In a world of superheroes, teenage death matches and lithe young actors and actresses dominating screen time, 'The Best Exotic Marigold Hotel' has been fighting its corner in the world of big-budget cinema. The film has been a slow burning success so far and has proven to be something of a surprise to industry analysts. Shot on a budget of $10 million, it's raked in sales of around $100 million so far. And nothing makes Hollywood sit up and pay attention like a massive profit margin.
What's remarkable about The Best Exotic Marigold Hotel though, isn't the profit margin itself, but that such popularity has gone against the grain for a movie "starring actors in their 70s" and marketed at "people over 50" as New York Times have pointed out. The movie was released by Fox Searchlight, who have been so encouraged by the movie's sales figures so far, that they are hurriedly ensuring that it gets released in more and more cities. With respected actors and actresses, such as Dame Judi Dench, Maggie Smith and Bill Nighy, box office analysts has predicted that the movie could eventually take in excess of $30 million, once its extended theatre run is over. The company's boss, Doug Stone, reckons it's a case of supply and demand.
It looks as though Hollywood may be starting to wake up to the fact that a generation of 'babyboomers' are now beginning to hit retirement age. Whilst teen movies such as The Hunger Games rely on social networking and viral campaigns to ensure financial success with their target markets, studio producers are beginning to recognise that movies such as this will need time for word of mouth to work its magic.