Cinema United released its 2025 update to its annual “Strength of Theatrical Exhibition” report, highlighting what it sees as encouraging trends in moviegoing. The report leads with the finding that Gen Z moviegoers have increased the frequency of visiting their local theatres by 25% in the past year.
Customers are also increasing their adoption of cinema loyalty programs, with a 15% jump in participation from 2024 to 2025. The number of “habitual moviegoers” increased by 8%, defined as a person who sees six or more movies per year at the theatre.
The report’s positive outlook was welcomed, amid the heightened anxiety many in the industry are feeling over the potential sale of Warner Bros., a major supplier of new movies to theatres.
Cinema United’s report uses data from an annual consumer survey conducted by National Research Group (NRG), entitled “Gen Alpha at the Movies: From Pixels to Popcorn.” Gen Z’s 25% increase in moviegoing was the largest of any age group, pointing to a long-term customer base for theatres.
Exhibition’s increased spending on theatre amenities and infrastructure has also been well-received by younger moviegoers. Overall, 77% of Americans between the ages of 12 and 74 saw at least one movie during the year, representing 200 million individuals. 135 million participated in cinema loyalty plans such as AMC’s A-List or Cinemark’s Movie Club.
