Why are box-office dollars soaring? Medved explains secret behind Hollywood's sudden success

A sudden, substantial surge in popularity for Hollywood films counts as one of the most startling developments in the first half of 2002. At a time of economic uncertainty – with most forms of popular entertainment suffering from sharply declining public support – the American people made motion pictures a glorious exception, buying 16 percent more tickets than they did last year.

Unlike misleadingly optimistic numbers about increases in "box office dollars" from prior years – which reflected mostly higher ticket prices rather than a growing audience – 2002 offers unequivocal evidence of more people making more trips to the multiplex – a projected 240 million more trips by the end of the year.

This development provokes both celebration – and confusion – among entertainment insiders, since no one can offer a persuasive explanation for Hollywood's stunning success. An analysis in the business section of the New York Times tried to associate the turn around with the frightening events of Sept. 11. A sub-headline for the piece wittily observed that "when the going gets tough, the tough get popcorn." The article quoted George F. Custen, professor of cinema studies at the City University of New York, who suggested that "maybe it really is that simple: People like to escape during a crisis."

This convenient explanation falls apart, however, in the light of the exceptional status of motion pictures.

Granted, that Americans felt terrified by last year's terrorist attacks, and that it's a natural impulse to embrace cinematic fantasies as means of forgetting real-life troubles. But wouldn't it make sense that Americans would prefer to watch such diversions in the safety of their own homes – especially with the increased distribution of DVD and home theatre equipment – rather than venturing out among crowds at the local multiplex? As a matter of fact, Scott Hetrick, editor in chief of Video News, told the New York Times that, so far this year, sales and rentals of both DVDs and videos have dropped about 2 percent.

At the same time, the major television broadcasting networks have all registered dramatic declines in viewership, magazine and book sales went down sharply, and spending on CDs and other forms of recorded music suffered painful retreats. The crowds also grew more sparse at many sporting events and leading theme parks. Among all popular forms of escape, only motion pictures have been attracting larger audiences.

There's an obvious explanation for this exceptional success, though few pop culture potentates deign to cite it. Movies have re-connected with a mass audience by offering more family friendly alternatives – finally following advice that I (and others) provided more than a decade ago. My 1992 book "Hollywood vs. America" compiled statistics proving that "R-rated," adults-only movies attracted smaller audiences and lower profits than "G" or "PG-rated" general audience material.

The most dramatic audience decline in movie history – 2 billion annual admissions down to 920 million annual admissions – occurred between 1960 and 1970, at precisely the moment that Hollywood eliminated the restrictive old "Production Code" and opened floodgates to graphic sex, harsh language and intense violence. There is simply no other reason that this decade – more than 10 years after the advent of television – would witness the national movie audience cut in half.

Hollywood's recent de-emphasis on R-rated fare has helped to win back some of the skeptical, disillusioned American families who fled from motion pictures some 30 years ago. Nearly all releases that have led the way at the box office in 2002 have been, in one sense or another, family oriented – including "Harry Potter" and "Lord of the Rings" (profitable carry-overs from 2001), "Spider-Man," "Star Wars Episode 2," "Ice Age," "Scooby-Doo" (despite its unspeakably low quality) and, most recently, "Lilo & Stitch." This follows the extraordinary success of kid-friendly fare in 2001, when five different titles ("Shrek," "Monsters, Inc." "Spy Kids," "The Princess Diaries" and "Harry Potter") each earned more than $100 million at the box office.

Later this summer, "Spy Kids 2," "Stuart Little II" and other releases will try to tempt family audiences. We have come a long way, in other words, from the days when the summer provided only one or two kiddie-oriented animated features in a welter of edgy offerings aimed at hormone-addled teenagers.

This doesn't mean Hollywood has suddenly embraced traditional values, but it does suggest an attempt to serve a broader, middle-American audience – including, even, middle-aged parents. Such movie industry efforts stand in contrast to other forms of entertainment – where television, magazines, concerts and recorded music all seem smuttier, grittier than ever before. Among the general decline in consumer book sales (down 5.6 percent), only one category showed notable growth: religious books (up 2.4 percent).

In the midst of all the gloating and self-congratulation about its current success, it's important that Hollywood understands the reasons for the mystifying turnaround. Without such understanding, the healthy trends of the moment may prove fleeting and reversible – and sullen filmgoers may feel frustrated once again about the absence of entertainment that reflects – or even respects – the traditional values that most Americans still share.

From the article:There's an obvious explanation for this exceptional success, though few pop culture potentates deign to cite it. Movies have re-connected with a mass audience by offering more family friendly alternatives – finally following advice that I (and others) provided more than a decade ago. My 1992 book "Hollywood vs. America" compiled statistics proving that "R-rated," adults-only movies attracted smaller audiences and lower profits than "G" or "PG-rated" general audience material. The most dramatic audience decline in movie history – 2 billion annual admissions down to 920 million annual admissions – occurred between 1960 and 1970, at precisely the moment that Hollywood eliminated the restrictive old "Production Code" and opened floodgates to graphic sex, harsh language and intense violence. There is simply no other reason that this decade – more than 10 years after the advent of television – would witness the national movie audience cut in half.

Surprise, surprise. Values are good for profits apparently. Spread the word. Maybe next they will discover that having children is good for the economy. Like between '46 and '69. Anyone remember?

I'll buy that. So far we, as a family (me, wife, eleven year old), have gone out to but a single movie. And believe me, it wasn't some edgy thriller or slasher flick. It was "The Count of Monte Cristo."

The hero was a good guy, the villains were bad guys. The hero, for those of you who haven't read the book, doesn't even do in the villains by his own hand, he merely arranges situations where their evil tendencies get the better of them, and voila.

Of course, the Count was French, so it did have that as a downside. But every movie can't be perfect!

After years of avoiding the theatre, I have had a great time this year. Of course, LOTR had a lot to do with that! After the keen pleasure of that movie, I sorta got into the habit. Just watched Star Wars again, and it was actually much better the second time. Spider Man was terrific fun, and I hope people didn't miss "Rookie"--which was actually rated G!! I'm waiting for Men in Black next week, and counting down to December 18 when the Two Towers comes out.

It's more than the R business...movies in past years weren't simply bad, they were downright assaulting on the heart. They left you feeling hopeless and miserable, "for art's sake/" The #1 all-time "I hate it" movie for me is "American Beauty"--didn't even finish watching it in the theatres. It was insulting to humanity...naturally, it won Best Picture.

There have been many horrible movies that seem to delight in inflicting unedifying pain on people. Some are "The Piano" and "Passage to India" and "Out of Africa." Your nominee "American Beauty" was insulting, depressing, and bad, like a student movie with a huge budget. So many movies either reprent self-loathing, loathing of America, or extreme self-pity for women. "The Handmaiden" was another bucket of slop. Somebody stop me - there are so many to name.

The #1 all-time "I hate it" movie for me is "American Beauty"--didn't even finish watching it in the theatres. It was insulting to humanity...naturally, it won Best Picture.

I walked out on that one too. Absolutely hated it.

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