Gen Z Goes to the Movies More Than Any Other Group in 2025
Who would have guessed that Gen Z would be flocking to cinemas rather than staying home to stream? Cinema United, the largest association representing global movie exhibitors, released the 2025 update of its annual Strength of Theatrical Exhibition report. This edition digs into industry metrics beyond the box office, offering a fuller picture of how theaters are thriving through innovation and a broader slate of films. The full report is available on Cinema United’s site and highlights several noteworthy trends in exhibit revenues and consumer behavior.
A standout finding is that attendance among Gen Z rose by 25 percent over the past year—the largest uptick among all age groups. As Michael O’Leary, Cinema United’s president and CEO, explains, weekend box office is only part of the story. Evaluating the industry on an annual basis and weighing multiple marketplace factors provides a clearer sense of where theatrical is headed. 2025 demonstrates how uneven box-office results can obscure other positive signals pointing to a bright future for big-screen cinema.
Additional highlights show that roughly 77 percent of Americans, more than 200 million people, watched at least one film in a theater, and the share of habitual moviegoers (six or more screenings per year) increased by 8 percent versus 2024.
Loyalty programs across North America—AMC A-List, Cinemark Movie Club, Regal Crown Club, among others—also posted a 15 percent rise in new members year over year. The study estimates that U.S. loyalty members total about 135 million. This growth comes on the heels of a $1.5 billion reinvestment by the theater industry into upgrades and enhancements.
Meanwhile, the number of wide releases continues its upward trajectory, increasing from 94 titles in 2024 to 111 in 2025, and projections suggest around 115 for 2026.
Gen Z’s movie-going cadence shows the biggest jump: the average visits per year climbed to 6.1 from 4.9, marking the largest rise among all age groups. Notably, 41 percent of Gen Z moviegoers attended six or more screenings in the year, up from 31 percent in 2022.
The report identifies Gen Z’s preferred experiences as immersion and distinctive concessions. In practice, that translates to bigger screens, more powerful sound systems, and a wider array of snack options driving demand.
“Movie fans—especially Gen Z—love the cinema experience, and theater operators are responding with substantial investments,” O’Leary notes, pointing to more than $1.5 billion spent on upgrades across North America in the past year. “The share of audiences watching six or more films has risen sharply, and with a strong lineup of 2026 releases on the horizon, that momentum could persist. When investors couple commitment and innovation with compelling films, the theatrical sector tends to flourish. Our industry’s enduring foundation remains solid, and we’re excited to build on it in the year ahead.”
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