generation z is now the most active moviegoing demographic, a new Fandango study says, with younger audiences attending more films per year than older generations. The findings come as theater owners continue to face an overall attendance gap that remains about 20% below pre-pandemic levels. The study points to a shift in habits that has helped keep cinemas active, even as the wider box office still looks uneven.
Generation Z Leads In Theaters
Fandango surveyed 7, 000 adults, including 5, 091 people who said they went to one or more movies in the past year. The results show 87% of Generation Z saw at least one movie in theaters over the last 12 months, compared with 82% of millennials, 70% of Gen X, and 58% of baby boomers. Generation Z and millennials also returned more often, averaging about seven visits a year each.
The study says generation z is also spending more per visit on concessions and on premium-format screens such as Imax. That matters for exhibitors because the audience is not only showing up, but also spending more once inside the theater. The report ties that behavior to a stronger role for cinemas as a social destination rather than just a place to watch a movie.
What Is Driving The Turnout
The motives differ by age group. For generation z, moviegoing is mainly a social activity, with the communal experience and leaving home both standing out as major reasons to go. Millennials, by contrast, treat theaters more as an escape from daily routine. Gen X, meanwhile, points to fewer appealing releases and better at-home options as reasons for going less often.
Across all age groups, the biggest barrier was not the movies themselves. Patrons said the hardest part was finding time, coordinating schedules, and securing a deal on tickets. Jerramy Hainline, executive vice president at Fandango, said the data shows generation z has been building momentum and that theaters still matter as a shared experience for younger audiences. He added that generation z and millennials are redefining moviegoing by prioritizing premium experiences, social engagement, and new forms of content.
Why The Study Matters Now
The findings land at a time when theater owners are still working through a post-pandemic recovery. Exhibitors have largely blamed weaker attendance on fewer new releases from major Hollywood studios. The study suggests that the audience base is not disappearing evenly; instead, it is shifting toward younger viewers who are more willing to go out, spend more, and treat theaters as part of their social life.
The report also says 76% of moviegoers are planning to see a film in theaters between May and August, with “Toy Story 5” leading interest, followed by “Spider-Man: Brand New Day, ” “The Devil Wears Prada 2, ” “The Odyssey, ” and “Scary Movie 6. ” For theaters looking ahead, generation z may be the clearest sign that the big screen still has pull when the right films and the right experience line up.
