Baby Boomers: Still A Draw To The Box Office
“Initially you’re overwhelmed. But gradually you realize it’s like a wave. Resist, and you’ll be knocked over. Dive into it, and you’ll swim out the other side.”
-Evelyn Greenslade from The Best Exotic Marigold Hotel
In the last two years, it seems like movies are mostly set out for the Echo or Millenial generation but also intended to attract Generation X and today’s children too. It seemed like the Boomer Generation was a movie crowd that had many years and decades in the sun in terms of movies and its now past. But not so fast. They’re still leaving one last impact that been especially present in the last two years. I’ve noticed it in three films from the past while and even a current release. It’s positive there will be more to come but it does face challenges.
It’s hard to exactly pinpoint what birthyears define a generation. There are common assumptions of what years consist of the Baby Boomer generation but I was commonly told it was the generation that began just after World War II had ended. The most common birthyears I have seen associated with the Baby Boomer generation are from 1946 to 1964.
The Baby Boomer generation is a generation that has made an impact in many ways but is especially noticeable on its impact in movies. We first saw it in the 70’s when they went to see thrillers by Spielberg and Lucas and dramas from Scorsese and but also experimental movies like Clockwork Orange and Pulp Fiction. They’ve also made their own sets of stars like Richard Gere, Susan Sarandon, Meryl Streep, Bette Midler, Billy Crystal, Tom Hanks, Geena Davis…I could go on. Baby Boomer filmmakers, actors and audiences have contributed to the changes greatly in both Hollywood film and films of other format. Even Baby Boomer women left their mark as many showed they didn’t simply have to be in front of the camera but behind the camera too.
Even as they were getting older as the late-80’s came, they still showed that they were a viable audience market worth major focus and continued to have films and movies with them in mind. They also showed that an actor or actress can get older in age like their 30’s and 40’s and still be a big draw. They also changed family movies in the late 80’s/early 90’s too as the movies directed to their children would also have to include elements in which parents could watch and enjoy too.
Then it appeared at the turn of the millennium, it would be handed to the younger generations like Generation X and especially the Echo/Millennial generation mostly comprised of their children while most boomer actor would be relegated to supporting roles. It was thought that they would now have to make way for them. Even now with the Boomers getting older and many entering into their Golden Years, it appears the core audience for movies is now the Millennial generation mostly composed of their children or children of the generation after them. Even though the Boomer generation no longer has that decades-old grip on movies they used to, they appeared to still have a spark in them that allowed for films to be released with them in mind.
I believe the first trigger was back in 2007 with the hit movie The Bucket List. Directed by Rob Reiner and written by Justin Zackham, this featured Jack Nicholson and Morgan Freeman as two men with terminal lung cancer giving themselves goals to achieve before they ‘kick the bucket.’ The movie was a hit achieving $93 million at the US box office and $175 million worldwide. The box office success sent the message that Boomers and the generation before them were still a marketable film crowd and that younger generations can also be entertained by movies featuring older movie stars. Hey, didn’t we like Grumpy Old Men back in the 90’s?
The first movie that caught my attention to this was a British movie, The Best Exotic Marigold Hotel. The movie was directed by 64 year-old John madden and its ensemble cast consisted mostly of British actors in their 60’s and 70’s like Judi Dench, Maggie Smith, Tom Wilkinson and Bill Nighy. The movie was about older retired people who come to live at what they think will be a nice hotel in India. Instead it turns out to be dingy. Over time they discover more about themselves and many learn that their life doesn’t have to end in their golden ages. They can start a new life. One can free their soul. One can even finally meet Mr. Right. The movie did very well grossing $46 million in North America and $134 million worldwide.
There was a second British movie also based on aging that scored well: Quartet. This was the directorial debut of American Dustin Hoffman. The movie starred Maggie Smith, included Ton Courtenay and Michael Gambon, and is based off of a hit British stage play. The movie is situated in a retirement home for former professional musicians. The home has always had financial issues but has always kept themselves going by teaching to young people and holding an annual gala. The gala has had its issues as many of its top former musicians have died over the years. Their best hope is to have a famous quartet as their main attraction. Their best hopes rest on soprano Jean Horton who actually is an ex-wife of one of the other quartet singers and both failed to heal the bad terms between them. The movie was not just about healing relationships. The movie was also coming to terms with aging and dealing with the changes; especially since the artistic giftedness that once made their greatness withered away with age. The movie scored very well with the critics and made $55 million worldwide at the box office.
You may have noticed that not every star actor in the movie is a Baby Boomer. Not Maggie Smith, Judi Dench and Michael Gambon. Nevertheless the theme of aging is a common theme Baby Boomers can relate to especially since the first wave of Baby Boomers–born in the first few years following World War II– have now entered into their 60’s and are dealing with the issues with aging and also attempting to overcome the obstacles associated with it.
Hollywood has noticed that too and they even sent out a more commercial movie about getting older called Parental Guidance. Since it stars Bette Midler and Billy Crystal, you know it would be a comedy. It’s not necessarily about aging but about the role of grandparents who come into the lives of their daughter, her husband and grandchildren. The movie is about grandparents trying to raise the grandchildren while the parents are away. They have a wide array of obstacles to deal with like new technology, children’s behavior, modern methods of parenting and psychology, a musically gifted granddaughter making social sacrifices, a new job pursuit and above all the role as grandparents. This was a unique movie upon release as it appeared marketed to Baby Boomer grandparents, Generation X or Echo parents and the current generation of children. The critical consensus was not too pleased with parental Guidance but it made 4477 million at the US box office and almost $120 million worldwide.
Parental Guidance may have been a hit but it’s not to say that aging Boomer stars still face challenges in Hollywood movies. Recently there was the movie The Big Wedding which featured an ensemble cast starring older stars like Robert de Niro, Diane Keaton, Susan Sarandon and Robin Williams along with younger stars Ben Barnes, Katharine Heigl and Amanda Seyfried. The movie was written and directed by The Bucket List scriptwriter Justin Zackham. The movie was seen by the consensus of critics as unfunny and predictable. The box office didn’t fare well either grossing a total of $21 million so far.
Even the artistic film industry faces challenges as well. There was the French Language film Amour about an aging couple dealing with their love for each other as the wife suffers a stroke and is left terminally impaired. The film was nominated for the Oscar for Best Picture and won Best Foreign Language Film but achieved less than $7 million at the US box office and $20 million worldwide.
The past twelve months have showed that the aging populations, especially the aging Baby Boomers, are still a marketable and profitable movie crowd despite the majority of movies focused on the under-30’s. It’s fair to say that the film industry has done a good job in turning out movies with them in mind but it still faces a lot of challenges in the present and in the future. It’s not just the aging crowds that want to see movies but the aging actors that still want to act and aging stars that want to prove they still have it. Only time will define what works with them and what will continue to draw them to the cinemas.