Paura: 'We have not stopped going to the movies'
A leading movie industry researcher urged exhibitors to pay more attention to baby boomers, at CinemaCon on Tuesday.
“We have not stopped going to the movies,” said Catherine Paura, chief of Capstone Global Marketing and Research Group. “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.”
Paura, co-founder and co-CEO of the National Research Group, delivered a speech titled “Moviegoing in the 21st Century: A Look at the Evolution of the Average American Moviegoer,” at the confab’s opening event.
She said those born between 1946 and 1964 have a strong sense of identification with moviegoing. “We feel as if we invented going to the movies,” she added. “It’s a part of who we are.”
Paura noted that the strong start last weekend for Warner Bros./Legendary Pictures baseball biopic “42” also underscored the importance of the female demo, which comprised 52% of the opening frame’s audience.
She noted that women are far more likely than men to go with their friends to multiplexes and suggested that theaters would do well to sell concessions such as expresso coffee and wine that are aimed at the older demo.
Paura also urged the business to pay far more attention to trailers, calling them the most important aspect of promoting a film because they are increasingly viewed online.