‘Obsession’ star Inde Navarrette says Gen Z is tired of product placement in films

Inde Navarrette has urged Hollywood to reconsider its approach to younger moviegoers, arguing that Gen Z audiences want original films without feeling they are being targeted by advertising and product placement.

The Obsession star shared her views during an appearance on The Kyle Buchanan Show, where she discussed what could encourage younger audiences to keep visiting cinemas. Navarrette said originality and authentic human experiences should remain central to filmmaking, rather than allowing commercial interests to dominate what viewers see on screen.

“Gen Z just wants to go to something that they do not feel like they are being sold,” Navarrette said, pointing to the frequency of advertising and product placement in movies.

She acknowledged that commercial partnerships are a familiar part of modern entertainment, noting that some television commercials have become memorable cultural references. However, she argued that audiences still want films built around compelling stories rather than promotional messaging.

Navarrette also stressed the importance of emotional connection in cinema, saying technological advances have not changed the need for stories that reflect human experiences. She credited Obsession with delivering the kind of originality and emotional impact she believes audiences are seeking.

The horror film became a major box office success, with Variety reporting a worldwide gross of $522 million against a production budget of less than $1 million. Its reported performance across four consecutive weekends also demonstrated the strength of audience word of mouth.

Navarrette’s comments come amid broader discussion about younger generations and theatrical moviegoing. A Fandango study reported by Variety found that 87% of Gen Z respondents and 82% of millennials had seen at least one film in cinemas during a year. The figures compared with 70% for Gen X and 58% for baby boomers.

The study also found that Gen Z and millennial moviegoers averaged around seven cinema visits annually. Both groups showed an appetite for shared theatrical experiences, suggesting that cinemas can still attract younger audiences when films offer something worth experiencing together.

Navarrette’s message to studios is clear: audiences want stories that make them feel something, not films that leave them feeling they have been sold a product.