Movies highlight 20s to 30s shift
Summer indies, comedies explore life’s most challenging decade
LOS ANGELES, May 11, (Agencies): Films about transitioning to adulthood have been a Hollywood staple for years. Some of today’s biggest stars got their start as 20-somethings in mostly carefree coming-of-age movies.
But what about the often more complicated progression from our 20s to 30s? There have generally been fewer of those treatments on the big screen — that is, until now.
This summer, charming indies and raunchy comedies — including this weekend’s “Neighbors” — explore what could be one of life’s most challenging decades, but always with humor and also some surprising box office potential for studios.
While the 30s can be a satisfying time, full of firsts like marriage, buying a home and having children, the period can also bring tough crossroads both personally and professionally.
Yet films like “Neighbors” and the upcoming “Happy Christmas” and “Wish I Was Here” highlight the humor in common 30s plights while offering everyday relevancy to audiences in that age group.
In “Neighbors,” a couple (Seth Rogen and Rose Byrne) and their newborn baby buy their first house, but their life is disrupted when a fraternity (led by Zac Efron) moves in next door.
“Yes, there are ridiculous, outrageous jokes,” says Dave Karger, chief correspondent of movie ticket-seller Fandango. “But there’s also real poignancy there and very relatable characters in their 30s.”
In “Happy Christmas,” due in July, an irresponsible 20-something (Anna Kendrick) moves in with her 30-something brother (Joe Swanberg), who has a 2-year-old with his wife (Melanie Lynskey), a stay-at-home mom who starts writing a trashy novel to ease her boredom.
A decade after Zach Braff tackled tragedy as a 20-something in “Garden State,” he portrays love and loss in his 30s in July’s “Wish I Was Here,” which follows a struggling actor (Braff) who must homeschool his two kids after his father’s cancer worsens and he can no longer afford private school. Kate Hudson plays his wife, a woman who hates her job, but must stick it out to provide for her family.
“What that age group is going through, it’s not just a wacky high school night out or a college first love,” says Karger. “The particular themes, like an early mid-life crisis, are really interesting.”
Audience
Character-based films have never been an easy sell for studios or audiences, notes Karger. “The main audience that you think of at the theater is teen boys and 20-somethings.”
But the 25 to 39-year-old demographic actually makes up the largest amount of frequent moviegoers.
In 2013, they equaled 23 percent of those who go to the movies more than once a month, according to the 2013 Theatrical Market Statistics Report by the Motion Picture Association of America. This age group was also highest in both 2011 and 2012.
Other films targeted for the 25-39 demo this summer include “Blended,” starring Drew Barrymore and Adam Sandler; “Begin Again,” with Mark Ruffalo and Keira Knightley; and “They Came Together,” featuring Amy Poehler and Paul Rudd.
Though they won’t tally as much as the superhero flicks, films targeting 30-somethings can be among the most profitable because they don’t cost as much to make. Reviews Additionally, “the good ones have a long shelf life,” says Alex Ben Block, senior film editor of The Hollywood Reporter. “With classic movies of the genre like ‘When Harry Met Sally.,’ ‘Sleepless in Seattle’ or ‘Bridget Jones’s Diary,’ you got a pretty good run in the theater and then in home video, DVD or digital.”
But initially, they’re often hard to market. It’s key, says Block, for studios to do a lot of screenings to ignite buzz — and hope for rave reviews, because people in this group still read reviews and are affected by them.
The stars’ likability and familiarity also matter, adds Block. “This audience is sophisticated. They aren’t going to the movies just to go.”
If “Neighbors” dominates on its opening weekend as expected (projections have it making nearly $50 million), could the studios’ view of these types of films change?
“Three years ago ‘Bridesmaids’ was a smash and now this summer there are all of these hard R-rated comedies,” says Karger. “It takes about two or three years to see the effect of a game-changing movie. If ‘Neighbors’ becomes this smash, then I think there will be more of an appetite at the studios for films of this type.”
Also: LOS ANGELES: “Chronicle” star Alex Russell is in negotiations to star alongside Boronice Marlohe (“Skyfall”) in Voltage Pictures’ sci-fi thriller “Prisoner of War,” the company announced Friday.
Award-winning music video and television director Joe Miale will direct the film, which will start production in September on location in South Africa. Rowan Athale wrote the script.
Story concerns mankind’s last stand against a cataclysmic alien invasion. Set in the war-ravaged African countryside, an American soldier (Russell) and a French foreign aid worker (Marlohe) team up to survive the alien onslaught.
As they journey through the battlefield in search of refuge, their bond will be tested when the soldier discovers his true identity.
Automatik’s Brian Kavanaugh-Jones is producing alongside 42’s Rory Aitken and Ben Pugh, as well as Tea Shop & Film Company’s James Harris. Zev Foreman and Nicolas Chartier will also be producing for Voltage, while Mark Lane will co-produce for Tea Shop & Film.
“I’m thrilled to be partnering with Voltage on my first film and am lucky to be working with a great team of producers and a killer cast,” said Miale. “Alien war machines have been stomping around in my head for far too long — I’m eager to set them loose on the big screen and have them take over the world.”
“Joe’s vision for this movie embodies what sci-fi storytelling is all about,” added Kavanaugh-Jones. “I couldn’t be more excited about working with Joe, Voltage, 42 and the rest of the team in bringing this incredible world to life.”
“We are delighted to be working in partnership with Brian again on such an exciting project,” Pugh and Aitken said in a joint statement.
“It is fantastic to be able to develop such a bold film with Joe Miale who we are hugely excited to work with, whilst working in tandem with our management arm to attach Rowan and Berenice.”
“‘Prisoner of War’ is set in an imaginative and dangerous world, with a story that is both epic and intimate — much along the lines of ‘District 9’ or the first ‘Terminator.’ We are absolutely thrilled to be working with Brian Kavanaugh-Jones as he has a great eye for discovering up-and-coming talent. We are firm believers in Joe Miale’s vision and look forward to establishing a new science-fiction franchise with him.”
Russell is repped by UTA and United Management, while Marlohe is repped by 42 and attorney Greg Slewett. Miale is repped by UTA, Management SGC and attorney Barry Littman. Athale is repped by 42.