Over-45s 'reconnect' with cinema
Published on 24 July 2013 11:30 AM
Older audiences are rediscovering their love for British cinema, new figures suggest.
Over-45s made up more than a third of cinema audiences last year, making them the biggest section of the market for the first time, according to statistics compiled by the British Film Institute (BFI).
It follows the success of films such as Salmon Fishing In The Yemen and The Best Exotic Marigold Hotel, which features an all-star British cast including Dame Judi Dench.
The last 12 months have also seen the release of several other films appealing to a broad range of age groups, including Quartet, A Song For Marion and The Iron Lady starring Meryl Streep as Margaret Thatcher.
Tim Cagney, deputy chief executive of the BFI, said: 'The studios are very aware of who their audiences are. They see the demographic is changing and it will see a response in the movies that are released.'
According to the BFI's Statistical Yearbook, over-45s made up 36% of audiences in 2012 compared to 28% in 2011.
In comparison, those aged 15-24 made up just 25% of audiences last year.
Over-45s seem to be 'reconnecting' with cinema - BFI
BFI head of research and statistics Sean Perkins said over-45s seem to be 'reconnecting' with the cinema as they have more disposable income and time.
He added: 'Some are coming with grandchildren, which is [showing] in the statistics. And obviously there is the underlying UK trend in the population.'
Meanwhile, Picturehouse said a wider range of customers had been drawn to its cinemas thanks to its live broadcasts of stage plays by the National Theatre and productions at the New York Metropolitan Opera.
A spokesman said the chain had long been keen to target the over-60s market. It already runs a Silver Screen Club, which offers discounted tickets and free tea and coffee at afternoon screenings.
The spokesman said: 'The Best Exotic Marigold Hotel shows there is a substantial box-office gain for films aimed at older people. They also tend to be less expensive than blockbusters.'
He added: 'A lot of older audiences who had become disillusioned with the cinema have rediscovered their love for it.'
Copyright Press Association 2013