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Movie Theaters - US - November 2013

“Going to the movies is an American pastime. However, movie theaters need to help moviegoers look beyond the cost of tickets by promoting the overall value of the theater experience. Advanced screen technology such as 3D and IMAX, new concession offerings, and loyalty promotions are likely to do this, especially among young adults who are frequent moviegoers.”

– Gretchen Grabowski, Travel & Leisure Analyst

This report looks at the following areas:

  • How often people go to the movie theater?
  • How much money people spend at movie theaters?
  • How moviegoers choose a movie theater?
  • What would increase movie theater attendance?

Despite an increasing number of options to view movies in the comfort of one’s home, going to the movies continues to be a popular pastime. About two thirds of Americans have gone to the movies at least once in the six months prior to being surveyed, and about one in five attend about once a month, on average. However, a trip to the movie theater is becoming increasingly expensive. The cost of movie theater admission is on the rise, and most moviegoers say they consider the cost of movie tickets in choosing a theater. To attract patrons and justify increasing costs, theater operators rely on studios to produce and market films with broad appeal while taking it upon themselves to promote the unique experience that advanced projection technology, large screens, and other theater innovations provide.

This report measure show often consumers go to the movie theater and with whom, how much they spend on movie tickets and concession items, and the factors that impact their choice of one movie theater over another. Opinions on movie theaters and offerings that would encourage more frequent attendance are also discussed, as well as moviegoers’ exposure to movie theaters’ on-screen advertising.

Mintel categorizes moviegoers based on frequency of visits:

  • Heavy Moviegoers are defined as those respondents who have attended a theater to see a movie six or more times in the last six months;
  • Moderate Moviegoers are those that attended four to five times;
  • Light Moviegoers have attended one to three times;
  • Non-Moviegoers have not attended the theater to see a movie during the six months prior to the survey.

For the purposes of this report, Mintel concentrates on commercial cinema venues. Festivals, army bases, schools, museums, libraries, prisons, airlines, restaurants, cafés, and other venues that license films for profit are not included; only sites whose primary day-to-day function is the commercial display of cinema are considered.

Companies that own, lease, manage, or operate facilities for the day-to-day commercial display of films are the subject of this report, and will be referred to as “movie theaters.” The report also refers to “movie theater owners and operators.”

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Market data
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • The market
                      • Movie theater revenues expected to grow steadily
                        • Figure 1: Total US movie theater revenues, at current prices with best- and worst-case scenarios, 2008-18
                      • Market drivers
                        • Rising movie ticket prices may make more consumers re-evaluate spending
                          • Variety in choices may drive consumers to the movie theater
                            • Spending on home entertainment is also increasing
                              • Leading companies
                                • The consumer
                                  • About one in five are Heavy Moviegoers
                                    • Figure 2: Types of moviegoers, August 2013
                                  • Young dads and Flickr users spend the most money at the theater
                                    • Figure 3: Average amount spent on movie tickets and concessions on last visit to the movie theater, Millennial dads and Flickr users versus all, August 2013
                                  • More frequent moviegoers expect more from their experience
                                    • Figure 4: Offerings to increase movie theater attendance, by types of moviegoers, August 2013
                                  • What we think
                                  • Issues and Insights

                                      • How often people go to the movie theater
                                        • The issues
                                          • The implications
                                            • How much money people spend at movie theaters
                                              • The issues
                                                • The implications
                                                  • How moviegoers choose a movie theater
                                                    • The issues
                                                      • The implications
                                                        • What would increase movie theater attendance
                                                          • The issues
                                                            • The implications
                                                            • Trend Application

                                                                • Inspire trend: Who are the Joneses?
                                                                  • Inspire trend: Locavore
                                                                    • Mintel Futures: Generation Next
                                                                    • Market Size and Forecast – Movie Theaters

                                                                      • Key points
                                                                        • Movie theater revenues expected to increase steadily through 2018
                                                                            • Figure 5: Total US movie theater revenues and forecast, at current prices, 2008-18
                                                                            • Figure 6: Total US movie theater revenues and forecast, at inflation-adjusted prices, 2008-18
                                                                          • Fan chart forecast
                                                                              • Figure 7: Total US movie theater revenues, at current prices with best- and worst-case scenarios, 2008-18
                                                                          • Market Drivers

