With so much buzz around the release of this genre-bender, we were interested to discover which moviegoers followed through to find out what did happen to Emily. In our latest audience evolution report, we examine the audience across the first four weeks of release, and how they changed during the film's run. Some key insights were:

• In a reversal of the usual pattern, the male proportion of the audience for A Simple Favor increased from opening weekend to week 2.
• Despite the young cast, the film played well with older moviegoers, particularly after opening weekend.
• There was a significant drop in millennial attendance after opening weekend.