Table of Contents
Executive Summary
-
- Market overview
-
- Figure 1: Total US sales and fan chart forecast of movie theater revenue, at current prices, 2014-24
- Top takeaways
- Key consumer trends
- Moviegoers find less value in a visit
-
- Figure 2: Price Sensitivity – Optimal price, September 2019
- Consumers still seeking quality concessions
-
- Figure 3: Movie theater concessions purchased, September 2019
- Comfy seating keeps crowds content
-
- Figure 4: Improvements to movie theaters, September 2019
- Relying on users and original ideas to create conversation
-
- Figure 5: Attitudes toward movies and reviews, September 2019
- What it means
The Market – What You Need to Know
-
- Revenue forecast for steady growth in coming years
- Box office fluctuates but concessions show strong growth
- Cultural shifts impact movie theater performance
- Competition at home can make movie theaters an expensive endeavor
Market Size and Forecast
-
- Movie theater revenue estimated for mild growth
-
- Figure 6: Total US sales and fan chart forecast of movie theater revenue, at current prices, 2014-24
- Figure 7: Total US sales and forecast of market, at current prices, 2014-24
Market Breakdown
-
- Box office continues to drive movie theater revenue
-
- Figure 8: Movie theater revenue, by segment, 2019
- Box office
-
- Figure 9: Total US sales and fan chart forecast of box office revenue, at current prices, 2014-24
- Figure 10: Total US sales and fan chart forecast of box office revenue, at current prices, 2014-24
- Concessions
-
- Figure 11: Total US sales and fan chart forecast of movie theater concessions revenue, at current prices, 2014-24
- Figure 12: Total US sales and fan chart forecast of movie theater concessions revenue, at current prices, 2014-24
- Advertising
-
- Figure 13: Total US sales and fan chart forecast of movie theater advertising revenue, at current prices, 2014-24
- Figure 14: Total US sales and fan chart forecast of movie theater advertising revenue, at current prices, 2014-24
The Movie Industry
-
- Action dominates movie genres
-
- Figure 15: Genres of movies seen, September 2019
- 3D starting to lose its novelty
-
- Figure 16: 3D viewing, 2015-19
- International influence making its mark on US market
- Disney makes up lion’s share of market
- Average ticket price hitting record highs
-
- Figure 17: Average movie ticket price, 2009-19
- Calls for inclusivity affecting content output
Market Perspective
-
- The streaming wars and what they mean for theaters
-
- Figure 18: Awareness and interest in emerging streaming services, June 2019
- Family entertainment budgets are shifting amidst new digital age
-
- Figure 19: Price ranges of family entertainment budgets, 2016 vs 2019
- Visiting a theater is a comfortable way to spend a night out
-
- Figure 20: Preference of out-of-home leisure activities, August 2019
Key Players – What You Need to Know
-
- Three chains crowd the market
- Finding new ways to engage the same audience
- Shooting for the moon but getting stuck in the past
- New models impacting theater landscape
Movie Theater Chains
-
- Three chains visited by three quarters of moviegoers
- AMC
- Regal
- Cinemark
- The rest
-
- Figure 21: Theater chain visited most frequently, by share of moviegoers, September 2019
- Age shows differentiation in brand preferences
-
- Figure 22: Theater chain visited most frequently, by age, September 2019
- Regional access heavily impacts theater chain visits
-
- Figure 23: Theater chain visited most frequently, by region, September 2019
What’s Working
-
- Theaters take the subscription game on themselves
- Horror presents value for moviegoers, studios
- Dynamic ad offerings before movies
What’s Struggling
-
- Hard times for small theaters
- Third-party subscriptions couldn’t find footing
- Luxury chains struggle in value-driven market
- A cool summer at the box office
- Technology didn’t catch up for film releases
What to Watch
-
- Variable pricing helps find value in any genre
- Advertising to affluent moviegoers
- Political climate impacting releases
- How theaters respond to Netflix’s theatrical ambitions
- Extending influence beyond the big screen
