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THR on movies targeted at the [AARP] crowd
http://www.hollywoodreporter.com/news/meryl-streep-arnold-schwarzenegger-sylvester-stallone-364548
The MPAA reports that movie attendance across all age groups dipped in 2011 -- save for those 60 and older.
"Our demo has more time, more disposable income, and when they like a movie, they reward it very well," says Newcott. "They give a movie legs, and that's the real value of our audience."
...
Among the keys to Hope Springs' success was the August/September cover of AARP Magazine, which boasts one of the largest circulations of any publication in the world, reaching 50 million subscribers. "It's a big deal to get an AARP cover. I'm jealous of Hope Springs," says a veteran film marketing executive. "The filmmakers don't like it because they feel like they are selling their movies to their grandparents, but we love it."
Tag(s): AARP