Boomers Find The Cinema

Any service or hospitality company that ignores the 'older crowd' does so at their financial peril. So, it should be no surprise that cinemas need to cater to the needs of the baby boomer generation.

Boomers are turning out in large numbers. In the U.S. a full 15% of seniors (60 and over) are classified as "frequent moviegoers" by the Motion Picture Association of America. Boomers grew up with great films, the 50s, 60s, are often referred to as  the 'golden age of the cinema', now these seniors are searching for good films.  Dramas, comedies, westerns, with mature actors are huge hits with older viewers.

Boomers look not only for good films but an experience. Alternative content, so-called 'cinema events', such as live streaming of the ballet, opera, or theater productions are very popular as well. Also luring in the oldsters is more comfort.  Larger seats and assisted listening services are now the norm in cinemas.  The new mantra for cinemas, both independents and chains, is comfort over capacity. Cinemas need to create a welcoming environment for older folks by making sure their sound systems are adequate and serviced regularly to ensure peak-performance.

In the concession area, seniors will buy but look for value and variety.  Don't forget, these people grew up going to the local cinema and are accustomed to buying concession (unlike the depression-era folks before them). They seek choice and are willing to pay for it.

It's a fact that many boomers are opting away from sea-side and planned community living and instead are relocating to cities and towns where they can continue to be active. Wealthy pensioners are increasingly living in urban hubs - where going to the cinema has never been easier.  This is good news for the independent and art cinemas as the boomers are leaving the suburbs and relocating to city-centers.

Younger people are going to the cinema less, particularly those in the 15 to 24 age group but that slack can and should be taken up by boomers.  It is incumbent upon cinemas to make the changes necessary with regard to auditorium comfort, food,  and convenience to encourage mature audiences to attend their presentations. Keep in mind that many boomers haven't gone to the movies in a long time, but they are now ready to do so. Cinemas need to be ready for them.