Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
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- Figure 1: Total US movie theater revenues and forecast, at current prices, 2013-23
- Grabbing the average moviegoer
- The issue: Moviegoers consistent, but infrequent
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- Figure 2: Frequency of movie theater visits in past three months, October 2018
- The opportunity: Using trailers and reviews to encourage frequent moviegoing
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- Figure 3: Movie promotions and recommendations, October 2018
- Factoring in concessions
- The issue: Classic snacks still the standard
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- Figure 4: Movie theater purchases, October 2018
- The opportunity: Expanding the idea of a night out
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- Figure 5: Meals and nights out at movie theaters, October 2018
- Competing with new media
- The issue: Moviegoers will wait for digital releases
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- Figure 6: Attitudes toward home entertainment, October 2018
- The opportunity: Placing value in the theater experience
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- Figure 7: Cost of movie theaters, October 2018
- Utilizing movie theater subscriptions
- The issue: MoviePass left a bad taste
- The opportunity: Sustainable options could close gap between interest and action
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- Figure 8: Profile of actual and potential theater subscription users, by key demographics, October 2018
- What it means
The Market – What You Need to Know
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- Steady revenue growth following poor performance in 2017
- Different growth rates across movie theater segments
- Familiar titles justify more dollars
- Hollywood forced to adapt
Market Size and Forecast
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- Revenues steadily rising, but fluctuations are possible
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- Figure 9: Total US movie theater revenues and forecast, at current prices, 2013-23
- Figure 10: Total US movie theater revenues and forecast, at current prices, 2013-23
Market Breakdown
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- Box office drives movie theater revenue
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- Figure 11: Share of movie theater revenues, by segment, 2018
- Box office
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- Figure 12: Total US box office revenues and forecast, at current prices, 2013-23
- Figure 13: Total US box office revenues and forecast, at current prices, 2013-23
- Concessions
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- Figure 14: Total US movie theater concessions revenues and forecast, at current prices, 2013-23
- Figure 15: Total US movie theater concessions revenues and forecast, at current prices, 2013-23
- Advertising
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- Figure 16: Total US movie theater advertising revenues and forecast, at current prices, 2013-23
- Figure 17: Total US movie theater advertising revenues and forecast, at current prices, 2013-23
The Movie Industry
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- Ticket price driving box office growth
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- Figure 18: Average movie ticket price, 2008-18
- Franchises bring the big hits
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- Figure 19: Top 20 grossing films in the US and Canada, 2017 and 2018
- Opening weekend isn’t everything
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- Figure 20: When moviegoers see movies, April 2017-June 2018
- Big laughs, bangs on the big screen
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- Figure 21: Favorite genres to see in theaters, April 2017-June 2018
Market Perspective
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- International influence taking hold of American movies
- Upheaval in Hollywood impacting content
- The importance of home entertainment
Key Players – What You Need to Know
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- Theater chains thriving
- 2018: The year MoviePass almost was
- Staying relevant to moviegoers
- Shifting industry standards hurting theaters
- Making the theater experience all-encompassing
Movie Theater Chains
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- AMC
- Regal
- Cinemark
- Alamo Drafthouse
Spotlight – MoviePass
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- The rise: A potential game changer
- The plateau: Staying relevant and sustainable
- The fall: Where it sits now
What’s Working?
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- Continued emphasis on the menu
- Finding the special amidst the familiar
- Making ticket buying easier
- The right kind of subscription service
What’s Struggling?
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- Movie studios shifting focus to home
- Small town movie theaters bleeding out
- Competing with day-and-date
What’s Next?
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- The next steps in immersion
- BYOH (bring your own headphones)
- Three screens are the charm
- Studios moving into theater ownership
- Making the theater experience virtual
- More theaters adding subscription services
The Consumer – What You Need to Know
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- Theater visit frequency is steady
- Foodservice offerings have room to grow
- Getting a peak behind the curtain
- Difficult to differentiate theater chains
- Capitalizing on interest in movie theater subscriptions
- Reaching moviegoers in lobbies and before showtimes
- Heavy competition from digital offerings
Movie Theater Attendance
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- Key opportunity
- Two thirds of adults have gone to the movies recently
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- Figure 22: Movie theater attendance, October 2018
- Averaging a movie a month
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- Figure 23: Frequency of movie theater visits in past three months, October 2018
- Frequent moviegoers primed for loyalty programs
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- Figure 24: Profile of frequent moviegoers, by key demographics, October 2018
Movie Theater Purchases
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- Key opportunity
- Theaters not necessarily the only destination on a night out
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- Figure 25: Meals and nights out at movie theaters, October 2018
- Traditional movie snacks dominate purchases
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- Figure 26: Movie theater purchases, October 2018
- Black, Hispanic moviegoers taking full advantage of offerings
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- Figure 27: Movie theater purchases – Select items, by race and Hispanic origin, October 2018
Movie Promotions and Recommendations
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- Key opportunity
- Driving theater visits
- Promotional materials driven by trailers
- Reviews matter only matter to some
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- Figure 28: Movie promotions and recommendations, October 2018
- Learning as much as possible before investing
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- Figure 29: Attitudes toward movie reputations, October 2018
- Young adults influenced by word of mouth
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- Figure 30: Attitudes toward movie reputations, by age, October 2018
- Parents listen to family and friends
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- Figure 31: Movie promotions and recommendations – Select items, by parental status, October 2018
Movie Theater Features
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- Key opportunity
- Lack of differentiation between chains
- Seating, selection stand out
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- Figure 32: Perceptions of movie theater chains, October 2018
Movie Theater Subscriptions
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- Key opportunity
- One third of moviegoers interested in subscriptions
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- Figure 33: Attitudes toward movie theater subscription services, October 2018
- Opportunities to turn interest into action
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- Figure 34: Profile of actual and potential theater subscription users, by key demographics, October 2018
Visiting the Theater
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- Key opportunity
- Moviegoers are spontaneous, but prepared
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- Figure 35: Visiting the theater, October 2018
- Young moviegoers adhering to new norms
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- Figure 36: Visiting the theater, by age, October 2018
- Non-parents more prepared to go alone
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- Figure 37: Visiting the theater, by parental status, October 2018
Competing with Home Video
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- Key opportunity
- Theaters face stiff competition from home viewing
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- Figure 38: At-home and in-theater viewing, October 2018
- The waiting is not the hardest part
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- Figure 39: Attitudes toward home entertainment, October 2018
- Theaters can be worth it, but high costs don’t help
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- Figure 40: Cost of movie theaters, October 2018
- Older adults situated with at-home viewing
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- Figure 41: At-home and in-theater viewing, by age, October 2018
- More reason to visit theaters for Black, Hispanic moviegoers
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- Figure 42: At-home and in-theater viewing, by race and Hispanic origin, October 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 43: Total US sales and forecast of movie theater revenue, at inflation-adjusted prices, 2013-23
- Figure 44: Total US sales and forecast of box office revenue, at inflation-adjusted prices, 2013-23
- Figure 45: Total US sales and forecast of movie theater concessions revenue, at inflation-adjusted prices, 2013-23
- Figure 46: Total US sales and forecast of movie theater advertising revenues, at inflation-adjusted prices, 2013-23
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