Under-25 male demo drawn to 'Chronicle' and 'Project X' too

Young moviegoers — particularly men — are returning to Stateside plexes, with Sony-MGM’s “21 Jump Street” as the latest film to reap the rewards.

“Jump Street,” which bowed over the March 16-18 weekend to an impressive $36.3 million, drew an evenly split opening-weekend crowd of auds over and under 25 — a notable achievement, particularly for the younger demo, given the film’s restrictive R rating and 1980s TV roots.

What’s more, “Jump Street” is showing strength in mid-week tallies, having outpaced its nearest competitor by almost threefold daily. “Jump Street” cumed just shy of $44 million Stateside as of March 30.

But the pic isn’t the only film this year to attract the under-25 male demo.

“Chronicle” and “Project X” beat pre-opening expectations, and each have managed to total tidy domestic sums. “Chronicle,” from 20th Century Fox, has grossed $63 million in seven weeks domestically. Warner Bros.’ “Project X” has cumed almost $50 million.

Several of last year’s fall entries, such as “In Time” and “Footloose,” struggled to gain a footing with the under-25 demo. Bizzers attributed the malaise then to a resistance to higher ticket prices, as well as growing popularity for alternative entertainment.

And while newer forms of entertainment haven’t gone away (on the contrary, they’re increasing), industry watchers contend movie marketers have gotten more creative with their campaigns. Lionsgate’s “The Hunger Games” figures to continue to bring young moviegoers to theaters.

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