In the business of show, everyone knows Memorial Day kicks off the summer box office - and business is GOOD.  Led by the one-two punch of Lilo and Stitch and Mission: Impossible – The Final Reckoning, the 2025 box office topped $330MM, shattering records to achieve the highest Memorial Day Weekend returns of all time.  With the breakout success of Sinners priming audiences and continued success of this summer’s releases, the box office is already +18% YoY. 

Here are some themes shaping this year’s theatrical landscape and how we can unlock opportunities in 2026 and 2027 for our clients:

This summer’s F1, starring one of the world’s most bankable stars, is riding the momentum of the sport’s meteoric rise- in large part thanks to series and films like Drive to Survive, Ted Lasso, and Challengers. With Challengers priming audiences for athletic drama last year, racing is now grabbing the spotlight. 

Insider Insight: 40% of Gen Z and Millennials want more of their favorite athletes in the off-season. Studios will continue to meet audiences here. As audiences rally behind sports stories rooted in realism and star power, emerging sports are ripe for strategic partnerships and cultural crossovers.  Upcoming titles like Sony Pictures & Steph Curry’s GOAT, the remake of Goal!, and the upcoming Madden film promises to extend this momentum across basketball, soccer, and football—cementing sports storytelling as a dominant cultural force on the big screen.

‍

‍

‍

Studios continue to capitalize on Millennial parents seeking nostalgia from their own childhoods and the drive to recreate the same memories and beloved experiences for their own children. Though the originals are beloved by parents and children alike, reimaginings and modern retellings have successfully driven audiences to the box office, meaning new iterations will continue to come to the big screen. For brands, this means there will be a continuous flow of proven IP they can partner with that appeals to families and multigenerational audiences. 

Insider Insight: One key driver: families. For years, there’s been a belief that families avoid movie theaters, but the last two years at the box office have proved otherwise. Inside Out 2 ($1.6B), Moana 2 ($1B), Despicable Me 4 ($915M), and even Deadpool vs. Wolverine ($1.26B) suggest family audiences are turning out in force. The same can be said for what are this year’s top two films—A Minecraft Movie and Lilo & Stitch (live-action).

‍

For brands, this signals a steady pipeline of family-friendly IP with which to partner. With Moana (live-action), Chronicles of Narnia, The Legend of Aang, Toy Story 5, Shrek 5, Super Mario Bros. 2, and the next Minions installment on the way, the trend shows no signs of slowing—only expanding across beloved franchises that unite parents and kids alike.

Franchises remain the foundation of the summer box office, and 2025 is no exception. From superhero rebrands like Superman (DC) and Fantastic Four: First Steps (Marvel), to sequels like Mission: Impossible – The Final Reckoning and spin-offs like Ballerina (John Wick universe) - audiences are showing up for IP they already trust—and studios are capitalizing on the cultural equity. We're also seeing a new wave of “Legacy Revamps”—films that reawaken once-dormant classics for a new generation. Top Gun: Maverick set the bar and 2025 is following through with titles like Tron: Ares and Freakier Friday. These titles deliver proven IP with fresh energy—making them perfect platforms for multi-generational storytelling and cross-category brand alignment. 

Insider Insight: These aren’t just films—they’re IP ecosystems that generate long-tail revenue through licensing, merchandise, gaming, and brand partnerships. Marvel, Star Wars, and DC/WB are actively developing companion titles and looking for brand partners across The Mandalorian & Grogu, Star Wars: Starfighter, Spider-Man: Brand New Day, Avengers: Doomsday, Supergirl, and Batman Part 2. Now is the moment to connect clients with universes that scale.  And the pipeline for fresh takes on classics is rich: The Thomas Crown Affair, The Devil Wears Prada 2, and Masters of the Universe are all in the works. The audience is there. The appetite is strong. And the opportunity to co-create meaningful cultural moments has never been more compelling.

‍

Last Looks and Final Frames

These aren’t just films—they’re ecosystems. With 88% of Gen Z prioritizing immersive experiences and a growing scarcity of third spaces, theaters remain one of the few places where young audiences can show up, unplug, and feel part of something bigger. Hollywood isn’t just meeting audiences where they are—it’s tapping into why they gather: shared stories, cultural connection, and collective moments that leave an impact. For brands, this is a clear opportunity to show up meaningfully. Yes, 2025 is locked and loaded. But 2026 and 2027 are open for business. As this year proves, audiences are hungry for cultural connection and timeless stories told anew. If you’re already thinking ahead to what’s next, so are we!

‍