'The Interpreter' Draws Older Female Audiences to the Box Office

According to the USA Today, the Nicole Kidman thriller 'The Interpreter' drew a significant amount of its audience base from older viewers. Based on internal research by Universal, approx. 60% of the audience was 35 and older, and 58% was female. So what's the story behind $22 million take this weekend?

"We didn't bother marketing the film on MTV," says Nikki Rocco, Universal's distribution chief. "We knew that adults were going to be drawn to this more than the kids."

The industry's summer of explosions and special effects unofficially begins next weekend, with XXX: State of the Union and The Hitchhiker's Guide to the Galaxy. Rocco says that, after months of romantic comedies and horror movies, audiences were ready for espionage.

"It was time for a serious movie," she says.

Combine the hunger for adult pics with a talented, A-list cast, and you've got the recipe for a spring success. Universal seemed to be focused more on getting Kidman in the press and advertising in appropriate, targeted places like women's mags and outdoor advertising.


[Via USA Today]