Jon Reimer 6 p.m., July 27
U R Old
There's only so much money to go around, and following the strong performances of Iron Man 3 and The Great Gatsby—and a week ahead of a jam-packed Memorial Day—Star Trek Into Darkness just wasn't a compelling enough proposition for casual moviegoers. Trek's demographics tell an interesting story that contributes to that theory: the audience skewed heavily male (64 percent) and older (73 percent over the age of 25). In comparison, the first movie did a better job reaching women (only 60 percent male) and younger audiences (only 65 percent over 25).
Take a second to think about that old-timer. What constitutes "old" in moviegoer terms? Over 25. After that, all you're good for is bringing your kids to Disney fare and maybe seeing Red 2.
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