Flocking to see themselves on film
Lina Ko January 23rd, 2007
Even though I’m not eligible for the senior’s discount when I buy a ticket at the movie theatre (and will turn it down even when I am eligible), 2006 marked a year when boomers not only saved a few bucks, but made millions of dollars for the movie industry.
As Johanna Schneller explained in her column in The Globe and Mail on Jan. 5, movie executives realized if they produced movies which celebrated the boomer and put them centre stage, their coffers would fill. And last year boomers flocked to see themselves in films such as Da Vinci Code, The Devil Wears Prada and The Departed.
Companies need to abandon cliché stereotypes, and tap into boomers’ desire to have their age represented as a plethora of positive attributes versus grey hair and glasses. 50 plus is the new 40. Respecting the boomers’ perception of themselves as vibrant and vital is key to harnessing their purchasing power and brand loyalty.
