What's Toy Story 4 got to do with dad?

Ted MarzilliCEO YouGov Direct
June 14, 2019, 8:17 PM GMT+0

Toy Story 4 opens next week, and there’s a good chance that theaters will be filled with kids and their dads for the premier.

Dads are far more likely than the average American, according to YouGov Plan and Track data, to have an interest in seeing the film about Woody, Buzz Lightyear and a whole cast of talking toys.

The film, which stars Tom Hanks and Tim Allen, follows the toy gang as they go on a road trip with a new member, Forky.

It’s a sweet idea to think that a kid might be begging their dad to take them to see a heartwarming movie about toys. But this one is likely the other way around: Dads are just movie buffs. Literally.

When we asked people to self classify, dads (17%) were much more likely than the general public (10%) to say they were a “movie buff.”

For more proof, dads go to the cinema with more frequency than the average American, and they’re far more likely to say they go to the movies once a week and once every two to three weeks, according to YouGov Plan and Track data.

With that in mind, YouGov took a look at media consumption habits of these dads to see which types of films might make the most sense on the preview reel before Toy Story 4.

War Movies are the top differentiator. Dads (39%) like these sorts of films much more than the average American (24%).

That genre is followed up closely by Sci Fi (50% to 35%), Action (55% to 45%), Fantasy (39% to 30%), Animated (35% to 28%) and Thriller (44% to 38%).

That seems to point to an opportunity to advertise the upcoming films Hobbes and Shaw, an action movie spin off of Fast and Furious that stars Dwyane Johnson and Jason Statham and is due out in August; Official Secrets, a war thriller starring Keira Knightley that’s due out in October; and Terminator Dark Fate, another in the action film franchise that’s also due out in October.