By A recent report from the National Association of Theatre Owners (the other NATO) titled “The Strength of Theatrical Moviegoing” has pushed back against the idea that Gen Z (ie. those born this millenium) don’t go to movies.
The report indicates that among 10-24 year-olds, going to see a movie on opening weekend was the #1 preferred activity – regardless of time and money.
The report says 85% of moviegoers plan to go to the movies in 2025 as often or more often than they did in 2024. 76% of Americans aged 12-74 saw at least one movie in a theater this year.
Gen Z were the most active of any group, with 90% of females and 89% of males going to at least one movie a year – though males listed video games as their top activity over movies.
NATO projects that next year will see more films released in over 2,000 locations or more in the U.S. – jumping from 95 this year to 110 next year. Loyalty programs also reportedly saw a 12% jump in new subscriptions from 2023 to 2024.
Theater owners have reportedly committed to spending more than $2.2 billion over the next three years on improvements in sound, projection and other areas.
Source: Variety
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