A dragon-sized opportunity: why your brand needs to hop on board.

Universal Pictures’ How to Train Your Dragon is shaping up to be one of the biggest family blockbusters of the year, following its world premiere screening at CinemaCon where it received overwhelming praise from critics. Scott Menzel from We Live Entertainment says, “How to Train Your Dragon is a must-see on the big screen and is a reminder to why audiences love going to the movies,” reinforcing the film’s status as a must-align opportunity for brands seeking to connect with a multi-generational audience.

Critics were united in their praise for the film’s visually breathtaking and emotionally resonant delivery, with many agreeing it takes the magic of the original to soaring new heights. As Tessa Smith from Mama’s Geeky put it, “This world is enhanced and enriched… it’s phenomenal.” With rich world-building and cinematic scale, it has been celebrated as both a tribute and an evolution. “Full of heart, it takes everything that made the original so special and soars to new heights,” said Daniel Baptista of The Movie Podcast.

This is more than a movie, it’s a cultural moment. With a $1.6 billion legacy, iconic characters and stunning visuals crafted for the big screen, How to Train Your Dragon is shaping up to be a must-see cinematic event that drives both conversation and admits. Adding to the hype, a sequel has already been confirmed for release in 2027, even before the first film hits screens, signalling Universal Pictures' full confidence in the franchise’s future. For brands looking to make an impact during the busy winter school holiday period, this is the film to ride with.

How to Train Your Dragon will land into cinemas on June 12.

*Source: CineTAM 2025