Who said kids aren’t interested in movies anymore? According to the National Association of Movie Theater Owners’ new report, “The Power of Theatrical Movie Watching,” Generation Z remains passionate about movies: Among 10- to 24-year-olds, going to a movie on the weekend was the No. 1 favorite activity, Regardless. Of time and money. The report looks at several metrics that show how popular audiences are at movies: consumer enthusiasm, market investment, loyalty growth, more movies in theaters, and a broader mix of genres with something for everyone.
Highlights of the report include the fact that 85% of moviegoers plan to go to the movies in 2025 at the same rate or more than they did in 2024. Likewise, 72% of those surveyed in 14 countries said they would go to movie theaters “more often.” Or “the same” as six months ago. 76% of Americans ages 12 to 74 saw at least one movie at the theater this year, and loyalty programs saw a 12% jump in new signups from 2023 to 2024.
Gen Z moviegoers are more active than any other group, with 90% of females and 89% of males going to at least one movie a year, according to NRG – although males listed movies as their second favorite activity, after video games.
At the same time, the report notes that Hispanic moviegoers remain strong supporters of going to the movies, and are 11% more likely to prefer seeing a movie on the weekend than the general moviegoing public. 27% of Hispanic moviegoers attend six or more movies a year.
NATO also expects that next year will see more films released in 2,000 or more locations in the United States, rising from about 95 films in 2024 to 110 films in 2025. Many will be seen on larger screens, with an increase in format screens. Large by 37%. The world is different from what it was five years ago.
“Every week, the success or failure of filmed entertainment is judged by its box office. This inherited tradition does not paint a complete picture of the strength of the industry nor the show,” said NATO President Michael O’Leary. “To measure the true viability of a theatrical show, you must Look beyond the weekly numbers. In this report, with the help of multiple research partners, we establish five metrics to determine the strength of the exhibition industry that influences it alongside box office.
NATO also noted that theater owners have committed to spending more than $2.2 billion over the next three years on improving sound, projection and other areas.
