×

Women Powered Summer Box Office Successes, New Data Shows

Women and millennial men were two key audience segments responsible for the summer’s most successful films, according to a new study released by marketing data analytics firm Movio.

Although the summer season overall was one of the worst in recent history — a 14.6% drop in domestic grosses from last summer — the study focused on the summer films that performed the best, rather than those that flopped. There were, after all, several major successes, including “Wonder Woman,” Christopher Nolan’s smash hit “Dunkirk,” and comedy breakout “Girls Trip.”

The Movio research examined those who go to the movies fewer than four times a year (deemed “infrequent moviegoers”) who typically make up about 14% of a movie’s audience. Many of the summer’s most successful films, it found, pulled in a larger percentage. For example, the audience for “Girls Trip” — which grossed $115 million domestic off a relatively low budget — was 25% infrequent moviegoers.

More specifically, the study found that many of the films that performed well appealed to infrequent female moviegoers. Women typically make up 15% of all infrequent moviegoers, but for “Wonder Woman,” “Girls Trip,” and “Dunkirk,” they represented about a quarter of the group.

“I think in a lot of ways women were the unsung heroes of the box office, at least for the successful films this year,” said Movio Cinema’s global president Matthew Liebmann. “I think that’s the hidden potential of the box office.”

The study also examined how the male millennial demographic powered several of the summer’s highest-grossing titles. The group typically makes up 14% of the average movie audience, according to Movio, but for “Spider-Man: Homecoming,” they represented 25% of the total audience.

While the films highlighted by the study were lucrative, flops including “King Arthur: Legend of the Sword” and “Rough Night” raise questions about why some films succeed while others misfire. Liebmann pointed out that “Wonder Woman,” “Girls Trip,” and “Dunkirk” were all successful among infrequent female moviegoers, despite representing three very different genres of film.

“I think each film probably has its own anecdote for why [it was successful], as opposed to an overarching reason,” Liebmann said, “which is probably why you can’t manufacture the next generation solely by formula.”

See graphics from the Movio study below:

Movio StudyMovio StudyMovio Study

More Film

  • Picture Tree Intl. Picks Up Carolina

    Picture Tree Intl. Picks Up Carolina Hellsgård's 'Sunburned' (EXCLUSIVE)

    Picture Tree Intl. has acquired the rights to Carolina Hellsgård’s “Sunburned,” the follow-up feature to her zombie drama “Endzeit – Ever After.” PTI will be presenting first footage from the film, currently in post-production, at this year’s German Films Previews (July 3-6). “Sunburned” follows solitary teenager Claire on a family holiday in Spain. Neglected by [...]

  • Whoopi Goldberg addresses the crowd while

    Inside World Pride's Opening Ceremony: An LGBTQ Celebration With a Tinge of Politics

    World Pride officially kicked off on Wednesday night at the Barclays Center in Brooklyn. About 8,000 people packed into the arena for a three-hour show that began with Cyndi Lauper singing her hit “True Colors.” The performance ended with a gaggle of dancing drag queens who pranced alongside Lauper as she turned the train of [...]

  • Amy Adams (left) as Lynne Cheney

    Film News Roundup: Makeup Artists and Hair Stylists Guild Sets Awards Show for Jan. 11

    In today’s film news roundup, the 2020 awards season schedule gets finalized; AFM will cover immersive content; “Murderous Trance” and “7 Days to Vegas” get acquired; and Kate Katzman has been added to “The Comeback Trail.” AWARDS DATE The Makeup Artists & Hair Stylists Guild has set Jan. 11 as the date for its seventh [...]

  • Disney Pandora World Of Avatar, Lake

    The Piano Guys Play 'Avatar' Theme in Disney World (Watch)

    The YouTube sensation The Piano Guys have taken a trip to the world of Pandora for a performance of the theme to “Avatar.” Shot in the bioluminescent floating forest in Disney World, cellist Steven Sharp Nelson and pianist Jon Schmidt put their spin on the score to James Cameron’s 2009 blockbuster. The video immerses the [...]

  • Editorial use only. No book cover

    Billy Drago, 'Untouchables' Star, Dies at 73

    Billy Drago, who often played harming but chilling gangster roles and appeared in Brian De Palma’s “The Untouchables” and Clint Eastwood’s “Pale Rider,” died Monday in Los Angeles of complications from a stroke. He was 73. The character actor played Al Capone’s henchman Frank Nitti in 1987’s “The Untouchables.” On TV series “Charmed,” he put [...]

  • Grant Sputore

    'I Am Mother' Director Tackles Margot Robbie-Produced Thriller 'Augmented'

    Warner Bros. has hired “I Am Mother” director Grant Sputore to helm the science-fiction thriller “Augmented” which Margot Robbie is producing, Variety has learned exclusively. Michael Lloyd Green is rewriting an original script by Mark Townend. Denise Di Novi and Tom Ackerley are also producing. Production companies are Robbie’s LuckyChap and Di Novi’s eponymous Di [...]

More From Our Brands

Access exclusive content