Click to Skip Ad
Closing in...
Steve Carell Redefined His Career By Surprising Everyone in 'Foxcatcher' Steve Carell Redefined His Career By Surprising Everyone in 'Foxcatcher' Watch: Ellar Coltrane on the 'Brutal' Experience of Watching 'Boyhood' After Living It Watch: Ellar Coltrane on the 'Brutal' Experience of Watching 'Boyhood' After Living It Mortem Tyldum Explains Why Alan Turing Was the Right Subject For His First English-Language Film Mortem Tyldum Explains Why Alan Turing Was the Right Subject For His First English-Language Film Why Richard Linklater’s ‘Boyhood’ is a Great, Unexpected Awards Season Frontrunner Why Richard Linklater’s ‘Boyhood’ is a Great, Unexpected Awards Season Frontrunner Watch: Patricia Arquette on Stripping Away Ego to Get to the Heart of 'Boyhood' 
Watch: Patricia Arquette on Stripping Away Ego to Get to the Heart of 'Boyhood' 'Whiplash' Breakout Miles Teller Has Officially Arrived 'Whiplash' Breakout Miles Teller Has Officially Arrived Michael Keaton Dug Deep to Deliver the Best Performance of His Career in 'Birdman' Michael Keaton Dug Deep to Deliver the Best Performance of His Career in 'Birdman' Mark Ruffalo Explains Why Dave Schultz Was One of the Most Complex Characters He's Ever Played Mark Ruffalo Explains Why Dave Schultz Was One of the Most Complex Characters He's Ever Played Keira Knightley on 'The Imitation Game' and Why Awards Matter Keira Knightley on 'The Imitation Game' and Why Awards Matter Katherine Waterston On the Good and Bad of Working With Paul Thomas Anderson Katherine Waterston On the Good and Bad of Working With Paul Thomas Anderson Emma Stone Proved She Can Do It All in 2014 Emma Stone Proved She Can Do It All in 2014 Jon Stewart is Off to a Strong Start with Directorial Debut 'Rosewater' Jon Stewart is Off to a Strong Start with Directorial Debut 'Rosewater' Awards Spotlight: Don't Be Surprised When J.K. Simmons Takes Home Oscar Awards Spotlight: Don't Be Surprised When J.K. Simmons Takes Home Oscar Jessica Chastain Proved She's a Total Chameleon in 2014 Jessica Chastain Proved She's a Total Chameleon in 2014 Laura Poitras on 'CITIZENFOUR,' The Most Dangerous Work She's Ever Done Laura Poitras on 'CITIZENFOUR,' The Most Dangerous Work She's Ever Done Jake Gyllenhaal On Doing Very Bad Things in 'Nightcrawler' Jake Gyllenhaal On Doing Very Bad Things in 'Nightcrawler' Channing Tatum Explains Why It Took Him Eight Years to Have the ‘Balls’ for ‘Foxcatcher’ Channing Tatum Explains Why It Took Him Eight Years to Have the ‘Balls’ for ‘Foxcatcher’ Ethan Hawke Didn't Know That Richard Linklater Would Bring 'Boyhood' Home So Well Ethan Hawke Didn't Know That Richard Linklater Would Bring 'Boyhood' Home So Well Jack O'Connell Explains What It’s Like to Work For Angelina Jolie Jack O'Connell Explains What It’s Like to Work For Angelina Jolie 'Red Army' Director Gabe Polsky Reveals the Story of Soviet Hockey 'Red Army' Director Gabe Polsky Reveals the Story of Soviet Hockey How Felicity Jones is Getting Noticed This Awards Season How Felicity Jones is Getting Noticed This Awards Season Edward Norton Goes Full-Blown For Alejandro González Iñárritu in 'Birdman' Edward Norton Goes Full-Blown For Alejandro González Iñárritu in 'Birdman' How Eddie Redmayne Transformed His Body and Mind to Become Stephen Hawking How Eddie Redmayne Transformed His Body and Mind to Become Stephen Hawking Oscar Isaac Explains How 'A Most Violent Year' Fits With His Other Roles Oscar Isaac Explains How 'A Most Violent Year' Fits With His Other Roles Timothy Spall Almost Went Mad to Play 'Mr. Turner' For Mike Leigh Timothy Spall Almost Went Mad to Play 'Mr. Turner' For Mike Leigh 'Gone Girl' Composer Atticus Ross: How to Write a Score Without Seeing the Film 'Gone Girl' Composer Atticus Ross: How to Write a Score Without Seeing the Film How to Play James Brown, By Chadwick Boseman: Study the Man, Listen to Drake How to Play James Brown, By Chadwick Boseman: Study the Man, Listen to Drake Chris Rock on Why Making 'Top Five' Was a No-Brainer Chris Rock on Why Making 'Top Five' Was a No-Brainer Steve James and Chaz Ebert Tackled 'Life Itself' Steve James and Chaz Ebert Tackled 'Life Itself' Bennett Miller Explains Why He Had to Make 'Foxcatcher' Bennett Miller Explains Why He Had to Make 'Foxcatcher' How Do You Roll Six Movies Into One? 'Wild Tales' Director Damian Szifron Explains How Do You Roll Six Movies Into One? 'Wild Tales' Director Damian Szifron Explains How Rosario Dawson Stole the Show From Chris Rock in 'Top Five' How Rosario Dawson Stole the Show From Chris Rock in 'Top Five' Alan Hicks: From Drummer-Surfer to Oscar-Shortlist Filmmaker Alan Hicks: From Drummer-Surfer to Oscar-Shortlist Filmmaker Alejandro González Iñárritu: 'Birdman' Could Have Been 'so wrong' Alejandro González Iñárritu: 'Birdman' Could Have Been 'so wrong' Amir Bar-Lev Likes to Make People a Little Uncomfortable Amir Bar-Lev Likes to Make People a Little Uncomfortable

