The post-pandemic era has brought many changes to the domestic box office, from shrinking release windows to the rise of luxury moviegoing, including the importance of premium large-format screenings and luxury seating with the option for a full dine-in experience.
Another change has been a geographical shift to the sun-belt states, with tremendous growth in the Dallas-Fort Worth market. DFW has risen to now stand as the third largest DMA (Designated Market Area) for moviegoing in the U.S., after perennial top markets New York and Los Angeles. This Texas metropolis made up 3% of the domestic box office in 2023 and is on track to increase its market share again in 2024.
Of course, Dallas has had its fair share of movie theatres for over 100 years, dating back to 1910. However, it was the last major U.S. market to hold onto its film censorship board, finally winding down in 1993. This gave the city a reputation for being wary of the movies coming out of Hollywood and therefore less than ideal for exhibitors.
Starting in the mid-90s, the pace of new theatre builds increased, from art house circuits such as the Angelika Film Center and Violet Crown Cinemas to mainstream multiplexes such as Cinemark, which is based in Dallas and the third largest exhibitor in the county. By 2018, Dallas had become the fifth largest box office market in the U.S. Dallas’ prominence grew further during the pandemic, since it was one of the first major markets to reopen its theatres, well before Chicago (#3) and San Francisco (#4).
It is also interesting to note the types of movies that do well in the Lone Star state. Comscore data indicates that in the Dallas market Action, Faith-Based, Family, and Bollywood titles overperform the nation whereas Art House and Dramas underperform. Many see this as reflecting the long-term direction of moviegoing overall, rather than a peculiarity of Dallas. With more new builds and a growing Dine-In scene, Dallas is positioned as a leader in the U.S. theatrical marketplace.
