What's Keeping Adult Audiences Away?
Filed under: Celebrities and Controversy, Box Office, DIY/Filmmaking, Newsstand
Just yesterday I was joking around about predominance of "tweens," and today The Hollywood Reporter is saying that they're all that is keeping the industry afloat. High-profile movies like State of Play and Duplicity are faltering at the box office and suffering from soft openings. Mature films starring mature stars just aren't proving as profitable as Zac Efron and fast cars and no one knows why. Is it the reccession? Is it the marketing? The subject matter?
I don't buy that it's the reccession, exactly. I can't pretend to know much about the economy, but if adults lack the disposable income than the kids do too. Now, it's possible that adults are being tighter with their own entertainment and keeping to Netflix and Hulu, but handing money over to their offspring so that they can have some fun with Vin Diesel. Certainly, the ongoing success of Monsters Vs Aliens would suggest that a lot of families may hold out going to the theater until it's a film that everyone can see and enjoy.
Personally, I think it's a combination of subject matter, money, and motivation. Over the years, I've watched my relatives become more and more reluctant to go to the movies. They rarely feel that it's worth the trouble or the expense to see just any movie. It has to be an event, or have the stamp of reliability. It doesn't surprise me that Gran Torino had a bigger and splashier run than State of Play or Duplicity, because I know which film my relatives would consider to be the better value, regardless of critical opinion.
I don't buy that it's the reccession, exactly. I can't pretend to know much about the economy, but if adults lack the disposable income than the kids do too. Now, it's possible that adults are being tighter with their own entertainment and keeping to Netflix and Hulu, but handing money over to their offspring so that they can have some fun with Vin Diesel. Certainly, the ongoing success of Monsters Vs Aliens would suggest that a lot of families may hold out going to the theater until it's a film that everyone can see and enjoy.
Personally, I think it's a combination of subject matter, money, and motivation. Over the years, I've watched my relatives become more and more reluctant to go to the movies. They rarely feel that it's worth the trouble or the expense to see just any movie. It has to be an event, or have the stamp of reliability. It doesn't surprise me that Gran Torino had a bigger and splashier run than State of Play or Duplicity, because I know which film my relatives would consider to be the better value, regardless of critical opinion.
Of course, it's not entirely our fault as moviegoers. While studios are quick to point out what we're not watching, only one studio executive was willing to admit that rising production costs make just about any box office result disappointing. If you spend $100 million expecting to make $200 million opening weekend, it's bound to be crushing even if you factor in those worldwide markets and DVD sales.
But hey, that's my take -- and I'm hardly an example of a good moviegoer myself, as I find that I spend so much time writing about movies that I rarely have the time to go see them. Perhaps you readers can shed some light on why you think adults are steering clear of the movies.
Reader Comments (Page 1 of 2)
4-21-2009 @ 5:45PM
Michael said...
I'd say its because us "older folks" are tired of dealing with the little brats in movie theaters and the other "older folks" who don't want to pay for baby sitters so bring their newborn to the movies that then proceeds to cry during the whole thing. Not to mention the high price of snacks in addition to the cost of the movie ticket. Might as well wait for 2 months after the movie comes out and rent it from netflix. At least then I can pause it for bio breaks or to grab another beer.
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4-21-2009 @ 5:49PM
Kurt said...
Ditto that, you just said everything I was about to.
I think State of Play will do just fine as a rental.
4-21-2009 @ 5:53PM
bendi said...
Agreed! The movie theater system is is so tailored to tweens and teens that it's become a completely uncomfortable environment for an adult to watch a movie.
In many cases I'd rather watch a movie on the big screen at a theater for the audio/visual quality but the prices combined with complete lack of respect by most moviegoers (not always just teens/tweens) generally makes it a terrible experience.
4-21-2009 @ 11:11PM
Mr.R said...
I have to agree too, only to make this the most supported theory. I hate having to deal with talking on cells and chatting, always from some tween. It's annoying as hell.
4-21-2009 @ 6:44PM
eugene said...
Not to mention the "older folk" movies often get relegated to B or C screens anyways so the big office draws like fast & furious can soak up the audience in the nice big theater with the shiny new, untorn, unstained screen with the speakers that aren't blown out.
4-26-2009 @ 11:55AM
Carr H said...
I have some friends that own 5 movie houses, so we normally get to see our movies without charge, we're lucky. Last night we went to see Adventureland (terrific!) in another theater and by the time we had a medium popcorn, soda and bottled water along with the tickets, it was nearly $37 dollars. Ouch!
I know we'd be less likely to spend that kind of money any more than maybe once a month..and we don't have children! It's just gotten way too expensive..thank goodness I have friends with theaters!
4-21-2009 @ 6:05PM
Colin said...
