As “The Super Mario Galaxy Movie” arrives in theaters, a full-scale effort to attract young audiences is underway, featuring coloring stations, collectible popcorn, and character appearances.

The Rise of Family Films

By Sunday, Universal Pictures anticipates a five-day domestic opening of $186 million for “The Super Mario Galaxy Movie,” and approximately $350 million worldwide. This would establish it as the year’s biggest hit, surpassing other successful films geared towards younger viewers like Pixar’s releases.

This isn’t a new trend, but rather the culmination of one. In 2024, PG-rated movies surpassed all other ratings in domestic ticket sales for the first time in decades, earning $3.18 billion according to Comscore. Five of the top six worldwide films were also rated PG, including “Inside Out 2,” “Moana 2,” “Despicable Me 4,” “Wicked,” and “Mufasa: The Lion King.”

A Shift in Demographics

Last year continued this pattern, with PG-rated films generating $2.96 billion in revenue, exceeding the traditionally leading PG-13 rating. Top global performers included “Ne Zha 2,” “Zootopia 2,” “Lilo & Stitch,” “A Minecraft Movie,” and the PG-13-rated “Avatar: Fire and Ash.”

Despite ongoing industry anxieties and a slower-than-expected recovery from the pandemic, younger audiences are consistently choosing to see films in theaters. Michael O’Leary, president and CEO of Cinema United, emphasizes the importance of creating a positive experience for these moviegoers.

Building the Next Generation of Movie Fans

Research indicates that Gen Alpha (ages 12 and under) demonstrates the strongest preference for watching movies on the big screen compared to other generations. O’Leary states, “We’re emboldened by research showing younger audiences are the fastest-growing demographic in theaters.”

Universal’s “The Super Mario Galaxy Movie,” a collaboration with Nintendo and Illumination, previously grossed $1.36 billion worldwide, and its sequel is expected to perform similarly. Disney’s releases are also contributing to this trend.

Looking Ahead

Increasingly, a generation accustomed to digital entertainment is driving blockbuster success. Jim Orr, Universal’s distribution chief, notes that families are seeking shared experiences and creating memories together. Universal has extended its exclusive theatrical window to five weekends to accommodate this demand.

2026 is shaping up to be a particularly family-focused year, with 26 wide-release PG movies scheduled, up from 24 in 2025 and 18 in 2024. Upcoming releases include “Toy Story 5,” “Minions & Monsters,” and the live-action “Moana,” along with “The Mandalorian and Grogu,” “Supergirl,” and “Spider-Man: Brand New Day.”

The resurgence of family films follows a period where many were diverted to streaming during the pandemic. Paul Dergarabedian, head of marketplace trends for Comscore, observes, “The family film has literally come back from near-extinction.” These frequent moviegoers, particularly younger audiences, are proving vital to the future of the theatrical experience.