                                                                            • Key points
                                                                              • Climbing movie ticket prices stretch consumers’ budgets
                                                                                • Figure 8: Annual average US movie ticket prices, 1989-2013
                                                                              • Yet, movies still more affordable than other out-of-home entertainment
                                                                                • Figure 9: Average US ticket prices for a family of four to sports, theme parks, and cinemas, 2012
                                                                              • Consumers have more film choices when they go to the movie theater
                                                                                • Figure 10: Number of films released in theaters in the US and Canada, 2003-12
                                                                                • Figure 11: Number of movie screens in the US, by type of venue, 2008-12
                                                                            • Segment Performance

                                                                              • All major movie theater revenue streams experiencing steady growth
                                                                                • Figure 12: Total US movie theater revenues and forecast, by segment, at current prices, 2011 and 2013
                                                                                • Figure 13: Total US movie theater revenues and forecast, by segment, 2008-18
                                                                            • Segment Performance – Box Office Admissions

                                                                              • Higher prices, more movies lead box office admissions to climb
                                                                                  • Figure 14: Total US revenues and forecast of box office admissions, at current prices, 2008-18
                                                                                  • Figure 15: Total US revenues and forecast of box office admissions, at inflation-adjusted prices, 2008-18
                                                                              • Segment Performance – Concessions

                                                                                • Concession revenues also increasing as a result of price, variety
                                                                                  • Figure 16: US revenues and forecast of movie theater concessions, at current prices, 2008-18
                                                                                  • Figure 17: US revenues and forecast of movie theater concessions, at inflation-adjusted prices, 2008-18
                                                                              • Segment Performance – Movie Theater Advertising

                                                                                • Advertising comprises smallest share of revenue but is still increasing
                                                                                  • Figure 18: US revenues and forecast of movie theater advertising, at current prices, 2008-18
                                                                                  • Figure 19: US revenues and forecast of movie theater advertising, at inflation-adjusted prices, 2008-18
                                                                              • Competitive Context

                                                                                • Key points
                                                                                  • Americans spending more money on digital in-home entertainment
                                                                                    • Figure 20: Home entertainment spending in the US, first half of 2012 vs. first half of 2013
                                                                                  • Rise in tablet sales may lead to more entertainment on-the-go
                                                                                    • Figure 21: Tablet unit sales, 2010-13
                                                                                • Leading Companies

                                                                                  • Overview
                                                                                    • Figure 22: Top four theater chains’ operating data, Fiscal Year 2012
                                                                                  • Moviegoers report visiting the top four movie theaters
                                                                                    • Figure 23: Movie theaters visited in the last six months, May 2012-June 2013
                                                                                  • Regal Entertainment Group
                                                                                      • Figure 24: Regal total revenues, January 2009-December 2012
                                                                                    • AMC Entertainment, Inc.
                                                                                        • Figure 25: AMC total revenues, April 2008-March 2012
                                                                                      • Cinemark
                                                                                        • Figure 26: Cinemark total revenues, December 2008-12
                                                                                      • Carmike Cinemas
                                                                                          • Figure 27: Cinemark total revenues, April 2008-March 2012
                                                                                      • Innovations and Innovators

                                                                                        • Overview
                                                                                          • Theaters entice moviegoers with new mobile app features
                                                                                            • Cinemark
                                                                                              • Figure 28: Cinemark “CineMode” app feature, October 2013
                                                                                            • Regal Cinemas
                                                                                              • Figure 29: Regal Cinemas FirstLook CinemaSync app online promotion, October 2013
                                                                                            • ScreenX technology will offer moviegoers the latest in digital viewing
                                                                                              • Figure 30: ScreenX-enabled movie theater screen, October 2013
                                                                                            • TimePlay makes movie-going a more interactive experience
                                                                                              • Figure 31: Cineplex TimePlay trivia example, November 2013
                                                                                          • Marketing Strategies and Initiatives

