Movie Fan Engagement Remains High with Gen Z Moviegoers Leading the Charge to the Local Theatre
LOS ANGELES, CA – (Dec. 17, 2025) – Cinema United, the world’s largest exhibition trade association, today released the 2025 update to its “Strength of Theatrical Exhibition” report, an annual analysis of key industry metrics beyond traditional box-office performance. This year’s update highlights how theatres are building loyalty through innovation, high-quality experiences, and a diverse slate of films—trends that continue to drive strong audience engagement. The report includes a special spotlight on Gen Z moviegoers, whose frequency of attendance grew by 25% over the last 12 months*, the largest increase of any age group.
“Weekend box office is important, but a more accurate measure is looking at the industry on an annual basis and considering myriad other factors in the marketplace to get a more complete picture of the strength of the industry,” said Michael O’Leary, President and CEO of Cinema United. “2025 is a perfect example of a year where an inconsistent box office threatens to overshadow other variables that point to a bright future for movies on the big screen.”
Key findings in the 2025 update include:
- The number of habitual moviegoers (those who see at least six movies annually) grew by 8% *.
- 77% of Americans aged 12-74 saw at least one movie, representing a total of more than 200 million Americans*.
- Cinema loyalty programs in North America saw a 15% jump in new subscriptions from 2024 to 2025**.
- Among all age groups, Gen Z went to the movies more frequently, averaging 6.1 visits, up from 4.9.*
- 41% of Gen Z audiences went to the movies six times or more, up from 31% in 2022*.
In addition, the Cinema United “Strength of Theatrical Exhibition” 2025 update features unreleased Gen Z-focused data from global management consulting firm McKinsey & Company’s Attention Equation report, revealing new insights into what Gen Z seeks out most in going to the movies, namely, immersive moviegoing experiences and unique concessions as the two highest-rated priorities.
“Movie fans, led by Gen Z, in particular, love coming to the movies and theatre owners are responding by spending over $1.5 billion upgrading their theatres over the past year in North America alone,” O’Leary continued. “The number of people who saw six or more movies grew a staggering 8% last year, and with the amazing slate of 2026 movies on the horizon, that trend has a chance to continue. Time and time again, consumers show that when investment and innovation combine with a great movie to create a special experience, the theatrical business thrives. That time-tested foundation of our industry remains strong, and we are excited to build upon it toward greater success in the coming year.”
*Source: NRG’s Future of Film report, August 2024-August 2025
**Source: Cinema United
CLICK HERE TO SEE THE 2025 UPDATE
ABOUT CINEMA UNITED
Founded in 1948, Cinema United is the largest exhibition trade organization in the world, representing 31,000 movie screens in all 50 U.S. states and Canada, with an additional more than 30,000 screens in 80 countries. Its membership includes theatres of all sizes, from the largest cinema chains to one-screen theatres in cities and towns around the world. For additional information, please visit cinemaunited.org.
