Gen Z Goes to the Movies! Younger Audiences Are Driving the Box Office, Study Shows

For decades, Hollywood closely studied the behavior of adult moviegoers. Today, however, the film industry is paying special attention to a much younger group: Generation Z.

via: Variety

Who says young people don’t go to the movies?

During the pandemic, Hollywood worried that Gen Zers would never get into the habit of going to theaters, preferring streaming on their smartphones instead. But Gen Z is now the most active cinemagoing demographic, attending more films per year than their elders, according to a new Fandango study. They’re also spending more per visit on concessions and on premium format screens like Imax.

What a relief for theater owners, who are struggling as overall attendance lags 20% behind pre-COVID years. Exhibitors largely attribute the decline to fewer new releases from major Hollywood studios. Fandango surveyed 7,000 adults — 5,091 of whom considered themselves moviegoers, or people who went to one or more movies in the past year. By generation, 87% of Gen Zers and 82% of millennials saw at least one movie theatrically in the past 12 months, compared with 70% of Gen Xers and 58% of baby boomers. Gen Z and millennials also returned more frequently, with each demo averaging about seven visits per year, ahead of Gen X (6.1) and baby boomers (5.7).

Motivations varied across age groups. Millennials treat moviegoing as an escape from daily routine, while Gen Z sees it primarily as a social activity. Gen Z also attributes a better selection of movies and the appeal of leaving the home as key drivers of attendance. In contrast, Gen X cites rising ticket prices, fewer appealing releases, and better at-home options as reasons for going less often.

“While there has been a perception that Gen Z is less engaged with theatrical moviegoing, our data shows that their momentum has been building,” says Jerramy Hainline, executive VP at Fandango. “What’s especially notable is how strongly they value the shared, communal aspect of the experience, reinforcing that theaters continue to play an important role as a social destination for younger audiences.”

Across all demographics, the biggest barrier to getting off the couch wasn’t the movies themselves. Patrons cited coordinating schedules, finding time and securing a deal on tickets as challenges in getting to the multiplex.

“As the moviegoing landscape continues to evolve, understanding generational behaviors is critical to unlocking future growth,” Hainline says. “Gen Z and millennials are redefining what it means to go to the movies by prioritizing premium experiences, social engagement and new forms of content. Meeting them where they are isn’t optional — it’s essential to the future of theatrical moviegoing.”

Although the first quarter of 2026 has greatly improved from last year, summer will really heat up the box office, with 76% of moviegoers reportedly planning on seeing a movie in theaters between May and August. According to Fandango’s findings, “Toy Story 5” is the most anticipated movie of popcorn season, followed by “Spider-Man: Brand New Day,” “The Devil Wears Prada 2,” Christopher Nolan’s “The Odyssey” and “Scary Movie 6.”