Still Checking Out Others Checking In

Over the weekend I saw The Best Exotic Marigold Hotel.  The plot has seven elderly British citizens--played by well-known names like Maggie Smith, Tom Wilkinson, Bill Nighy and Judi Dench--trying to change their lives by moving to a spot in India run by a young man who's trying to prove himself to his family.  Much of the comedy is fish-out-of-water, West meets East sort of stuff.  It's charming if a bit pat--hard not to paint in broad strokes when you've got eight lead characters, each with a separate arc.

What was remarkable, however, was that the theatre was fairly packed.  True, the film has only been playing art houses, but it's now in its third month.  Most films these days are played out after a few weeks.  This is truly an old-fashioned hit, built by word of mouth--and a hit it is, costing $10 million and grossing $130 million worldwide so far. It's also old-fashioned in another sense--fashioned for old people.  Not too many films are about the problems retirees face.

Of course, the reason you don't see too many films like this is that young people go to movies in greater numbers.  Older people usually have to hear about a film from several friends before they'll check it out, which doesn't work too well for studios who want instant gratification in grosses.  Will they learn something from the more slow-burning success of Marigold Hotel?  Don't hold your breath.