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It’s true: Americans aren’t going to movie theaters like they used to and probably never will. The global pandemic in 2020 and its fallout changed many things, and going to the movies is one activity where the change became the new normal. While convenience is certainly a factor for staying home from the theater, cost and content are more prominent reasons consumers give for choosing to stay home from the movies.
Why Aren’t People Going to Movie Theaters?
U.S. adults prefer to watch newly released movies for the first time at home (65%, compared with 35% who prefer to see them in theaters). This is the new normal established through streaming services during the pandemic, when box offices had to do whatever they could to keep releasing movies and keep people watching them.
Today, new movie viewing preferences are less about the convenience of watching from home and more about content and cost. A recent CivicScience poll flagged ‘lack of interest in most movies shown’ (30%) and ‘ticket prices’ (27%) as the primary reasons they don’t go to the movie theater more often.
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The concern over ticket prices tracks with what has been observed about consumer financial health: consumers are price sensitive and are being more careful with spending. Data from the last 90 days reveals that more than half of movie-watching adults (56%) say they waited to watch a movie at home when it was out of theaters using a subscription service, but without paying extra. In a nutshell, the movie was essentially free to watch. Less than one-third (29%) of movie watchers were willing to pay a nominal additional fee (outside of their monthly subscription) to watch a particular film.
“Early access” via on demand is not currently a popular option. It seems there are more Americans who will pay to go to the movie theater before paying a premium to see a new release at home.
Crowds vs. Content
Despite the fact that binge-watching movies and TV shows is the most common way Americans cope with stress (over exercising and shopping, for example), they aren’t choosing to go to the movie theater. Applying age demographics to reasons people avoid the movie theater shows Americans 65 and older have less grief than the general population over the cost of movie tickets, but they do take more issue with the available viewing options. Younger age groups are more interested in the content in theaters, but significantly more troubled by large crowds of people.
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Movie Theater ‘Power Users’
The segment of frequent moviegoers (those who attend a movie theater once a month or more) only shed a few of its cohort between 2020 and 2025. This draws attention to a small but persevering group of movie enthusiasts who love the experience of movie theaters. They are unique ‘power users’ who are passionate about the experience of theaters and, therefore, persist despite what Gen Pop might say is inconvenient or pricey. Power users can be spotted by their genre preferences: horror and drama.
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Interest in new movie releases, entertainment preferences, and economic sentiment has all shifted significantly, such that the future of movie theaters appears uncertain. Marketers can still leverage passionate moviegoers who are interested in theatrical releases and willing to pay for the experience. However, factors such as price, content, and crowds are preventing other movie enthusiasts from visiting theaters more frequently.