                                                                                              • Entertainment helps moviegoers see films at a discount
                                                                                                • Figure 32: Entertainment movie discount print ad, 2013
                                                                                                • Figure 33: Regal Entertainment Group Entertainment Coupon Book ad, 2013
                                                                                              • Regal drawing moviegoers in with special screenings, double features
                                                                                                • Figure 34: Regal Crown Club and Gofobo’s About Time advance screening promotion, October 2013
                                                                                                • Figure 35: Regal Cinemas The Hunger Games double feature event promotion, October 2013
                                                                                              • AMC lets Facebook fans buy one, get one free, enter giveaway contests
                                                                                                • Figure 36: AMC Entertainment, Inc. Machete Kills buy one, get one free Facebook promotion, October 2013
                                                                                            • Mintel Categorizes Types of Moviegoers

                                                                                              • Key points
                                                                                                • Figure 37: Types of moviegoers, August 2013
                                                                                              • Men going to movies the most often, but women still visiting
                                                                                                • Figure 38: Movie theater attendance, by gender, August 2013
                                                                                              • Young adults a key target for movie theaters
                                                                                                • Figure 39: Types of Moviegoers, by generation, August 2013
                                                                                                • Figure 40: Types of moviegoers, Millennial moms versus Millennial dads, August 2013
                                                                                              • Income a factor in movie theater attendance
                                                                                                • Figure 41: Types of moviegoers, by household income, August 2013
                                                                                            • Movie Theater Companions

                                                                                              • Key points
                                                                                                • For most, going to the movies is a social experience
                                                                                                  • Figure 42: Number of companions on the last visit to a movie theater, August 2013
                                                                                                • Movie theater companionship varies by demographics
                                                                                                • Amount Spent at Movie Theaters

                                                                                                  • Key points
                                                                                                    • Young men among the highest spenders on movie tickets
                                                                                                      • Figure 43: Spending on movie tickets on last visit to the movie theater, by gender and age, August 2013
                                                                                                      • Figure 44: Spending on movie tickets on last visit to the movie theater, Millennial moms versus Millennial dads, August 2013
                                                                                                    • Movie theaters have an opportunity with Flickr users
                                                                                                      • Figure 45: Spending on movie tickets on last visit to the movie theater, by weekly or more frequent visits to types of social media sites, August 2013
                                                                                                    • Moviegoers who spend more on tickets also spending on concessions
                                                                                                      • Young men
                                                                                                        • Figure 46: Spending on concessions on last visit to the movie theater, by gender and age, August 2013
                                                                                                      • Millennial dads
                                                                                                        • Figure 47: Spending on concessions on last visit to the movie theater, Millennial moms versus Millennial dads, August 2013
                                                                                                      • Flickr users
                                                                                                        • Figure 48: Spending on concessions on last visit to the movie theater, by weekly or more frequent visits to types of social media sites, August 2013
                                                                                                    • Factors Considered When Choosing a Movie Theater

                                                                                                      • Key points
                                                                                                        • Moviegoers want to find low-cost theaters that are close to them
                                                                                                          • Figure 49: Factors considered when choosing a movie theater, by gender, August 2013
                                                                                                        • More men drawn to 3D, IMAX films
                                                                                                          • Figure 50: Factors considered when choosing a movie theater, by gender, August 2013
                                                                                                        • Flickr users want a full movie-going experience
                                                                                                          • Figure 51: Factors considered when choosing a movie theater, by weekly or more frequent visits to types of social media sites, August 2013
                                                                                                      • Offerings to Increase Movie Theater Attendance

                                                                                                        • Key points
                                                                                                          • Nearly one third of consumers drawn to movie theater loyalty programs
                                                                                                            • Figure 52: Offerings to increase movie theater attendance, August 2013
                                                                                                            • Figure 53: Total U.S. loyalty program memberships and active memberships, 2006-12
                                                                                                          • More young adults encouraged by all types of movie theater offerings
                                                                                                            • Figure 54: Offerings to increase movie theater attendance, by age, August 2013
                                                                                                          • Heavy Moviegoers among the most interested in unlimited viewing
                                                                                                            • Figure 55: Offerings to increase movie theater attendance, by types of moviegoers, August 2013
                                                                                                        • On-Screen Entertainment Advertising

