Taylor Swift’s Multigenerational Fan Base Blasts Box Office

Ticket presale numbers for Taylor Swift: The Era’s Tour, Swift’s upcoming concert film, have experts estimating that the October 13 release could hit a record $100 million and gross even more. Those familiar with the frenzy and financial outcome of Swift’s Era’s Tour and the factors behind the exponential enthusiasm of her multigenerational fan base aren’t surprised.

“Taylor Swift has been masterful at building a brand that appeals across generations because she projects as a powerful woman with relatability, grace, and strength of character that can be felt by all. She’s an artist who others want to support and emulate,” says Judy Foxman, retired senior lecturer of marketing, SMU/Cox School of Business.

Foxman notes that Swift has repeatedly given her fan base opportunities to come together in positive ways. The film is just one more example.

“She has tapped into one of the strongest and most enduring brand strengths which is emotional connection,” says Foxman.

What It Could Mean For The Box Office

Pass the friendship bracelets and the popcorn—if there’s any left. Theaters will be flooded with fans, many who were unable to join the live concert experience and need a Swift fix. Taylor Swift: The Eras Tour is also an equalizer of sorts. A chance to level the playing field by lowering the price point for a shot at witnessing the magic. It is also an antidote for FoMO.

FoMO and Ticket Sales

Acknowledged by psychologists and defined as “pervasive apprehension that others might be having rewarding experiences from which one is absent,” fear of missing out (FoMO or FOMO) was originally witnessed on social networking sites and identified as a psychological phenomenon in 2004. Social media confirmed that FoMO was rampantly circling Swift’s tour, and it will likely ramp up following the film’s October release. Sure, it will be easier and cheaper to be part of the crowd. But a more affordable price point and movie theater accessibility also mean an increased likelihood of social conversations that include the topic. From workplace banter to carpool and cocktail party chatter, Taylor will be a topic that’s hard to escape. Whether you want to be part of the party or just clued in enough to be part of the conversation, a movie ticket will be the inexpensive prescription for avoiding FoMO and another reason the box office is going to be crowded.

The Eras Tour

Can a film create the intense buzz generated by a live show? The Eras Tour concert is a compilation of what has shined in all entertainment genres. A voice that hits all of the right notes. Music and lyrics that cover core emotions. Costumes rivaling Cinderella, Emily in Paris and Sex in The City. Lighting and special effects that would stand up next to any Disney World production. Sounds like the right ingredients for the big screen.

Repetition

“If you’ve seen the tour, why see the movie?” ask the clueless. The real question will be “How many times did you see the movie?”

That’s because Swift’s demographic has a history of embracing repetition in entertainment. From young children who are no strangers to watching a favorite movie again and again, to attentive teens that can cite the track order on every album, reliving a tour especially, at a low price point, is the gift that keeps on giving.

Ticket-buying parents and grandparents who contributed to the smash success of jukebox musical romantic flicks Mama Mia! (2009, grossing $694 M worldwide) and Grease (1978, $396M worldwide) will fund and fuel the same enthusiasm for the big screen tour that boasts magical costumes, lighting and the romantic music of a young entertainment icon who has more cheerleaders than any Super Bowl.

Like Barbie’s box office success, Taylor Swift: The Era’s Tour won’t be easily replicated. Emotional connections are built over time, nurtured and not quickly contrived. Sometimes there’s magic and glitter, but there’s a lot more underneath.