According to a survey just released by the National Association of Theatre Owners, 85% of moviegoers plan to go to the cinema as much or more in 2025 vs. this year. That increase in admissions due principally from Gen Zers (Zoomers) and Hispanic audiences.
Zoomers are particularly enthusiastic about movies - among the 10–14-year-olds viewing a movie on opening weekend is their #1 preferred activity - regardless of time or expense.
The NATO report concluded that 72% of those surveyed, across 14 countries, stated they are going to the cinema "more" or "the same" as they did six months ago. 76% of Americans 12-74 saw at least one movie at a cinema in 2024, with cinema loyalty programs seeing a 12% increase in new subscriptions in 2024 reaching 119 million loyalty club members.
Zoomers are the most active moviegoers with 90% females and 89% of males going to the movies at least once a year. Hispanic moviegoers continue to be the strongest of any demographic with 27% attending six movies or more per year.
NATO is also predicting more movie releases in 2025 - forecasting 110 movies with wide-release (more than 2,000 screens) vs. 95 in 2024.
"To gauge the true viability of movie exhibition, you must look beyond the weekly numbers and rely on a number of other factors in determining the strength of the industry," says Micheal O'Leary, NATO Head. Although, he did not elaborate on these other factors.
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| Moviegoers want diversity of genres |
In addition to high impact superhero films, moviegoers want to see more comedies, family films, horror, and independent movies on marquees. Consumers want and seek out exciting and thought-provoking movies that can be enjoyed on a big screen with immersive sound. For 2025, there will be more films across all genres to ensure there is entertainment for everyone.
By: Jim Lavorato
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