By Vickie Jenkins
The guys with the clipboards on the Third Street Promenade were handing out movie passes this week to a free screening of “What Happens in Vegas,” so I took one and went online to register.
I was rejected. The Screening Exchange says this viewing is only for people age 15-34. Hell, even the star of the movie, Cameron Diaz wouldn’t qualify to see it then. She’s 35 and will be 36 this August.
When did Hollywood decide that only the youngest will go to the movies? I know they already believe the actors should all be young, but are you telling me that people in their 40s or 50s wouldn’t watch Cameron Diaz in a romantic comedy? Baby boomers are obviously not the target audience for this movie, but they do go to see more than just “Wild Hogs” or the latest Diane Keaton film.
The MPAA (Motion Picture Association of America) 2007 Movie Attendance Study does verify that it’s the 12-24 age group that is at the theater most often, with 41 percent of them seeing a film at least once per month, while just 17 percent of the 40-49 group goes that frequently. I appreciate that. But I saw a lot of movies last year, and will probably do so this year.
The Screening Exchange Web site also warned they would be checking IDs at the door for this movie preview.
Isn’t it strange, that years ago we tried to get fake IDs to show we were older, and now we might be sneaking down dark alleys looking for some shady character who would sell us an “under 40” ID?
Please, Hollywood. Don’t make us do it.
Originally published in the Santa Monica Daily Press print edition on April 26, 2008. Read the original PDF.