                                                                                                          • Key points
                                                                                                            • Most recall watching on-screen entertainment advertising
                                                                                                              • Figure 56: Recall of different types of on-screen entertainment advertising, August 2013
                                                                                                            • Previews for upcoming films encourage largest share of later viewing
                                                                                                              • Figure 57: On-screen entertainment advertising that encouraged later viewing, August 2013
                                                                                                            • Product placement within a film may be more effective
                                                                                                              • Figure 58: Opinions about advertising products within a movie, May 2012-June 2013
                                                                                                            • Impact of entertainment ads varies by demographics, attendance
                                                                                                            • On-Screen Product and Service Advertising

                                                                                                              • Key points
                                                                                                                • Most recall product and service ads, but few encouraged to purchase
                                                                                                                  • Figure 59: On-screen product and service advertising recalled and that encouraged later purchase, August 2013
                                                                                                              • Opinions about Movie Theaters

                                                                                                                • Key points
                                                                                                                  • Consumers have alternatives to movie theaters, but most still want to go
                                                                                                                      • Figure 60: Opinions about movie theaters, August 2013
                                                                                                                    • Women more focused on cost savers, men on the movie experience
                                                                                                                      • Figure 61: Opinions about movie theaters, by gender, August 2013
                                                                                                                    • Millennial parents looking for more opportunities to go to the movies
                                                                                                                      • Figure 62: Opinions about movie theaters, Millennial parents versus non-Millennial parents, August 2013
                                                                                                                      • Figure 63: Opinions about movie theaters, Millennial moms versus Millennial dads, August 2013
                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                    • Key points
                                                                                                                      • Hispanics spend the most at movie theaters
                                                                                                                        • Figure 64: Spending on movie tickets on last visit to the movie theater, by race/Hispanic origin, August 2013
                                                                                                                        • Figure 65: Spending on concessions on last visit to the movie theater, by race/Hispanic origin, August 2013
                                                                                                                      • Blacks and Hispanics the most likely to want to be at the movie theater
                                                                                                                        • Figure 66: Opinions about movie theaters, by race/Hispanic origin, August 2013
                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                      • Mintel categorizes types of moviegoers
                                                                                                                        • Figure 67: Types of moviegoers, by age, August 2013
                                                                                                                        • Figure 68: Types of moviegoers, by race/Hispanic origin, August 2013
                                                                                                                        • Figure 69: Types of moviegoers, by weekly or more frequent visits to types of social media sites, August 2013
                                                                                                                        • Figure 70: Types of moviegoers, Millennial parents versus Non-Millennial parents, August 2013
                                                                                                                      • Movie theater companions
                                                                                                                        • Figure 71: Number of companions on the last visit to a movie theater, by gender, August 2013
                                                                                                                        • Figure 72: Number of companions on the last visit to a movie theater, by gender and age, August 2013
                                                                                                                        • Figure 73: Number of companions on the last visit to a movie theater, by race/Hispanic origin, August 2013
                                                                                                                        • Figure 74: Number of companions on the last visit to a movie theater, by generation, August 2013
                                                                                                                        • Figure 75: Number of companions on the last visit to a movie theater, by weekly or more frequent visits to types of social media sites, August 2013
                                                                                                                        • Figure 76: Number of companions on the last visit to a movie theater, Millennial parents versus non-Millennial parents, August 2013
                                                                                                                        • Figure 77: Number of companions on the last visit to a movie theater, Millennial moms versus Millennial dads, August 2013
                                                                                                                        • Figure 78: Number of companions on the last visit to a movie theater, by types of moviegoers, August 2013
                                                                                                                      • Amount spent at movie theaters
                                                                                                                        • Figure 79: Spending on movie tickets on last visit to the movie theater, by gender, August 2013
                                                                                                                        • Figure 80: Spending on movie tickets on last visit to the movie theater, by generation, August 2013
