Box Office Gets a Boost From Older Audiences Seeing ‘Gravity’ in 3D


Originally posted on Variety:

Fall is upon us at the movies, and so is the usual bottleneck of adult-skewing awards bait. But unlike in past years at this time, adults are showing support for an unusual suspect: 3D.

In just two weeks, Warner Bros.’ 3D event “Gravity,” which stars Sandra Bullock and George Clooney, has amassed $191 million worldwide, of which $123.4 million comes from North America. Last weekend, “Gravity” saw 59% of its audience over 35 and scored a whopping 80% from 3D, which rose to 82% in the film’s second frame.

Dan Fellman, president of domestic distribution for Warner Bros., attributed the “Gravity” hold to two primary reasons: First, audiences over 35 are discovering the film in 3D. And second, “Gravity” is broadening to younger audiences, hence the rise in the film’s 3D share.

Fellman said the success of Alfonso Cuaron’s 3D space odyssey has made it easier for other similarly targeted films…

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