Seal denotes films with “strong appeal for the 50+ demographic”
AARP — that grey-at-the-temples nonprofit that advocates for folks of a certain age — is has announced its Movies for Grownups Seal, an endorsement of films that “have a special appeal” for audience members who are 50 years old or more (happy birthday, Michelle Obama!).
According to its Friday release, an editorial team from the AARP will dedicate hundreds of hours each year screening eligible movies to discover what's seal-worthy. The mark is an extension of the AARP's “Movies for Grownups” franchise, which was launched in the org's magazine in 2002, and features weekly film reviews, a radio show, YouTube programming and awards.
Their inaugural pick: Paramount Pictures’ “Jack Ryan: Shadow Recruit,” which opens this weekend and stars Chris Pine — who at age 33 is not AARP eligible — and director Kenneth Branagh, who is, at 53.
As for the weekend's other releases, it's kind of obvious why “The Nut Job” didn't earn the seal; less clear why “Ride Along” did not. Maybe 34-year old Kevin Hart and 44-year-old Ice Cube need more seasoning?
Ah, here's the answer:
“Returning the beloved Tom Clancy character of Jack Ryan to the big screen, the film features performances by 50+ talents including director and co-star Sir Kenneth Branagh and co-star Kevin Costner,” said AARP SVP and Editorial Director Media Myrna Blyth. “We believe the film will hold strong appeal for the 50+ demographic, which is responsible for one in four of all opening weekend ticket sales.”
Paramount seemed pleased to get the wrinkled thumbs-up.
“We are thrilled to be the very first picture to receive this seal of approval on behalf of such an important and discerning audience of adult filmgoers represented by AARP,” said LeeAnne Stables, the studio's EVP of worldwide marketing partnerships. “The combination of this suspenseful thriller and the talents of Chris Pine, Kevin Costner and director Kenneth Branagh is something moviegoers of all ages will appreciate.”