Says one studio executive, "It's a big deal to get an AARP cover" as movies from "Hope Springs" to "The Expendables 2" prove that aging stars, plus the population's fastest-growing segment, are the secret weapons at the box office.
It's a long article posted today by The Hollywood Reporter about how old people are going to the movies now more than ever, thanks to the appeal of stars like Meryl Streep.
And studios started realizing this thanks in large part to Meryl's Julie & Julia:
Quote:
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A quiet revolution within the studio system began in 2009 with the success of Julie & Julia, starring Streep and Amy Adams. Instead of releasing the film in fall or winter -- primetime for adult fare -- Sony went against conventional wisdom and opened the movie in August. Julie & Julia went on to become one of the most profitable films of that summer, grossing $94.1 million in North America. More than 55 percent of the film's opening-weekend audience was over age 50.
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Helping change the perception in Hollywood and showbiz in general that old women cannot sell. 30 years from now your faves will benefit from what she is doing today.
Such a game-changer.
