Orr said that theatre owners were surprised by just how broad the audiences were and reported seeing some ticket buyers decked out in character costumes for the movie. According to exit polls, 59% of the audience was male and 45% were between the ages of 18 and 34.
With an R-rating, “Air,” starring Matt Damon, Viola Davis and Affleck, was a bit of adult-targeted counter programming to the “Mario” juggernaut. Reviews were glowing for the film which debuted as a surprise screening at the South by Southwest Film Festival last month, helping to bolster buzz. Audiences were 55% male and 39% over the age of 45.Article content
“Air” is the first film from Affleck and Damon’s new company Artists Equity which was formed last year in partnership with RedBird Capital. In limited release, Kelly Reichardt’s art-centric “ Showing Up,” with Michelle Williams and Hong Chau, also bowed on four screens, grossing $66,932.
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