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AGING IN THE ENTERTAINMENT INDUSTRY


21 percent of the population and 26 percent of tickets sold. Of the 43 million people the MPAA clas-


sified as “frequent moviegoers,” 25-39-year- olds were the largest group at 11 million, with adults 40-49 years old coming in sec- ond, at 6.5 million. However, a 2017 study conducted by mar-


keting and analytics firm Movio for AARP paints a different picture. The report shows seniors have a greater role than many would expect in the success or failure of a film, even a film that skews younger by design. According to the study, which assessed


266 movies and nearly 1 million box-office records, more than 30 percent of all cinema visits were made by adults age 50-plus. Fur- ther, theater attendance by this demograph- ic contributed to the rise of the subgenre “mature thrillers,” action-driven content led by veteran male actors including Pierce Brosnan, 64, and Kevin Costner, 62. Older audiences aren't racing to see new


movies, however, the Movie study conclud- ed. Sixty percent of their box office visits averaged 15.2 days after a film's opening. Additionally, the 50-plus crowd notices,


and acts, when films are advertised to them, according to Movio, “at a rate that is signifi- cantly greater than that of the average mov- iegoer." The study also found the 50-plus


crowd accounted for 75 percent of all visits to art house movies, 56 percent of Christian film attendance and 54 percent of indepen- dent film box office revenues.


Role Models As an octogenarian assessing his on-screen options, Hirsch is mixed on the forecast. “Character roles, hopefully, come in various shapes and sizes which, by some writer's or director's choice, may be offered that I feel I can move an audience to appreciate my idea of that character. And hopefully, with a noticeable difference from those roles I've done before,” he said. “But alas, I'm afraid the industry is not that broad minded when it comes to offering those opportunities to people called ‘older actors.’ Not any more now than it was 20 or 40 years ago.” Thomas, who also is a member of the


Board of the Writers Guild of America, thinks the way seniors are portrayed on screen is changing, “because what it used to look like to be 80 doesn't look the same anymore.” She cited Hirsch as a prime ex- ample. “He was 83 years old, but so spry and hilarious. He still had a teenage son. He was not ‘old’ the way my grandparents were old at 83. As a result, I do think Hol- lywood is adjusting what their sense of be- ing older is.”


However, Thomas doesn’t think networks


are necessarily seeking to be more inclusive of content that involves seniors. “I think in whatever way shows that center on aging adults succeed, it's accidentally. I don't think networks are interested in developing con- tent that relies on them,” she said. “You would think with this deep pool of


outstanding actors over 70 looking for work, they would adjust. But they still want to do TV shows about people in their 20s and 30s,” she said. “But as long as the networks are still trying to sell trucks and Pepsi, they aren't going to care about people over 50.” Hirsch has refined his wish list through


the years. “I used to yearn to play parts in the plays of the American master play- wrights, such as Tennessee Williams, Eu- gene O'Neill, Arthur Miller Clifford Odets and Lanford Wilson. And then I did—play- ing “Death of a Salesman” by Arthur Miller and “Talley's Folly” by Lanford Wilson. Now, I will be open to anything by living or dead playwrights, film writers or series writers with the condition that on the latter the part is not one of a stereotypical nature. “Somehow, I'll still be looking for those


parts which have a wide range of character choices,” he adds. “I'll wait to be pigeon- holed at a later date.”


SENIORS MORE DIGITALLY CONNECTED THAN THEIR ADULT CHILDREN BELIEVE


There’s a dramatic difference between how much time seniors use digital communications devices and how much their adult children believe their senior parents use them.


According to a new study from research firm Zion & Zion, many businesses that market to seniors including those marketing to senior living communities, are hesitant to use digital marketing channels and rely on traditional media channels such as television, radio, newspapers, and direct mail. This may be a missed opportunity.


In a survey of more than 1,000 adults 75 and older and their children, the big takeaway is that this group see themselves as “significantly more technologically engaged” that the generation following them.


• 47% of seniors say they use a desktop computer for more than an hour per day, but their adult children believed their parents only used a PC about 13% a day.


• 29% of seniors said they use a laptop for an hour or more daily but their adult children said only 8% of their parents use laptops that frequently.


“Across the board, seniors claim a dramatically higher degree of regular use of all digital devices than the generation following them believes,” according to the study authors. “Adult children have a false impression of how often their aging parents use a broad spectrum of digital devices. Either these adult children aren’t close enough to their parents or aren’t observant enough. Seniors’ answers are based on their own firsthand experience. Their adult children, on the other hand, base their responses on observation and perception. Even if the aging adult lives with their adult children, the aging adults certainly spend time alone during which they may be interacting with their digital devices.”


12 SENIOR LIVING EXECUTIVE JANUARY/FEBRUARY 2019


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