Amazon MGM Studios wanted to understand how a heritage tentpole franchise could grow into new generations without diluting its legacy or feeling culturally forced. As audiences change, the question was how a globally recognised property stays aspirational, current and commercially powerful in today’s culture.
Younger audiences worldwide are reinterpreting the codes that have always defined legacy screen icons: power, elegance, aspiration, identity, status. Some of those codes still carry real weight. Others need reframing for a more modern, more globally attuned viewer. The work was knowing which was which.
NERDS delivered a multi-market viewer study and a culture playbook, pairing audience research across key global markets with expert interviews and analysis. We drew it together into a future-facing positioning framework and aligned senior stakeholders around a long-term strategy that held legacy, modernity and relevance in balance.
