african american christmas
'Star Wars' Box Office: "People Are Seeing It Three and Four Times”

Really interesting break down of how repeat viewings and broadening demographics are fueling ‘TFA’s box office domination. Opening weekend the audience was 67% male, that dropped to 62% in its second week. Racial diversity increased as well, “initially 63 percent of ticket buyers were Caucasian, followed by Hispanics (12 percent) and African-Americans (10 percent). Over Christmas weekend, those numbers changed to 57 percent, 15 percent and 11 percent, respectively.”

I saw it again in large format IMAX this weekend. So worth it.