It’s no secret that the movie industry loves to obsess over box office numbers, but as the National Association of Theatre Owners (NATO) points out in their new report, “The Strength of Theatrical Moviegoing,” there’s a lot more to the story. The report dives into the evolving landscape of theatrical exhibition, highlighting robust consumer enthusiasm, loyalty growth, and increasing investment in theaters.
The Big Takeaways
The numbers are clear: moviegoers are still showing up. NATO’s report reveals that 85% of moviegoers plan to visit theaters as much or more often in 2025 as they did this year. Globally, 72% of respondents across 14 countries said they’re going to the movies “more” or “the same” as six months ago.
76% of Americans aged 12-74 saw at least one movie in a theater this year, and loyalty programs are booming, with a 12% jump in new subscriptions from 2023 to 2024.
Even more impressive, 76% of Americans aged 12-74 saw at least one movie in a theater this year, and loyalty programs are booming, with a 12% jump in new subscriptions from 2023 to 2024.
Gen Z: The New Golden Demographic
Who says young people don’t go to the movies? According to the report, Gen Z moviegoers (ages 10-24) are the most active demographic, with 90% of females and 89% of males attending at least one movie annually. Among their favorite activities, opening-weekend moviegoing ranked #1 for females and #2 for males, behind only video games.
Meanwhile, Hispanic moviegoers continue to drive ticket sales. They’re 11% more likely to see a movie on opening weekend than the general population, and 27% of Hispanic audiences attend six or more movies a year—a level of engagement every studio dreams of tapping into.
More Movies, Bigger Screens
Next year, NATO projects an increase in films hitting wide release, with the number of movies debuting in 2,000+ theaters climbing from 95 in 2024 to 110 in 2025. And many of these films will be seen on upgraded screens, as large-format theaters have grown by 37% globally over the last five years.
theater owners are doubling down on their commitment to the cinematic experience, with $2.2 billion in planned improvements for sound, projection, and other enhancements over the next three years.
Adding to this, theater owners are doubling down on their commitment to the cinematic experience, with $2.2 billion in planned improvements for sound, projection, and other enhancements over the next three years.
Beyond the Box Office
NATO Chief Michael O’Leary underscored the importance of looking past weekly box office reports to assess the true strength of the exhibition industry.
“Each week, the success or failure of filmed entertainment is judged through the box office. This legacy tradition, however, does not paint a full picture of the strength of the industry nor of exhibition,” O’Leary said. “To gauge the true viability of theatrical exhibition, you must look beyond the weekly numbers.”
The report identifies five key metrics that shape the health of the industry: consumer enthusiasm, market investment, loyalty growth, the volume of theatrical releases, and the diversity of genres on offer.
The Road Ahead
While 2024 has lacked billion-dollar tentpoles like Avatar: The Way of Water, the outlook for 2025 is brighter. With more wide releases, growing loyalty programs, and new technology investments, theaters are poised to hold their ground—and maybe even gain some.
Theater owners are betting big on immersive experiences, loyal customers, and diverse audiences. For now, the numbers—and the buzz—show they’re on the right track.
“Follow the money, follow the story.”
