In this audience evolution report, we look at which moviegoers took a second chance on Mamma Mia: Here We Go Again! Some interesting takeaways include: 

• Over it’s run, Mamma Mia: Here We Go Again! played best to older women, with its lifetime audience most similar to movies like Book Club, Ricki and the Flash (also starring Meryl Streep) and The Intern.
• However, younger women did outperform on opening night (a time usually dominated by fan boys generally) although they ceded this ground to older women precipitously over the opening weekend, even as the 50+ crowd dramatically rose. This saw the average age grow from 37.8 years on opening night to 46.3 years for the entire opening weekend.
• More than 1 in 4 visits on the opening day contained 2+ tickets, suggesting not only group visits but family visits too. Unlike movies like Wonder Woman or Ocean’s 8, where the second weekend’s share of transactions with 2+ tickets actually exceeded the first weekend’s, Mamma Mia: Here We Go Again! saw no resurgence and the group size dropped almost in a straight line from the opening weekend.
• Perhaps because it attracted an older crowd or because this crowd spend more time watching musicals in live theater, the audience for Mamma Mia: Here We Go Again! contained a larger than average number of infrequent moviegoers, particularly after opening weekend.