How “Bridget Jones” Can Inspire Cinema Brand Partnerships for the ...

Love is truly eternal in the classic films etched in the minds of generations: Heathcliff pines for Cathy and Romeo and Juliet sigh and die together. But for everyone’s favourite anti-heroine Bridget Jones, everlasting love sadly seems perpetually out of reach. The trailer for the character’s fourth outing – “Bridget Jones: Mad About The Boy” – has already revealed that she’s now a widow. And while she might long for her deceased husband Mark Darcy (Colin Firth), Bridget (Renée Zellweger) is sallying forth onto the dating scene once more.

This book adaptation arrives on 14th February, Valentine’s Day 2025, and it’s certain to bring out the fans that have faithfully followed the character through her adventures over the years – and herein lies a lesson for marketers and brands. While this is a generalisation and many in Gen Z are fast becoming Bridget enthusiasts, it’s safe to say many of those booking cinema seats will be over 45, like Bridget herself. This means there’s a perfect opportunity to engage with a demographic that doesn’t always receive the attention it deserves from brands.

And this over-50 bracket absolutely shouldn’t be overlooked. Recent data from FAME (Film Audience Measurement and Evaluation) reports that 31% of people in this demographic are heavy cinemagoers. What’s more, women don’t hit 50 (or any age) and lose interest in fashion and cosmetics, or new travel experiences or buying a new car. We are decision makers with disposable incomes, who are willing to invest in the goods and services that provide the lifestyle we enjoy. 

This blind spot for brands has been noted several times. A study from AARP – an advocacy group for United States citizens aged 50-plus – found in 2021 that, although 46% of adults are in this higher age bracket, they were only represented in 15% of online media images and that nearly half of over-50s agreed “ads of people my age reinforced outdated stereotypes”. More recently, research and analytics company CreativeX unveiled research on representation in advertising and found that older women were three times more likely to be portrayed in domestic roles than men.

There’s immense potential for brands to challenge this narrative by allying themselves with films that resonate with an older female audience. They can cultivate strong relationships via placing their advertising alongside relevant films like “Bridget Jones: Mad About the Boy” or by developing bespoke screening partnerships that resonate. Take for example, Gü’s independent cinema partnership in which it created a luxury tasting experience across 30 independent cinemas in the United Kingdom ahead of screenings of “Magic Mike’s Last Dance”, giving cinema audiences an exclusive and memorable experience that resonated.

Aside from experiences, brands can also get creative with unique partnerships and licensing deals. Look at the many “Wicked” film partnerships for products aimed at an adult audience with deep pockets, from Foster Grant collection sunglasses to Rebecca Minkoff handbags. 

“Barbie” also brought out higher price tag products for the adult fan, including ranges from loungewear brand Barefoot Dreams. “Barbie” and “Wicked” had something in common – their themes embraced inclusivity, diversity and friendship. These themes don’t just resonate with Gen Zs but are equally meaningful to older people and will certainly be on display in “Mad About The Boy” with its diverse cast, examples of supportive mates (questionable advice notwithstanding) and bonding humour.

The figures for the last outing of the franchise in 2016 should also provide reassurance of “Mad About The Boy’s” box office appeal – “Bridget Jones’s Baby” took more than USD $211 million worldwide (GBP £48.3 million in UK and Ireland) but only cost USD $35m to produce.

So, it’d be a good new year resolution for brands (and one worthy of Bridget herself) not to fall into tired, lazy stereotypes but to try and understand the audiences and their motivations and aspirations. That might lead to a happy ending for all concerned, particularly the brands smart enough to see the value of this key audience.