Overarching themes:
- Theatrical exhibition is a “Main Street” industry, with theatres located in cities and towns of all sizes across this great country. Going to the local theatre remains the premium entertainment option for movie fans of all ages.
- Local theatres sit at the forefront of the “experiential economy,” which helps drive the American economic engine and ensures that we remain the world’s leader in filmed entertainment.
- Although critical to the American motion picture industry, exhibition is not a “Hollywood” industry, and it boasts companies that are headquartered across the United States in small towns, rural communities, and major cities – not simply in California or New York.
Key industry stats:
- Moviegoing is deeply ingrained in American life: 76% of 12 to 74-year-old Americans attended at least one movie in a theatre this past year, which translates to approximately 200 million United States citizens heading to local theatres.
- The local theatre bolsters local economies across America: For every dollar spent at an American movie theatre, an additional $1.50 is spent in that area’s local economy.
- Local employment boost: On average, three people are employed per screen in the U.S.
- A new generation of moviegoers: According to a 2025 report by the National Research Group, 37% of Gen Z moviegoers go to the movies more than six times per year, which is up from 29% in February 2023.
- Family-friendly movies are essential to the strength of exhibition: So far this year, nine PG-rated movies were released at 2,000+ movie theatre locations – up from just sixduring the same periodlast year. The success of these films helps create a culture of moviegoing with younger generations.
- Loyalty programs are key drivers for our success: At movie theatres in the United States and Canada, loyalty programs have a combined total of over 120 million members–and growing. Loyalty programs boost all aspects of theatrical exhibition–from ticket sales and concessions to merchandising and word-of-mouth promotions.
- The release slate is rebounding in a major way in 2025: Year-to-date, 44 movies have been released at 2,000+ locations, up from 40 this time last year.
Optimism for 2025 & Beyond:
- The surge of moviegoing in Q2 (+84% year/year), led by box office giants, Lilo & Stitch, A Minecraft Movie, Mission: Impossible – The Final Reckoning and Sinners, speaks directly to the importance of having a diverse slate of content, made up of both original films and those based on existing IP.
- The aforementioned measurements of success, however, are not possible without the important investments and upgrades made by theatre owners to modernize, improve upon and enhance the future of moviegoing:
- Reference Cinema United’s recent report “The Next Great Era of Cinema” for highlights on some of these investments and innovations.
- We are bullish on theatrical prospects for the rest of 2025 & beyond. The industry is on pace for at least 15 more wide releases at 2,000+ locations compared to 2024, with such major releases as Avatar: Fire and Ash, Wicked: For Good, Zootopia 2, among others. When combining exhibitor innovation with a robust release slate, our industry thrives.
