A recent study by Fandango has brought positive news for theatre owners. It reveals that Gen Z is now leading cinema attendance growth, despite earlier fears after the Covid-19 pandemic.
For a long time, trade analysts believed younger audiences had shifted to streaming platforms and social media. However, the latest data shows a completely different trend.
According to a survey conducted in the United States with over 7000 adults, 87 percent of Gen Z watched at least one film in theatres last year. This is much higher than Gen X at 70 percent and baby boomers at 58 percent.
The report also highlights that Gen Z is spending more during each theatre visit. They are opting for premium formats like IMAX and spending more on food and beverages.
This behaviour is helping theatres generate higher revenue per visit. It also challenges the belief that younger audiences prefer watching content only on their phones.
Jerramy Hainline, executive vice president of Fandango, addressed this shift. He said that the perception of Gen Z being less interested in theatres is not accurate.
He explained that their engagement with theatrical moviegoing is steadily increasing. The data clearly shows that their interest is growing over time.
Hainline also noted that Gen Z values the shared experience of watching films in theatres. For them, cinema is also a social activity and a place to connect with others.
Although overall theatre attendance has not fully returned to pre Covid levels, Gen Z and millennials are driving recovery. Their presence is helping the theatrical business stay strong.
This trend offers hope for the future of cinema. The return of younger audiences suggests that theatres will continue to remain relevant in the coming years.