For the most part I think people are weary of movies that reflect the current troubling times. As dumb as movies like Fast and Furious, Crank 2, & 17 Again are they provide relief for people that are trying to just keep afloat.
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4-21-2009 @ 5:55PM
Rufus said...
Eh, personally I imagine that many a parent is too busy working, or too tired from looking after / cleaning up after / being a parent too - tweens. At the moment, it takes a lot to pay bills, put food on the table and buy gas, but you have to allow your children to still be children. I know personally, even though I may not be able to see Slumdog, or even Crank, I would try and make it possible for my child to see Twilight, or Monsters vs. Aliens.
As parents, we try to make sure our children are happy, and even thought times can be hard, we will strive to give them things to enjoy. The cinema might not be cheap, but it's an option amongst few that is safe, and affordable.
So, a combination in my view of what's more important, and who has the time. Adults work, tweens study and most of the time, have more fun (or they should.)
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4-21-2009 @ 5:58PM
Stacey said...
For me and many of my friends it has gotten to the point where we will make an effort to go see a movie in the theater is it is one that benefits from being on the big screen and/or being seen with an audience that is in for the ride...a big budget action flick such as Batman or Iron Man for example or even Coraline which by seeing it in the theater made me appreciate it more. For dramas or comedies I'm much more likely to wait for it on Netflix...the exception to that is Oscar Season where I usually try to make more of an effort to see the nominated films which are often still in theaters.
I think many people are pretty busy with day to day lives that the idea of heading to the theater after a long day doesn't always appeal...especially when you can watch many of the same films at home a few months later. Unfourtunatly, my actions probably hurt the same high quality films that I do really enjoy...
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4-21-2009 @ 6:24PM
Dan said...
I dunno, I think part of might be that adults are a less catered to audience as a whole lately at the movies, plus adults have a lot more responsibility than teenagers. I'm twenty-one, and personally, I usually end up seeing everything-this weekend I caught 17 Again, Crank 2, and State of Play. State of Play WAS a fantastic movie, and it's a shame everyone is spending money on 17 Again. It wasn't a bad flick, just a safe take on something that's been done for with nothing new brought to the table. Anyhow, I know my folks don't get to the movies a ton because they're just busy all the time. They get out usually when my brother (whose 16) and I invite them to come catch something. But shit, I like to see everything usually, and it's a shame for State of Play and Duplicity because they were both really good movies.
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4-21-2009 @ 6:33PM
Cufford said...
I would say it's a combination of things. Certainly the impending depression is a factor. And like others have pointed out, as an older guy I find it harder and harder to tolerate the modern theater experience of endless television commercials and disrespectful attendees. It's just not fun anymore and the quality of the experience has deteriorated beyond being worth the price.
Others don't seem to mind, but we do.
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4-21-2009 @ 8:33PM
kmh219 said...
Also- adults remember when an evening movie wasn't ten bucks. Ten bucks! Just for a ticket! Why pay twice as much to drive to the theater, which is maybe sold out, or maybe having technical difficulties, or maybe is just jammed because Big Tween Movie 3 is coming out? Oh, and let's not forget being the lucky bugger who's stuck sitting next to the crying baby/couple making out/billion-year-old coughing up a lung/compulsive texter/small screaming child who climbs over me and/or pees his pants (that was fun... not)/chatty buddy/dude who spills a soda.
Why deal with all that when for ten bucks I can get at least two rentals?
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4-21-2009 @ 7:34PM
Troy said...
I tend to think marketing plays a big role. I say this because I know plenty of older relatives who I would describe as average moviegoers. Some movies just _seem_ boring or look like a "wait for cable" type for older audiences.
Movies like Gran Torino or Taken just capture people's attention in a way that the Michael Claytons or State of Plays don't, regardless of their overall quality.
It's just that those latter kind of films just look like dull affairs compared to the "easier," more entertaining-looking, more bang-for-your-buck alternatives.
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4-21-2009 @ 9:11PM
paul said...
What's Keeping Adult Audiences Away? I'd have to say it's 52" full 1080p and surround sound. Comparatively cheap beer or soda in the fridge and pop corn. Take a trip and never leave the farm.
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4-21-2009 @ 9:34PM
Jason said...
For me this is a no brainer. Adults will only go to movies that look interesting. I absolutely love movies. I love dramas, comedies, action movies (which are sadly a dying breed), etc. But the movies you mentioned (State of Play and Duplicity) look insanely generic and not worth the $10 it would cost to go see them in the theater. Yes its true that adults don't like to hear kids heckle during the movie and adults are less inclined to spend $10 on a movie in this deflated economy, but history has shown that people go to the movies even during recessions... The real reason adults are going to theaters is because there aren't any "must see" adult movies. Bring out a new Batman or Lord of the Rings or Titanic and adults will come to the theater. But State of Play simply isn't compelling enough for us adults to give up $10. The movie looks so "meh" its ridiculous.
