Older Audiences Sidelined

[Ms Thrifty]

I'm only now catching up with yesterday's papers but found a Guardian article really interesting and relevant: it was about how so few films are aimed at older people (meaning only 45+, btw!), yet apparently the number of cinema tickets sold to over-45s doubled from 19 to 38 million in the 10 years to 2007. The writer blames the cult of youth, especially in the US, and says that until recently, groups of this age were omitted from test screenings.

I never find any shortage of films to see and if I'm interested, I don't care whether I'm meant to be but whether any of them are aimed at me is another matter and many of them (including most of those with free previews) are definitely targeted at the youth market. It seems the young audience ("the obvious, low-hanging fruit") will turn out in big numbers for the opening weekend, which is what matters to Hollywood, whereas older people behave differently: they may not be able to rush to see a film (perhaps busy looking after grandchildren) or might want to wait for word-of-mouth, but given the chance, they will also spend significantly.

The question, though, is will things change and if so, how?

[Beate]

Don't know but my OH is older and he goes to see everything with me, and also went to a test screening with me without any problems. But if you are of a certain age, why should go go to an opening weekend if cinemas put on special cheap Silver Screenings during the week?

[Ms Thrifty]

I absolutely agree that age should make no difference to what you choose to see and also that you should be free to decide when it best suits you and how much you p*y. Unfortunately most of the film-making money is in the hands of those who seem obsessed with youth and making a quick buck. As long as I can please myself, I don't mind, but I do sometimes resent being invisible. And what about all the young people (work colleagues) I have introduced to SFF, TT, etc? Ironic, really.

[butterfly]

I take my mum to lots of the previews and she loves most of them, even if they are not aimed at her. She will also say she wants to see a movie from trailers on TV. i must admit unless we say it's out this week lets go! or it's something the girls want to see, then my mum would wait a week or two until she would get round to going. it's sad that most things in terms of popular culture is aimed at the youth. since the late 50's the target marketing has changed from aiming at the family/ parent, to moving in on to the youth and some how over this time they have cut out the older targeting altogether. maybe with reports addressing this it might change slightly in the future? what do you think the older generation think of this? i don't think my mum takes any notice who its aimed at if it looks good she will want to go see it. its mainly the comedies aimed at pre-teens she will pull a face at and say that just looks stupid one for the young ones hehe.

[Diane65]

I'm 45 and go to loads of the previews which I love, there are very few that I find unsuitable (kickass etc) and sometimes it's funny to see it from a parents point of view. Me and my friends are always keen to see films as soon as they come out and will be there on the first night (I was so excited about Sex and the City2- the girls are my age). Sometimes I think its peoples attitude to life in general, I have friends who are my age (with older teenagers like me - hence no commitments) who say its too much of a rush after work to go the the cinema which I really don't understand what's difficult about sitting and being entertained!
I like Ms Thrifty have introduced the younger ones at work to SFF etc so its us mature chicks who are leading the way!

[Ms Thrifty]

I like Ms Thrifty have introduced the younger ones at work to SFF etc so its us mature chicks who are leading the way!

Hey, I like the idea of being a trailblazer! And I agree about wanting to see a film as soon as possible: ideally on the day of release, but a preview is even better!