‘Matrix’ Casts Very Wide Net

The progression of “Matrix” from hit movie to pop-culture event happened almost overnight and is a rare instance of a film that moves quickly from a younger to an older audience.

“It’s becoming a ‘dream’ movie,” says the film’s producer Joel Silver, “a four-quadrant movie [older and younger, male and female]. That’s the Holy Grail, a movie that gets everybody. We all try for that and sometimes end up with nobody.”

The phenomenon is similar to last year’s “There’s Something About Mary”--though “Matrix” moved up the demographic ladder even faster. By its second week, the film was attracting older filmgoers and women, not the usual audience for sci-fi action. “Matrix’s” stylized look, cutting-edge effects and virtual-reality musings turned out to have more crossover appeal than anyone thought--the proverbial right movie at the right time.

The Wachowski Brothers’ hip sci-fi/martial-arts effects-laden film immediately struck at its core of young males around the age of 25, says Warner Bros. distribution chief Dan Fellman. Having captured its primary target, the studio was prepared for a successful run.

Expectations rose as “Matrix” quickly moved beyond young males. The film debuted on the Wednesday before Easter weekend to $4.8 million, and then repeated that number on Thursday. There was always the chance that by Friday grosses would start to level out since young males are usually the first in line to see a movie.

On Friday, though, the film more than doubled its opening-day take, indicating that young males were already talking the movie up. By the end of its first week, “Matrix” had grossed $45 million and Fellman was braced for a 35% to 40% drop, which is average even for hit action movies, particularly following a holiday weekend.

But second-weekend grosses fell only 19%. Fellman says he was getting reports of repeat business, a sure sign that a film has become a must-see; remember “Titanic”?

“There were stories of college-age males showing up at the film wearing long black leather coats [which are sported by several of ‘Matrix’s’ central characters],” Fellman said.

Silver meanwhile was getting calls from older male friends who confessed to having seen the film twice already in its first two weeks. Women liked it too. Opening numbers had already been strong gender-wise for an action film--55% male and 45% female. By Week 2 it was edging toward 50/50, according to Warner Bros.

Adults, fed by word of mouth, reviews and stories in the press, were showing up and, especially on weekends, bringing their kids under 17, who require a parent to gain admission. (Of course, like “Mary,” young teens often buy tickets for PG films and then sneak into R-rated ones.)

“The reviews and feature stories koshered the movie for adults,” says Fellman.

As a result “Matrix” is tracking as good or better than “Liar, Liar,” the Jim Carrey comedy that opened to similar business two years ago. “Liar, Liar” ended up with nearly $180 million. After the first weekend, “Matrix” looked to be a $125-million movie. “Matrix” ended its second full week at $77 million, indicating that $150 million is almost certain, with $175 million or more a real possibility.

“Matrix” has a relatively open field through May 19, when the tsunami known as “Star Wars: Episode I--The Phantom Menace” hits the U.S. shores.