Skip to main content

Older adults increasingly likely to head to the movies

April 24, 2013

Younger generations have long been Hollywood's target audience, but that is rapidly changing. Older adults are increasingly likely to head to the movies, and film executives have taken note, as it has become more common to see movies that are targeted specifically to the 50 and over crowd hitting the big screen, USA Today reports. 

It's certainly a smart move by the film industry. According to statistics from the Motion Picture Association of America, there were an estimated 7.9 million frequent moviegoers in the 50 and up demographic in 2012 - a significant increase from the 7.2 million the year before. Anybody who wants proof of the growing tendency to reach out to older Americans needs look no further than this year's Best Picture nominees. Many of them, including "Lincoln," "Amour" and eventual winner "Argo," appeal to more mature audiences. Perhaps gone are the days when you'd see a film like "Shakespeare in Love" win Best Picture.

"Last year, we released 'Arbitrage,' starring Richard Gere, which performed really well to that audience," Jason Constantine, president of acquisitions and co-productions at Lionsgate, told the publication. "And, before that, 'One for the Money' and 'The Lincoln Lawyer,' both based on books popular with the older demographic."

The trend has continued this year. On April 12, "42" hit theaters. The movie, which chronicles Jackie Robinson breaking the color barrier, likely appeals to an older population and has taken in more than $53 million at the box office.