The recent success of the movie Twisters serves as a testament to Hollywood’s ability to reconnect with audiences in the middle and southern parts of the U.S. that have felt overlooked in recent years. By focusing on a weather phenomenon that impacts these regions frequently, Universal, Warner Bros., and Amblin managed to capture the attention of moviegoers in states like Arkansas, Oklahoma, and Texas. The decision to reboot Twisters with a fresh storyline and a soundtrack featuring country artists was a strategic move to appeal to the heartland audience.
Despite the potential to spark conversations about climate change, the filmmakers behind Twisters chose to keep the movie apolitical. By steering clear of controversial topics and focusing instead on providing pure entertainment, the studio was able to draw in viewers from diverse backgrounds. The film’s emphasis on fun and escapism resonated with audiences looking for a break from the chaos of real-world events, such as the aftermath of the Donald Trump assassination attempt.
One of the key elements of Twisters’ successful marketing campaign was the use of a country-infused soundtrack featuring popular artists like Luke Combs, Miranda Lambert, and Shania Twain. The decision to work with Atlantic’s Kevin Weaver, who had previously spearheaded successful soundtracks for films like Hamilton and The Greatest Showman, proved to be a wise choice. The strategic partnerships with NASCAR and other sports events helped to further promote the movie to audiences across the country.
In an effort to engage with audiences outside of major metropolitan areas, the cast of Twisters embarked on a cross-country promotional tour, making stops in cities like Dallas, Chicago, and Miami. Special screenings were also held in regions like Oklahoma and military bases, further solidifying the movie’s connection with middle America. By sitting down with meteorologists and enhancing the authenticity of the film, the cast managed to create a buzz around Twisters in key markets.
The box office performance of Twisters exceeded expectations, with cities like Dallas, Houston, and Oklahoma City showing significant increases in ticket sales compared to their annual averages. The success of the film has opened the door for more middle America-focused projects in the future, as Hollywood recognizes the potential of reconnecting with audiences in the heartland. With the right combination of storytelling, marketing, and strategic partnerships, studios can continue to tap into this market and revitalize the moviegoing experience for audiences across the country.