🎮 Minecraft, Memes, and Marketing

In it’s first week, the Minecraft movie grossed a record-breaking $313 Million at the global box office, the largest of any video game adaptation in history. Initial forecasts predicted $65 Million for the U.S. opening weekend but it ended up grossing more than double that at $163 Million.

The analysts and trackers underestimated the demand. And I get it.

While Minecraft is one of the biggest video games of all time, many video game adaptations in the past have failed. Just look at Assassin’s Creed or Warcraft.

One thing traditional analysts didn’t predict about Minecraft was the power of memes and cultural relevance.

So many moments in the Minecraft film are specific callbacks and references to Minecraft culture and lore. For example, when the “Chicken Jockey” character gets introduced in one scene, it’s now become a trend/joke for people to go crazy in the theater.

I’ve watched dozens of TikToks of people in cinemas around the world recording their live reactions to the “Chicken Jockey” moment — throwing popcorn and soda in the air, screaming and cheering, and in one video someone actually brought a live chicken into the cinema.

It became a fully social moment that was hilarious and contagious. I’m not sure how much in ticket sales you can attribute to this viral trend, but I bet it’s had a significant impact.

Similar to the trend of kids dressing up in suits to watch Despicable Me 4 in theaters, having a social media-driven occasion to accompany a film boosts ticket sales.

Brands like McDonald’s, Walmart, Poppi have been able to tap into this cultural moment via their own Minecraft collabs. If you’re a marketer keeping your eye on the cultural calendar of film, sports, and music, deciding to partner with a franchise like Minecraft is an important strategic decision.

The success of Minecraft demonstrates how cultural virality can be anticipated, designed, and even reachable for brands.

At PWR House, we help brands tap into this modern storytelling. I’ve worked with executives who told me they were frustrated their brand didn’t get involved with the Wicked film and we started working on a proactive strategy based around a cultural calendar.

Modern media (sports, music, film) is a series of platforms for brand integration, and while some traditional brands and analysts might misunderstand culture and get taken by surprise when something Minecraft is a success, there’s always an opportunity to be more proactive and strategic with your collaborations.