In Hollywood they don’t clarify. When they have finally gotten that 99% of films are aimed at an audience in full puberty, they realize that those who have more than 40 years will also film. Barely a decade, an action movie with a cast of stars for more than 50 years ago would have been unthinkable. It is not something Sofar would like to discuss. But the mercenaries (Stallone, Statham, Jet Li and Arnold Schwarzenegger) and network (Bruce Willis, Morgan Freeman, John Malkovich and Helen Mirren) is making change of opinion to the directors of studies. These two films have swelled more than 200 M$ only in USA for 2011 arrive, reinforcing this trend, films such as Cowboys and Aliens with stars such as Daniel Craig (42 years) and Harrison Ford (68 years), and the fourth installment of mission impossible, with a Tom Cruise that already is 48 years old. Although this propensity as a radical twist on the hearings cannot be considered, yes you can see that the studies they are taking positions before a change in the industry. Young people increasingly see more movies but less going to the cinema, while the generation that is now in their 40? s and 50? s, they are those who grew up in theaters and they still come to the rooms. Chris Fenton, producer H2F also believes that the studios are adjusting towards more mature audiences. Of the 15 projects in which his company was involved last year, a third had a target of more than 40 years. A 2009 of the Motion Picture Association survey shows that the public of more than 40 represents 37% of the total audience in the USA and purchased 32% of entries, comparing it with the children of 24, which represent 47% of the entries, and those between 25 and 39 years, that only are 20 %the importance that this demographic is becoming better understood.