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4-22-2009 @ 9:46AM
Kevin said...
Jason yours is the first post I've seen that makes sense to me. This article only seems valid if you can demonstrate that adults are indeed staying away from movies. One or two "adult" themed movies not doing well certainly isn't evidence of that occurring, especially considering that the "failures" cited are the types of movies that never have exceptional box office returns. Duplicity looked extremely generic, and yet when I saw it the theater was sold out, and when I left there was a line of adults (mostly over the age of 50) waiting to get in to see the next showing. Adults have historically turned out in lower numbers to see films, so pointing out that adult themed movies have lower returns than movies aimed at a younger audience is merely pointing out the way that the moviegoing public has always behaved. If State of Play had made 2 million dollars in its opening weekend than this article would seem more relevant, but it did fairly well given its marketing and demographic. If hollywood releases some truly fantastic, mainstream movies and the turnout is still average then there might be a problem, but a journalist centered political thriller making nearly 15 million bucks in its opening weekend seems to be about what we would have expected last year, 10 years ago, or 30 years ago (obviously adjusted for inflation). So I don't see the problem here.
4-21-2009 @ 10:05PM
Cyhort said...
I think of a lot of so called adult movies are way too much like the evening news. When Bush was President all you saw on the news was soldiers dying in Iraq and then what movies were released? Movies that had to do with Iraq and soldiers dying and how the war is bad and wrong and blah blah blah. The same crap people hear on the news everyday. These days you can't watch the mainstream media without hearing about some supposedly corrupt CEO or how evil corporations are ruining the economy, and what do you get in theaters? Movies about evil corporations.
People go to movies to be entertained not preached at. Most people want a good movie but they also want a movie that they can walk away from feeling like the movie at least attempted to entertain them instead of bombarding them with the same crap they see every time they turn on the TV.
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4-21-2009 @ 10:18PM
John B said...
Perhaps ... just maybe ... lots of movies are so similar they've become boring. I enjoyed "State of Play" but am tired of Hollywood's formulaic bad guys: Evil defense contractors in "State of Play," murderous Agrochemical Company in "Michael Clayton," and terrible Texas oilmen in "Syriana." Hollywood is obsessed with its own vision of a scheming, plotting world full of malevolent businessmen. Get over it. Movies in the thirties and forties were elegant, witty, and beautifully filmed. Now, they're just boring, boring, boring.
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4-21-2009 @ 11:28PM
Brad said...
First of all, before I start, I love movies and I go to the movies as often as possible. With that being said, it seems to me that adults are staying away for two reasons. First, because the movies have become hangout spots for teens who are loud, noisy, and get up during the movie and run around. To solve this, theatres should have special showings for adults 21 and over only. Secondly, there is no doubt that they don't make movies quite as good as they used to. For example, almost all horror movies now are remakes that aren't even close to being as good as the original, just about every action movie is loaded with too much visual effects that it looks phony, animated movies seem to focus too much on getting the big stars to do voices for it while trying to one up the competition instead of focussing on telling good stories, and the list goes on and on. To solve that, the big shots in Hollywood just need to flat out make better movies. So, I can see why adults don't go to the movies, because it just doesn't seem like a good way to spend one's time anymore.
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4-21-2009 @ 11:39PM
Kate said...
I'm a crotchety old woman in a twenty year old's body and I think it's because the easy money comes by making stupid movies for stupid people. The '[adjective] Movie' brand is profitable and if there's profit to be had by catering to an easy market, I think they'll go for it. I really want to see 'State of Play' (Crowe haters be damned. I love him.), but I've been busy. My type of movies are the type that play on three screens in N.Y. and L.A., or I have to wait months to see in wide release. When I was living in part of SoCal, I was losing my mind because 'Doubt' wasn't released when they said it would be released. I had to wait a month until I found a place showing it. When I went to see 'Milk', I had to drive twenty miles out of town, and don't get me started on my friends in parts of the country not so lucky. My best friend used to live in Oklahoma and she said 'Borat' was pulled in a matter of days because everyone was offended by it. (Offended by Borat's rude humor? Not so much. Offended by Borat making fun of them? Yeeep.) The studios will always have my money so long as they keep putting out quality tentpoles like 'Iron Man', 'Dark Knight' and 'Transformers' (stfu. I loved it.), but if they keep shoving their quality dramas into small theaters until Oscar season, they're going to lose a lot of cash. My friends can attest to how apoplectic I was when our local theater had 'Australia' on five screens, 'Twilight' on four, but no 'Milk', 'Doubt', 'The Wrestler', or 'Frost/Nixon'.
Otherwise, what everyone else said.
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