Movie theater trends are constantly evolving as movies have been a popular form of entertainment in the United States since the late 19th century. Now, in the modern era with technology advancing more quickly than ever before, movie theaters have drastically changed–and with them, so too has the way we consumers go to and experience the cinema.
To examine current behaviors and attitudes towards modern movie theater attendance, the Cognitive Sciences team here at AnalyticsIQ facilitated a survey of U.S. adults to get a better look at when people are going to the theaters, what sort of movies they are going to see, other purchases they might make while at the theaters, and more.
Let’s dig into the data!
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Movie Theater Trends: Attendance
Despite the explosion of streaming services in recent years, people are still going out to the theaters with 53% of US adults reported to have gone to see a movie in theaters during the last six months. This steady flow is not only unsurprising, but also indicative that, despite the introduction of popular streaming services like Hulu and Netflix, people still seek out blockbusters and other big box office hits on the big screen.
Amongst these individuals heading out to the theaters, our researchers found that younger generations—specifically Gen Z and Millennials—went to the cinema more frequently than older generations. This finding serves to highlight that, despite the rise in available streaming services, younger consumers still enjoy the immersive experience the cinema offers.
Additionally, our team found that males are far more likely to go to the cinema as compared to their female counterparts. This trend may be driven by genre preferences or marketing strategies tailored toward male audiences, but it also speaks to broader behavioral patterns that are worth exploring further.
Movie Theater Trends: Snacks and Concessions
No trip to the movies is complete without indulging in some classic theater snacks. Our survey found that a whopping 72% of individuals who recently went to the movies in the last six months purchased some sort of beverage while at the theaters and an impressive 52% of movie goers purchased a food item. It should come as no surprise that popcorn still remains a popular choice with 68% of movie-goers opting for this iconic snack.
Movie Theater Trends: Genre
When it comes to genre preferences, action and comedy are the two most popular genres seen at the movie theaters. Our research survey found that 41% of moviegoers went to see an action movie while 37% went to the theaters to see a comedy movie.
These genre trends reflect the continued draw of high-energy, feel-good films that capitalize on the unique strengths of the theater environment.
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Discover More!
Interested in learning more about the unique qualities, usage behaviors, and perception of moviegoers? Download the full report here to gain access to all these amazing insights and more!