Making A Play For Older Voters (And Moviegoers)

carpetbagger.blogs.nytimes.com:

BEVERLY HILLS, Calif. - Eleven years ago, editors at the AARP magazine entered Hollywood's awards fray with the Movies for Grownups Awards. The idea was to give AARP a bigger presence in the film capital while working to change the image of aging, one of the organization's principal goals.

It was tough going, to say the least. As recently as 2007, AARP the Magazine was thrilled to get a dog to walk its red carpet. The collie who starred in a little-seen remake of "Lassie" arrived to accept the prize - a golden lounge chair - for the Best Movie for Grownups Who Refuse to Grow Up.

Read the whole story: carpetbagger.blogs.nytimes.com