Today's Must Read: "Grown-up Movies"

The USA Today has been a haven for excellent movie marketing articles lately, and this piece on the adult movie-going market continues this trend.

Think marketing to adults over 25 is a waste of time? Think again:

Moviegoers 50 and older accounted for nearly 25% of U.S. ticket sales in 2003, according to the Motion Picture Association of America. Attendance among 40- to 59-year-olds surged 7%. More than one in 10 moviegoers are over 60. Meanwhile, moviegoing among 12- to 24-year-olds is off 1% since 2001.

The article covers some of the major factors behind this trend including counter-programming, a renewed focus on genre titles (like romance), demographics and more.

USATODAY.com - Grown-up movies