Tuesday, April 23, 2024

So Who is the “Barbie” Audience? Not Children, Very Few Men, and Not Older Adults, But the Sweet Spot in Demos Ages 25-34

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So who’s watching “Barbie”?

According to Warner Bros, the movie has an overall Cinemascore of A, which is the most desirable score in the world.

But then they break it down by age and sex and the results are not shocking. Women love it, men are not that interested. If they’re going, it’s as a plus 1.

Even more interesting: Children are not so into it. And why would they be? The movie is a feminist polemic and very arch. It’s going to sail over their heads. So it’s not a kids movie.

The sweet spot age wise is 25 to 34. That’s the age of nostalgia for your childhood, thinking back to when life was easier. That age group is grappling with dating, mortgages and having children. They need some comforting. The total there is 41% of the audience.

After age 35 the numbers drop sharply. People my age — 50 and over — are going to see “Oppenheimer.”

CinemaScore: A
Females: A 65%
Males: A‐ 35%
Under 25 Years Old: A 40%
Over 25 Years Old: A 60%
Females Under 25: A+ 26%
Males Under 25: A 13%
Under 18 A 11%
18‐24 A 29%
25‐34 A 41%
35‐49 A 13%
50 and Up A 6%

Roger Friedman
Roger Friedmanhttps://www.showbiz411.com
Roger Friedman began his Showbiz411 column in April 2009 after 10 years with Fox News, where he created the Fox411 column. His movie reviews are carried by Rotten Tomatoes, and he is a member of both the movie and TV branches of the Critics Choice Awards. His articles have appeared in dozens of publications over the years including New York Magazine, where he wrote the Intelligencer column in the mid 90s and covered the OJ Simpson trial, and Fox News (when it wasn't so crazy) where he covered Michael Jackson. He is also the writer and co-producer of "Only the Strong Survive," a selection of the Cannes, Sundance, and Telluride Film festivals, directed by DA Pennebaker and Chris Hegedus.
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