Downton Abbey is not for everyone. But it does not try to be. Its small band of passionate and devoted followers adore the series and can’t get enough of it.
Downton Abbey is a British historical period drama series set in the early 20th century, created and co-written by Julian Fellowes. The series is set in the fictional Yorkshire country estate of Downton Abbey between 1912 and 1926, and spanned six seasons. The show aired in the United States on PBS premiering in 2010, and ending in 2015, after 52 episodes. The series remains the most-watched PBS drama of all time.
After the series ended in 2015, Fellowes decided to create a big-screen movie version of Downton Abbey. The movie was released on September 20, 2019, and its fans have flocked to their local cinemas to see it. In just the first ten days of wide release, the movie has grossed $82 million worldwide, greatly eclipsing its cost of production, and easily besting the more expensive movies that also premiered at that time.
What made a Downton Abbey movie such a smashing success? Two things that are very important in today’s splintered media landscape: Trust and Tribe.
Trust: Fellowes created a charming and compelling fantasy world that viewers longed to visit each week. The writing was consistently good, the characters intriguing and likable, and the production value and set design were extraordinary. Fellowes captained the ship through the whole voyage and never let his high standards slip. By producing consistently good work, he engendered a sense of trust from his audience. His followers knew that if Fellowes was creating and writing Downton Abbey, it was going to be good. When it came time for the movie, no marketing budget, fancy spin or loud bullhorn was required. Downton’s fans were going to show up. That is trust. It is hard to earn and easy to lose. But it is a very valuable asset.
Tribe: Downton Abbey is a period piece set in a very different era and strata of society, and broadcast on PBS, so it was not for everyone. But the show was well-received in the United States in its first season, and it slowly grew its weekly average viewing audience to about 13 million per episode during the last three seasons. The series attracted a small but passionate following who were true believers in the grandiose portrayal of a much different time and place. Downton Abbey grew by word of mouth from an obscure show on PBS into the public consciousness and ranks as one of the most beloved series of the past decade. The movie may have a longer box office runway than many movie releases, as its fans are typically older and not the type to run to the box office the first weekend. But this small tribe of followers have the money, time and interest in what happens at Downton Abbey, and will surely support this and future movie adaptations of the film.
While there is an infinite number of entertainment choices in today’s media landscape, small and niche products and services can break through and prosper if they find their tribe, and create an unbreakable sense of long-term trust with their customers.