Attention Filmmakers, Writers and Photographers: Capture the 60+ Generation and Win Cash

The underserving of the over-60 moviegoer has become a film industry truism. And yet -- it's an audience largely responsible for keeping indie film alive. (Just ask Tom Bernard and Michael Barker at Sony Pictures Classics.) It's a growing audience: According to a Motion Picture Association of America report, the 60+ age group bought more tickets in 2011 -- 170.2 million -- than they did in 2010. And we're in the Academy season, which means the over-60s wield tremendous power: After all, they comprise the majority of Academy voters. And yet, there's always shock, shock! expressed when a movie customized to those audiences make massive bank, like this year's "The Best Exotic Marigold Hotel" ($10 million budget, $134 million box office). So we were interested when Heineken approached us with the idea of exploring the 60+ generation. Over the next 10 weeks Steve Greene, Criticwire's assistant editor, will take a closer look at how the over-60 audience is served by the movies made for them as well as profiling the actors and filmmakers who are their peers. And starting today, Heineken is sponsoring an Open Innovation Challenge, "Capture the 60+ Generation," which reaches out to creative communities who want to film, photograph or write their observations on the lifestyles and preferences of the 60+ age group. And there’s a total of $10,000 in cash prizes, with $5,000 as the top prize. Full details are available here, but here’s the basics:
0
Heineken 60+ Promo

The underserving of the over-60 moviegoer has become a film industry truism.

And yet -- it's an audience largely responsible for keeping indie film alive. (Just ask Tom Bernard and Michael Barker at Sony Pictures Classics.) It's a growing audience: According to a Motion Picture Association of America report, the 60+ age group bought more tickets in 2011 -- 170.2 million -- than they did in 2010. And we're in the Academy season, which means the over-60s wield tremendous power: After all, they comprise the majority of Academy voters.

And yet, there's always shock, shock! expressed when a movie customized to those audiences make massive bank, like this year's "The Best Exotic Marigold Hotel" ($10 million budget, $134 million box office).

So we were interested when Heineken approached us with the idea of exploring the 60+ generation. Over the next 10 weeks Steve Greene, Criticwire's assistant editor, will take a closer look at how the over-60 audience is served by the movies made for them as well as profiling the actors and filmmakers who are their peers.  

And starting today, Heineken is sponsoring an Open Innovation Challenge, "Capture the 60+ Generation," which reaches out to creative communities who want to film, photograph or write their observations on the lifestyles and preferences of the 60+ age group. And there’s a total of $10,000 in cash prizes, with $5,000 as the top prize.

Full details are available here, but here’s the basics:


Start filming, photographing or writing your observations on what makes the 60+ generation tick. What do they love to eat and drink? When and where do they socialize? How is this different to 20 years ago? And the big question: What could this mean for beer?


"Grumpy Old Men" director Donald Petrie will oversee a jury of filmmakers and photographers, along with two reps from Heineken, in judging the entries. Submission deadline is February 28; the winners will be announced March 29.

For more information, click on the videos below and log on to Ideas Brewery.
 

This article is related to: Heineken 60+ Challenge






Check out Indiewire on LockerDome on LockerDome



Awards Season Spotlight

Contender Conversations

Indiewire celebrates the best and brightest from Independent film, Hollywood, and foreign cinema.

More