Inside Move: Survey sees terror toll

Execs dismiss study as B.O. numbers hold steady

A provocative new survey by Joe Farrell’s National Research Group appears to confirm the film industry’s biggest fear since the Sept. 11 terrorist attacks.

It finds that 60% of people over 35 don’t want to go out to the movies — especially men who watch a lot of television news coverage.

Many distribution and marketing execs — the primary target for NRG’s proprietary data — dismiss the study, however. They point to overall grosses since Sept. 11, which have gained over 2000 levels every weekend but one, leaving total fall B.O. 9% ahead of last year. In addition, the ascendance of teenage boys as the key movie demo in recent years has lessened the commercial necessity of reaching adults.

Despite some good bows of late for “Training Day,” “Zoolander” and “Iron Monkey,” weak ones for “Bandits” and “Riding in Cars With Boys” have prompted more questions about what American moviegoers want.

And while this sort of second-guessing goes on in any climate — especially due to the weight given to tracking research — world events have undoubtedly left a mark on movies.

“I think people want to go out and see comedies,” observed one marketing vet. “They’ll see ‘Ocean’s Eleven.’ They may not see a heavy drama.”

Farrell could not be reached for comment.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Film News from Variety