The Consumer – What You Need to Know
-
- A stable share of moviegoers
- Growing concessions as part of a night out
- Movie theaters winning overall, but at-home preferences highlight opportunities
- Comfort, pricing crucial to improving movie theaters
- Opportunities to reach horror and romance fans
- Moviegoers seeing less value in a theater experience
- Investing in moviegoers and the quality of movies
Movie Theater Attendance and Frequency
-
- Most adults still go to the movies
-
- Figure 24: Most recent movie theater visit, September 2019
- Frequency of attendance has not changed
-
- Figure 25: Frequency of movie theater visits, September 2019
- Cinemark patrons frequent the theater
-
- Figure 26: Frequency of movie theater visits, by preferred theater chain, September 2019
Concessions and Dining
-
- Theaters compete on experience, not on food quality
-
- Figure 27: Home vs theater – Food preferences, September 2019
- Tried and true concessions remain moviegoing favorites
-
- Figure 28: Movie theater concessions purchased, September 2019
- Younger generations more experimental with food options
-
- Figure 29: Movie theater concessions purchased, by generation, September 2019
- AMC, Cinemark patrons want more than just popcorn
-
- Figure 30: Movie theater concessions purchased, by preferred theater chain, September 2019
Movie Theaters vs Home Entertainment
-
- Winning on overall experience, losing on the specifics
-
- Figure 31: Home vs theater – Movie experience, September 2019
- A nice night out without kids
-
- Figure 32: Home vs theater – Social experience, September 2019
- Holding out for the heroes
-
- Figure 33: Home vs theater – Genres, September 2019
Movie Theater Improvements
-
- Comfort beats reservations for seating
-
- Figure 34: Improvements to movie theaters – Seating, September 2019
- Pricing can be improved for loyal patrons
-
- Figure 35: Improvements to movie theaters – Pricing and loyalty, September 2019
- Quality of existing services might already be high
-
- Figure 36: Improvements to movie theaters – Quality, September 2019
- Value comes in different forms depending on theater chain
-
- Figure 37: Improvements to movie theaters, by preferred theater chain, September 2019
Where to Reach Genre Enthusiasts
-
- Young horror fans looking to the future
-
- Figure 38: Mobile sites visited by all moviegoers vs horror moviegoers, October 2017-November 2018
- Love is love is love is love is also buying a gym membership
-
- Figure 39: Mobile sites visited by all moviegoers vs romance moviegoers, October 2017-November 2018
Ideal Price of a Movie Theater Visit
-
- Optimal price of a theater visit is $14
-
- Figure 40: Price Sensitivity – Optimal price, September 2019
- Anything more than $20 can be too expensive
-
- Figure 41: Price Sensitivity – Threshold prices, September 2019
Attitudes toward Movies and Movie Theaters
-
- Subscription services will drive growth in movie theaters
-
- Figure 42: Attitudes toward movie theater loyalty, September 2019
- Seeing good movies as soon as possible
-
- Figure 43: Attitudes toward movie quality and reviews, September 2019
- Supporting original ideas from trusted creators
-
- Figure 44: Attitudes toward creators and original movies, September 2019
- Moviegoers are coming early and prepared
-
- Figure 45: Attitudes toward pre-movie entertainment, September 2019
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Behavioral data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
-
-
- Figure 46: Total US sales and forecast of movie theater revenue, at inflation-adjusted prices, 2014-24
- Figure 47: Total US sales and forecast of box office revenue, at inflation-adjusted prices, 2014-24
- Figure 48: Total US sales and forecast of movie theater concessions revenue, at inflation-adjusted prices, 2014-24
- Figure 49: Total US sales and forecast of movie theater advertising revenue, at inflation-adjusted prices, 2014-24
-
Appendix – Price Sensitivity Analysis
-
- Methodology
-
- Figure 50: Price Sensitivity – Price Sensitivity aggregate table, September 2019
- Figure 51: Price Sensitivity – Price Sensitivity aggregate table, September 2019
Back to top