Just yesterday I was joking around about predominance of "tweens," and today The Hollywood Reporter is saying that they're all that is keeping the industry afloat. High-profile movies like State of Play and Duplicity are faltering at the box office and suffering from soft openings. Mature films starring mature stars just aren't proving as profitable as Zac Efron and fast cars and no one knows why. Is it the reccession? Is it the marketing? The subject matter?

I don't buy that it's the reccession, exactly. I can't pretend to know much about the economy, but if adults lack the disposable income than the kids do too. Now, it's possible that adults are being tighter with their own entertainment and keeping to Netflix and Hulu, but handing money over to their offspring so that they can have some fun with Vin Diesel. Certainly, the ongoing success of Monsters Vs Aliens would suggest that a lot of families may hold out going to the theater until it's a film that everyone can see and enjoy.

Personally, I think it's a combination of subject matter, money, and motivation. Over the years, I've watched my relatives become more and more reluctant to go to the movies. They rarely feel that it's worth the trouble or the expense to see just any movie. It has to be an event, or have the stamp of reliability. It doesn't surprise me that Gran Torino had a bigger and splashier run than State of Play or Duplicity, because I know which film my relatives would consider to be the better value, regardless of critical opinion.