The many gasps that met the $100m-plus box office total for 2018’s Book Club were not quite shared by all. The film, a frothy comedy led by four women over the age of 65, might have been an outlier at the time but it proved that once again, when smartly catered to, underserved audiences will come out en masse, a more inevitable result than many seem to think. When Bridesmaids proved this with younger women back in 2011, the industry was lethargic in its response, a wave of adjacent green lights failing to come as expected but Book Club had an instant impact, a string of grey-hued imitators in its wake.
But luck ran out a little faster than expected. Jane Fonda’s 80 for Brady and Diane Keaton’s Poms both fizzled upon release before even a Book Club sequel couldn’t lure audiences out, making less than a third of what its predecessor made. The reluctance of some older cinemagoers to return to the cinema as a result of the pandemic was an issue but so was positioning – nothing felt like an event compared with Book Club – and quality – nothing felt quite as sparky as it either. Keaton, who recently travelled to the UK for a British spin on the formula with Arthur’s Whisky, is trying her luck again with Summer Camp, a similarly lightweight tale of underused older female actors having fun on a bigger stage than they have become accustomed to.
