and contrasts them with the studios’ increasing reliance on sequels and franchise extensions. Ritson also points to beverage market shifts (Olipop, Poppi acquisition by PepsiCo, prebiotic soda launches) as evidence that younger consumers buy new propositions, not legacy brands repackaged. He concludes the market still contains young consumers, but legacy brands lack the creative capability and willingness to fund genuinely new ideas.
Opinion piece highlights market and audience signals relevant to brand strategy and content production (cinema and beverage categories). It's insightful for marketers but not a platform policy, major product launch, or regulatory event.
Track PwC Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- PwC counted 1.3 billion US cinema admissions in 2019 and 777 million in 2023; per-capita admissions were about 1.8 in 2024.
- Frequent moviegoers (six-plus tickets a year) fell from 39% of the audience in 2019 to 17% in 2025, according to S&P Global.
- A24's Backrooms had a $10m production budget, opened to $81m domestic and $118m globally on its opening weekend, has passed $300m globally, and 43% of its audience was aged 18–24.
- Pepsi's North American beverage volume shrank 2% in Q2 2025; Poppi was acquired by PepsiCo for $1.95bn in May 2025; Olipop crossed $200m in annual sales and was last valued at $1.85bn.
- Warner Bros. / DC Studios' Supergirl had a $170m production budget, around $125m marketing, opened to $38m domestic ($68m globally) and faces a worldwide break-even point above roughly $315m.
Connected Companies & Entities
7 Entities mapped“PwC counted 1.3bn US cinema admissions in 2019....”
“Frequent moviegoers, those buying six-plus tickets a year, fell from 39% of the audience in 2019 to 17% in 2025, per S&P Global....”
“Then May, A24 opened Backrooms....”
“Consider Supergirl. Warner Bros. and DC Studios opened it on Friday....”
“Pepsi’s North American beverage volume shrank 2% in the second quarter of 2025 alone....”
“Poppi was acquired by PepsiCo for $1.95bn in May 2025....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Gen Z: The New Frontier of Advertising Influence
ExchangeWire columnist Shirley Marschall questions the advertising industry's heavy focus on Gen Z and argues that the so‑called "medium-old" (40+) cohort behaves differently as consumers. Using a personal anecdote about buying Doc Martens, Marschall suggests older generations' choices are often driven by long-established preferences and brand history rather than short-term trends or social algorithms. Contributors quoted in the column (including marketing experts and industry CEOs) propose alternative explanations: Gen Z may represent "unfinished consumers" with higher theoretical lifetime value, influence mechanisms may be category-specific, and exposure to the right topics can be demographically blind. The piece calls for a rethink of generational targeting assumptions, noting that influence varies by life stage, product category and the type of cultural exposure involved.
Tailor Marketing Strategies to Your Brand's Unique Landscape
An Adweek opinion argues marketers must avoid copying premium-brand activations without testing whether the idea fits their category economics and purchase drivers. Using the author’s experience at Suntory Beverage (Schweppes) and examples including Roku, Lipton Ice Tea, Boursin, Coca‑Cola and Pepsi, the piece shows how visually spectacular activations that work for high‑margin premium spirits can be financially irrational for low‑margin soft drinks. The author prescribes three practical sanity checks before importing inspiration: margin (what “romantic spending” a recruited buyer can justify), how involved consumers are in the category, and the brand’s competitive position (leader vs. challenger). The core lesson: great creative in the wrong category is the most costly marketing mistake.
AI study platform StudyStash acquired by Kortext
StudyStash, an adaptive AI study platform, has been acquired by edtech company Kortext. The acquisition occurred a year after the founders graduated from the University of Birmingham, with financial terms undisclosed. StudyStash turns course content into personalized flashcards, practice tests, and podcasts, and is used by tens of thousands of students across 160+ institutions in multiple countries. Following the acquisition, founders Ben Ward and Jonathan Graham will remain CEO and CTO, and the company will continue as a distinct brand. The founders are relocating to Silicon Valley to expand in the US market.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.