                                                                                                                        • Figure 81: Spending on movie tickets on last visit to the movie theater, Millennial parents versus non-Millennial parents, August 2013
                                                                                                                        • Figure 82: Spending on movie tickets on last visit to the movie theater, by types of moviegoers, August 2013
                                                                                                                        • Figure 83: Spending on concessions on last visit to the movie theater, by gender, August 2013
                                                                                                                        • Figure 84: Spending on concessions on last visit to the movie theater, Millennial parents versus non-Millennial parents, August 2013
                                                                                                                        • Figure 85: Spending on concessions on last visit to the movie theater, by types of moviegoers, August 2013
                                                                                                                      • Factors considered when choosing a movie theater
                                                                                                                        • Figure 86: Factors considered when choosing a movie theater, by age, August 2013
                                                                                                                        • Figure 87: Factors considered when choosing a movie theater, by gender and age, August 2013
                                                                                                                        • Figure 88: Factors considered when choosing a movie theater, by race/Hispanic origin, August 2013
                                                                                                                        • Figure 89: Factors considered when choosing a movie theater, by generations, August 2013
                                                                                                                        • Figure 90: Factors considered when choosing a movie theater, Millennial parents versus non-Millennial parents, August 2013
                                                                                                                        • Figure 91: Factors considered when choosing a movie theater, Millennial moms versus Millennial dads, August 2013
                                                                                                                        • Figure 92: Factors considered when choosing a movie theater, by user groups, August 2013
                                                                                                                      • Offerings to increase movie theater attendance
                                                                                                                        • Figure 93: Offerings to increase movie theater attendance, by gender, August 2013
                                                                                                                        • Figure 94: Offerings to increase movie theater attendance, by household income, August 2013
                                                                                                                        • Figure 95: Offerings to increase movie theater attendance, by race/Hispanic origin, August 2013
                                                                                                                        • Figure 96: Offerings to increase movie theater attendance, by generation, August 2013
                                                                                                                        • Figure 97: Offerings to increase movie theater attendance, by weekly or more frequent visits to types of social media sites, August 2013
                                                                                                                        • Figure 98: Offerings to increase movie theater attendance, Millennial parents versus non-Millennial parents, August 2013
                                                                                                                        • Figure 99: Offerings to increase movie theater attendance, Millennial moms versus Millennial dads, August 2013
                                                                                                                      • On-screen entertainment advertising
                                                                                                                        • Figure 100: On-screen entertainment advertising that encouraged later viewing, by age, August 2013
                                                                                                                        • Figure 101: On-screen entertainment advertising that encouraged later viewing, by presence of children in household, August 2013
                                                                                                                        • Figure 102: On-screen entertainment advertising that encouraged later viewing, Millennials versus non-Millennials, August 2013
                                                                                                                        • Figure 103: On-screen entertainment advertising that encouraged later viewing, by types of moviegoers, August 2013
                                                                                                                      • On-screen product and service advertising
                                                                                                                        • Figure 104: Movie theater on-screen advertising that encouraged later purchase, by types of moviegoers, August 2013
                                                                                                                      • Opinions about movie theaters
                                                                                                                        • Figure 105: Opinions about movie theaters, by gender and age, August 2013
                                                                                                                        • Figure 106: Opinions about movie theaters, by generation, August 2013
                                                                                                                        • Figure 107: Opinions about movie theaters, by weekly or more frequent visits to types of social media sites, August 2013
                                                                                                                        • Figure 108: Opinions about movie theaters, by types of moviegoers, August 2013
                                                                                                                    • Appendix – Trade Associations

                                                                                                                      Companies Covered

                                                                                                                      • Cinema Advertising Council
                                                                                                                      • Independent Film & Television Alliance
                                                                                                                      • Motion Picture Association of America
                                                                                                                      • National Association of Theater Owners (NATO)

                                                                                                                      Movie Theaters - US - November 2013

                                                                                                                      US $3,995.00 (Excl.Tax)