Quentin Tarantino's love letter to Hollywood, Once Upon a Time in Hollywood, was a surprise hit at the box office this summer. It is Tarantino's biggest box office opening of his career, with a $180M worldwide haul so far, placing the movie in the current top 15 of 2019. In our latest Audience Evolution Report, we find out which moviegoers were keen to be transported back to 1960's Hollywood. Some key insights:

• Once Upon a Time in Hollywood drew an overwhelmingly male audience, with a 71% male / 29% female attendance split on opening night, leveling out to 60% male / 40% female across the first three weeks of release.
• Director Quentin Tarantino’s (supposedly) penultimate film attracted noticeably higher attendance from moviegoers aged 66 and older, with this group comprising 15.4% of the audience to date compared to an average of only 10.6% across all titles. These audience members would have been teenagers or young adults in 1969 at the time of the film’s setting and would likely remember the impressionable events upon which the story is based.
• Audiences for Once Upon a Time in Hollywood appear to enjoy a wide variety of theatrical fare, with our Similarity Algorithm identifying the largest audience overlap shared with titles from genres ranging from biopics (Rocketman, Black Mass) to action (Baby Driver) to black comedy (The Nice Guys) to indie drama (Three Billboards).