Hollywood and theaters noticing more boomers turning out for movies
NEW YORK, NY — The movie industry is often one of the last to notice shifts in consumers and respond, but according a an article in the New York Times, both the studios and theater owners are noticing a graying of the audience and responding both in terms of films that are more substantive and in theater amenities. Boomers, in their youth, were raised on film and then moved away as studios catered heavily to the youth market when they reached their middle years. Now, as more and more retire, studios are rethinking the projects to greenlight and theaters are looking at more 21+ services and food offerings.
“There is an older audience that is growing, and it’s an underserved audience, which makes for an obvious and important opportunity,” said Nancy Utley, co-president of Fox Searchlight, whose “Black Swan” has sold over $100 million at the North American box office. If the core audience for a particular film is over 50, she noted, “that’s now a gigantic core.”
The very young still go to the movies more than anyone else — especially on those all-important opening weekends — but distribution executives say they are getting harder to lure in huge numbers. Social networking has sped up word of mouth, turning teenagers and young adults into more discerning moviegoers — a phenomenon pushed along by rising prices. People age 18 to 24 bought an average of seven tickets per person in 2010, down from eight in 2009.
The full story can be read here.