Yahoo Lifestyle Older Adults Want More Movies and TV With Characters Their Age, Says AARP Study (EXCLUSIVE)
AARP is urging Hollywood to age up.
A new study released Friday by the organization finds that most adults age 50 and older are more likely to support movies and TV programs that included characters similar to them in age and life experiences.
More from Variety
Results of the study, “Breaking Stereotypes: The Push for Real Representation of Older Adults in Movies and Television,” were released ahead of AARP’s Movie for Grownups Awards gala, which takes place Saturday in Beverly Hills.
“The results of this survey demonstrate what we have suspected since we started the Movies for Grownups Awards program – that older adults care deeply about seeing their experiences accurately reflected on screen,” Heather Nawrocki, vice president of AARP Movies for Grownups, said in a statement. “Likewise, the studios and storytellers who are able to capture the experiences and perspectives of older adults benefit from the significant buying power and loyalty of this age group.”
AARP’s new study of 1,010 adults age 50 and older identifies several barriers to improved and accurate portrayals of older actors in movies or TV. Respondents’ perceptions that audiences prefer younger actors is reported by over half (52%) as a major barrier to increased 50-plus representation on screen. In addition, more than two-in-five respondents believe that industry bias (42%) and limited opportunities for older actors (46%) are significant obstacles to achieving this.
Most respondents (69%) say they consider it important that movies or TV ensure accurate representation of older adults in both casting and storylines, and four-in-five believe that male actors (80%); female actors (84%); and directors, writers and producers (83%) age 50 and older bring unique perspectives.
To address age bias, over half of respondents want more positive portrayals of older adults (55%) and advocacy for equal opportunities for actors, directors, writers and producers age 50 and older (53%). These changes are seen as essential steps toward a more inclusive and representative media landscape.
61 million age 50 and older attended movies and more than 84 million subscribed to streaming services in the last year, according to MRI-Simmons. AARP also reports that the federal Bureau of Labor Statistics indicates that adults 50 and older spent about $10.7 billion on movies and TV streaming in 2023, up from $8.9 billion in 2022.
AARP Movie for Grownups nominees for the 2024 best picture include “A Complete Unknown,” “Conclave,” “Emilia Pérez,” “Gladiator II” and “September 5.”
The best actress race includes Pamela Anderson (“The Last Showgirl”), Marianne Jean-Baptiste (“Hard Truths”), Nicole Kidman (“Babygirl”), Demi Moore (“The Substance”) and June Squibb (“Thelma”). The best actor category has Adrien Brody (“The Brutalist”), Daniel Craig (“Queer”), Colman Domingo (“Sing Sing”), Ralph Fiennes (“Conclave”) and Jude Law (“The Order”).
Best director nominees include Pedro Almodóvar (“The Room Next Door”), Jacques Audiard (“Emilia Pérez”), Edward Berger (“Conclave”), James Mangold (“A Complete Unknown”) and Ridley Scott (“Gladiator II”).
See the complete list of nominees here.
Best of Variety
Sign up for Variety's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
