In the realm of cinema, older moviegoers have traditionally been painted as discerning connoisseurs who prefer the solace of their homes over the bustling theater crowds, reserving their cinematic experiences for a later date, if at all. However, the era of streaming has further entrenched this notion, making it increasingly challenging to coax adults aged 45 and above back into the theater fold. Nevertheless, in the ever-unpredictable world of Hollywood, exceptions emerge, and Sony’s “The Equalizer 3” stands as a testament to the enduring star power of the venerable Denzel Washington, now at the age of 68.
This cinematic gem, reuniting Washington with the visionary filmmaker Antoine Fuqua, defies convention by delivering an opening weekend box office performance that left industry pundits in awe. Over the Labor Day weekend, it triumphantly grossed an astounding $42.8 million domestically—a near-record-breaking feat for the four-day holiday, surpassed only by Marvel Studios’ “Shang-Chi and the Legend of the Ten Rings” ($94.7 million), which graced screens two years prior. To put this into perspective, the second-best Labor Day opening to date belonged to 2007’s “Halloween” at $30.6 million (not adjusted for inflation).
What sets “The Equalizer 3” apart, apart from its cinematic excellence, is the remarkable demographic composition of its audience. A staggering 84 percent of ticket buyers were aged 25 and older, an unusual skew in the age distribution. Astonishingly, moviegoers aged 45 and above constituted an impressive 50 percent of all ticket purchasers. Within this demographic, 24 percent fell between the ages of 45 and 54, while 26 percent represented the mature audience aged 55 and beyond, as per the insightful data from the exit polling service PostTrak.
Paul Dergarabedian, the astute box office analyst at Comscore, astutely notes, “Older adults are a discerning and important audience with discretionary income that movie theaters and studios are wise to recognize as a key and integral part of their success now and moving forward.”
This summer, a similar phenomenon unfolded with Disney and Lucasfilm’s “Indiana Jones and the Dial of Destiny,” which also beckoned older consumers. However, despite an impressive opening of $60.4 million over the June 30-July 2 weekend and $83.9 million through July Fourth, the film failed to sustain its momentum, largely due to its hefty $300 million budget. Notably, 42 percent of opening weekend tickets were purchased by individuals aged 45 and above, with 23 percent representing the venerable age group of 55 and older.
Yet, “The Equalizer 3” didn’t stop at defying age demographics; it also radiated with inclusivity. The film resonated deeply with an ethnically diverse audience, with Black moviegoers comprising a substantial 34 percent of all ticket buyers, closely followed by Caucasians (31 percent), Latinos (21 percent), Asians (8 percent), and other ethnicities (6 percent), according to PostTrak.
Moreover, “The Equalizer 3” accomplished a rare balancing act, captivating both genders with 54 percent male and 46 percent female audience composition, a delicate equilibrium that outperformed “Dial of Destiny,” which recorded a split of 58 percent male and 42 percent female viewership.
What truly cements “The Equalizer 3” as a cinematic phenomenon is its accolade of an A CinemaScore from audiences. This remarkable achievement not only propelled domestic summer revenue past the $4 billion mark for the first time in the post-pandemic era but also marked the franchise’s best opening in North America.
To appreciate the magnitude of this achievement, one must consider that the inaugural “Equalizer” film opened domestically with $34.1 million, followed by $36 million for its sequel, without adjusting for inflation. “The Equalizer 3,” co-financed by TSG and Eagle Pictures, defied the odds, achieving this remarkable feat even as Denzel Washington’s promotional efforts were hampered due to the actor’s strike.
In a landscape where youth often dominates, “The Equalizer 3” reminds us that the ageless charisma of a star like Denzel Washington transcends demographics and appeals to a broad spectrum of moviegoers. As Paul Dergarabedian aptly puts it, “Washington’s name alone is a brand that inspires confidence, trust, and goodwill with audiences, and that’s money in the bank.”
