Box office: DowntonAbbey, AdAstra and RamboLastBlood prove power of older audiences
” on domestic box office charts, an R-rated comedic drama that continues to beat expectations. Over 60% of patrons for that film were older than 25. These results should have studios taking note.“It’s a clear message to studios to not forget there’s a big audience out there that feels underserved,” said Paul Dergarabedian, a senior media analyst at Comscore. “It’s a real wakeup call to say it’s not just about superhero movies aimed at younger moviegoers.
“There’s always going to be a place for blockbusters, but there’s also a place for dramas,” said Jeff Bock, an analyst with Exhibitor Relations. “It would be a great disservice to moviegoers if the industry stopped making movies for older audiences.” In order for adult-skewed offerings to work, it has to be the right movie. For the most part, its a group that actively reads reviews and pays attention to marketing campaigns. Paramount’s “Book Club,” a romantic comedy about a quartet of septuagenarian friends who read “Fifty Shades of Grey,” became a surprise hit among older audiences in 2018 and grossed over $100 million.
“Downton Abbey” benefitted from being part of a widely beloved property and arrived three years after the TV series wrapped, leaving just enough time for anticipation to grow before audiences no longer were curious to watch the latest adventures of the Crawley family. Meanwhile, “Rambo: Last Blood,” the fifth and final chapter in Sylvester Stallone’s action franchise, served as a nostalgic throwback to a character first introduced in the 1980s.
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