NATO Report Goes Beyond Box Office to Assess Strength of Theatrical Exhibition

variety.com:

Lauren Coates Who said kids weren’t interested in movies anymore? According to the National Association of Theatre Owners’ new report “The Strength of Theatrical Moviegoing,” Gen Z remains enthusiastic about movies: 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 looks at several metrics that show audiences’ embrace of moviegoing: consumer enthusiasm, investment in the marketplace, loyalty growth, more movies in theaters, and a wider genre mix with something for everyone.

Highlights of the report include the fact that 85% of moviegoers plan to go to the movies in 2025 as often or more often than they did in 2024.

Similarly, 72% of those surveyed across 14 countries said they’re going to cinemas “more” or “the same” as six months ago. 76% of Americans 12-74 saw at least one movie in a theater this year, with loyalty programs seeing a 12% jump in new subscriptions from 2023 to 2024.