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Studio marketers normally zero in on a film’s opening-day audience to gauge overall attendance. But they are off the mark — and thereby miss marketing opportunities — according to new research from Movio that points to significant changes in audience gender and age over the course of a movie’s full theatrical run.

In a key recent example, the gender distribution for “Star Wars: The Force Awakens” was 72% male on opening night, falling to 65% Sunday and dipping to 61% the following Thursday. That pattern matches other tentpole releases “Jurassic World,” “Avengers: Age of Ultron” and “Furious 7.” Audiences also age up through later days of a film’s release. Take “Jurassic World,” where 15- to 30-year-old males made up 21.7% of the total audience, down from 33.5% on its premiere day.

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Source: Movio