According to Variety, Generation Z is now the most active demographic in movie theaters, attending more films annually than older generations, spending more per visit, and more frequently paying for premium formats like Imax.
This is a significant relief for theater owners, who are still struggling as overall attendance remains 20 percent below pre-COVID-19 pandemic levels. The decline is largely attributed to fewer new releases from major Hollywood studios.
Fandango surveyed 7,000 adults, of whom 5,091 had seen one or more movies in theaters in the past year. According to the generational results:
Generation Z and millennials returned to theaters more frequently, averaging seven visits per year, compared to Generation X (6.1) and baby boomers (5.7).
Motivations for going to the movies differ among age groups. Millennials see the cinema as an escape from daily routines, while Generation Z primarily views it as a social activity.
Generation Z also highlights better film choices and the appeal of going out as key drivers for attendance. On the other hand, Generation X cites rising ticket prices, less appealing releases, and better at-home viewing options as reasons for going less often.
"While there is a perception that Generation Z is less engaged in theaters, our data shows their momentum is growing. Particularly significant is how strongly they value the shared, communal aspect of the experience, confirming that theaters continue to play an important role as social destinations for younger audiences," says Jerramy Hainline, executive vice president of Fandango.
According to the survey, the biggest barrier to going to the movies is not the film content but practical challenges such as scheduling conflicts, finding time, and securing affordable ticket prices.
"As the cinema landscape continues to evolve, understanding generational behaviors is key to unlocking future growth. Generation Z and millennials are redefining what it means to go to the movies by prioritizing premium experiences, social engagement, and new forms of content. Meeting them where they are is not optional but essential for the future of theaters," adds Hainline.
Although the first quarter of 2026 showed improvements compared to the previous year, summer is expected to be the peak for box office revenue.
Up to 76 percent of viewers plan to visit theaters between May and August. According to Fandango, the most anticipated film of the season is "Toy Story 5," followed by "Spider-Man: Brand New Day," "The Devil Wears Prada 2," "The Odyssey," and "Scary Movie 6."