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Gen Z Powers Moviegoing
Cinema!
Gen Z has become the largest share of the moviegoing audience… and they have a wide range of tastes for what they get out of the house to see.
The Big Picture: The theatrical industry has slowly been clawing its way back since near-extinction during COVID. It was looking grim for theaters as the pandemic kept people indoors, and streaming, video games, and short-form content seemed to capture all the attention. But once the world opened up, so did young people’s desire to be in it… fueling demand for IRL, communal, and cultural experiences.
Behind The Box Office: Gen Z may love their smartphones… but they’re more than happy to put them away for the big screen.
Analytics firm Comscore reports Gen Z now makes up 39% of the North American audience (up from 34% in 2019), while trade organization Cinema United says attendance grew by 25% over the past year.
Gen Z likes to go in groups, and roughly 40% buy tickets in advance.
They also prefer IP that speaks to them, typically in the anime (KPop Demon Hunters), videogame (Minecraft), family-friendly (Zootopia 2, Lilo & Stitch), and horror (Sinners, Scream 7) genres.
But there’s a large contingent that’s heavily involved on Letterboxd, so that’s boosting grosses for Oscar contenders like Marty Supreme, Sentimental Value, and The Secret Agent.
Closing Credits: The growth in Gen Z moviegoing is significant, especially as older Americans going to the movies is declining, per Pew Research. For young people, that interest in moviegoing is supercharged by a desire to be part of the cultural conversation that’s happening online (no one likes spoilers!) and a social scene that’s now far less defined by drinking and partying. Additionally, there’s now an ecosystem of making content around movies and shows, including memes and fan-made edits called “fancams.”
The modern theater trip feeds FOMO in a way no algorithm can.
Next Showing: With Gen Z increasingly going to the movies and a theatrical release proving to be the best form of marketing, expect every studio to keep their movies in theaters longer. Universal just announced it’s doing so.
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PARTNERSHIPS | COMMUNITY | PODCAST | FRIENDS
Today’s email was written by David Vendrell.
Edited, Polled, and Copy-edited by Nick Comney.
Published by Darline Salazar.