That’s true for decisions including the movies that theaters choose to carry, the screens they assign to boomer-oriented films, the concessions they offer and the size of their seats, Capstone Global Marketing and Research CEO Catherine Paura told a CinemaCon audience this morning. “Unlike past generations we have not stopped going to the movies…Young people because of technology, because of the different ways they can entertain themselves are not as habituated to going to the movies as the older generation.” And women are most likely to drive sales because “men tend not to go as much with their friends.” Paura urged theaters to consider more sophisticated concessions for the 55+ crowd, including espresso, red wine, cookies or cake, cheese or “something that doesn’t make my cholesterol go up.” Boomers also like to see movies on big screens. More broadly, Paura says that studios and theaters need to pay more attention to the quality and presentation of movie trailers. Since they establish impressions early, and are frequently watched online, a trailer is “more important than the TV commercial. It’s more important than any other information.” In contrast to findings from the Worldwide Motion Picture Group, she says that the DVR “is not our friend.” Even when viewers don’t skip over movie ads their viewing “can be 7 to 10 days after the show…It’s very, very different. So the trailer is absolutely essential.”
CinemaCon: Theaters Need To Focus More On Baby Boomers, Researcher Says
What's Hot on Deadline
Hollywood Cowardice: George Clooney Explains Why Sony Stood Alone In North Korean Cyberterror Attack
Sony Responds To President Obama's Criticism: "We Had No Choice," Still Hope To Release 'The Interview'
Obama: Sony Made Mistake Pulling 'The Interview'; U.S. Will Respond Proportionally At Time And Place We Choose -- Update
More From Lieberman
- North Korea “Responsible” For Sony Hack, FBI Confirms
- Paramount Cancels 'Team America' Showings, Theaters Say
- Movie Theater Stocks Rebound After Chains Jettison 'The Interview'
- Lionsgate Sought Deal Talks With Sony Hacked Emails Reveal
- 'The Interview' NYC Premiere Canceled
- Barry Meyer Named To Federal Reserve Bank's Board In San Francisco