Magazine article Screen International

Study – Millennials Care about Cinema

Magazine article Screen International

Study – Millennials Care about Cinema

Article excerpt

According to Understanding Millennial Moviegoers: A Data-Driven Playbook, Millennials – or those born roughly between the early 1980s and the late 1990s – visit the cinema on average 6.2 times a year and account for 29% of ticket purchases.

However the company stressed that while the generation shares an interest in franchises and a desire for instant access to content, there is not a blanket uniformity in preferences or consistency of behaviour because individuals within the group are in a transitional stage.

Accordingly, the study found that Millennials under 25 visit theatres on average 8.5% more frequently than Millennials over 30, purchase 15% fewer tickets, spend 22% less on concessions each time they visit, spend 7% less overall, and are 18% less likely to purchase tickets online.

"Our data science analysis demonstrates that Millennials are far more engaged in cinema than the industry's anecdotally driven belief to the contrary," said Movio chief executive and co-founder Will Palmer. "They are in a transitional phase of their life, and don't exhibit consistent behaviour as a group."

Gender differences in attendance frequency remain relatively constant over the age spectrum. …

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