Earlier this week, the results of a new survey were released that contains encouraging data on the health of independently-owned, art house movie theatres. The survey of 27,000 moviegoers was conducted by Art House Convergence, timed for release at the opening of their annual conference in Chicago. It posed questions on the frequency of moviegoing and experience when visiting their preferred, independently-owned movie theatre. The results indicate a strong recovery of this sector of exhibition, powered by a more youthful demographic.
More than 70% of responders said that their preferred theatre is “very” or “extremely” valuable to their quality of life, with 43% saying that they had joined this theatre’s membership program. 25% of responders first visited their preferred art house theatre within the last three years, with the average age of those new moviegoers being 11 years younger than the average age of survey responders overall. Rentrak data also shows that 2025 box office revenue at independent theatres has grown by 38% compared 2019.
One example of an art house theatre with expanding revenue is Chicago’s Music Box Theatre, which has outgrossed their pre-pandemic grosses on the strength of creative repertory screenings and other unique events. Those surveyed said that they would visit their preferred theatre more frequently if their programming included more classic films and special programs. The Music Box Theatre has been so successful they have taken the plunge to add a third screen to their Chicago location and acquire a second location in Minnesota. Their success serves as a model for any independent on how to appeal to the modern moviegoer.
