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Movie Theaters - US - November 2015

"While the slow and stable growth of movie theaters marks a mature industry, studios and theater operators anticipate 2015 to be one of the biggest revenue generating years on record. Theaters have managed to continue generating profits by enhancing the experiential aspects of movie-going, despite competitive threats coming from a number of at-home movie viewing alternatives. Although theater audiences are declining, movie theaters are forecast to continue on the path of moderate growth, reaping the benefits of their investment in luxury seating, premium concessions, and special events over the next five years."
- Dana Macke, Lifestyles & Leisure Analyst

This report discusses the following key topics:

  • Theaters must innovate to stay relevant
  • The majority of respondents prefer home viewing
  • Theater selection is all about convenience

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Moderate growth expected
            • Figure 1: Total US sales and fan chart forecast of movie theater revenues, at current prices, 2010-20
          • Concessions and advertising to lead segment growth
            • Figure 2: Total US movie theater revenues and forecast, by segment, at current prices, 2010-20
          • The issues
            • Theaters must innovate to stay relevant
              • Figure 3: Annual movie ticket sales, 2000-15
            • The majority of respondents prefer home viewing
              • Figure 4: Attitudes toward movie theater alternatives, August 2015
            • Theater selection is all about convenience
              • Figure 5: Factors impacting movie theater choice, August 2015
            • The opportunities
              • Appeal to key demographics
                • Figure 6: Movie attendance in the last six months by gender, age, race/Hispanic origin, and household income, August 2015
              • Movie theaters can re-anchor prices in the minds of consumers
                • Figure 7: Reasons for not attending the movies, August 2015
              • Regain lost revenue through new business models
                • What it means
                • The Market – What You Need to Know

                  • Expectation for moderate growth, driven by ancillary revenues
                    • Concessions and in-theater advertising are leading market segments
                      • Increased competition dampens attendance
                        • Revenue sharing may benefit studios and theaters alike
                          • Population factors and leisure spending an advantage for theaters
                          • Market Size and Forecast

                            • Expectation for moderate revenue growth
                              • Figure 8: Total US sales and fan chart forecast of movie theater revenues, at current prices, 2010-20
                              • Figure 9: Total US sales and forecast of movie theater revenues, at current prices, 2010-20
                          • Market Breakdown

                            • Overview
                              • Figure 10: Total US movie theater revenues and forecast, by segment, at current prices, 2010-20
                            • Box office admissions to pace inflation
                              • Figure 11: Total US sales and fan chart forecast of movie theater box office revenues, at current prices, 2010-20
                            • Innovation key to concessions growth
                              • Figure 12: Total US sales and fan chart forecast of movie theater concessions revenues, at current prices, 2010-20
                            • Advertising revenues to climb
                              • Figure 13: Total US sales and fan chart forecast of movie theater advertising revenues, at current prices, 2010-20
                            • Ticket prices rise moderately
                              • Figure 14: Average US movie theater ticket prices, 2000-14
                            • New screening formats offset declining attendance
                              • Figure 15: US/Canada box office revenues, in billions, 2005-14
                          • Market Perspective

                            • At-home viewing options continue to expand
                              • Shrinking release window spurs revenue sharing models
                                • Figure 16: Average video release window, in days, 2000-14
                            • Market Factors

                              • Growth in Hispanic population will support per capita attendance
                                • Spending in leisure categories benefits theaters
                                • Key Players – Overview

                                  • Major chains control the bulk of US movie theaters
                                    • Figure 17: Annual revenues for major theater groups, in millions, 2014
                                    • Figure 18: Number of theaters and screens for major theater groups, 2014
                                • Key Players

                                  • Regal Entertainment Group
                                    • AMC Entertainment
                                      • Cinemark
                                        • Carmike Cinemas
                                          • National CineMedia brings FirstLook to 20,000 theaters
                                            • Open Road Films supports AMC and Regal during ‘dump months’
                                            • Key Strategies – What You Need to Know

                                              • Experience is all
                                                • More than a movie
                                                  • Safety first
                                                    • Is 4D the next 3D?
                                                    • Blockbusters – What’s Working

                                                      • Theaters’ investment in luxury seating reaps rewards
                                                        • Expanded theater menus improve concession revenues
                                                          • AMC Sensory Friendly Films
                                                            • Food and beverage kiosks lead to impulse purchases
                                                              • Special events attract super fans
                                                              • Flops – What’s Struggling

                                                                • Ticket prices top out
                                                                  • Theater safety top of mind
                                                                    • DOJ investigates anti-competitive environment
                                                                      • Risky environment breeds cautious movie-making
                                                                        • Figure 19: Domestic and worldwide gross revenues from the Pirates of the Caribbean movie series, 2003-11
                                                                      • Piracy threatens small-budget movies
                                                                      • Previews – What’s Next

                                                                        • Gamers take over movie screens
                                                                          • 4D movie theater Expansion
                                                                            • Movie theater subscription services
                                                                              • Crowd sourced screenings
                                                                              • The Consumer – What You Need to Know

                                                                                • Majority of Americans have seen a movie in the last six months
                                                                                  • The closest movie theater wins
                                                                                    • Kids are influencers
                                                                                      • Friends are likely companions and a trusted resource for reviews
                                                                                        • Concessions are crucial
                                                                                          • Engaged moviegoers likely to use mobile apps
                                                                                            • High prices are an obstacle to frequent movie going
                                                                                            • Movie Theater Attendance

                                                                                                • Attendance continues to wane
                                                                                                  • Figure 20: Annual movie ticket sales, 2000-15
                                                                                                • The average American has gone to the movies in the last six months
                                                                                                  • Studios and theaters focus on young audiences
                                                                                                    • Figure 21: Top grossing films, by year, 2000-15*
                                                                                                  • Household income has little impact on attendance
                                                                                                    • Hispanic moviegoers likely to be frequent attendees
                                                                                                      • Figure 22: Movie attendance in the last six months by gender, age, race, Hispanic origin, and household income, August 2015
                                                                                                    • A third of moviegoers see 1-2 movies in a 6-month period
                                                                                                      • Figure 23: Frequency of movie attendance in the last six months by age, August 2015
                                                                                                  • Choosing a Movie Theater

                                                                                                      • Moviegoers look first for proximity
                                                                                                        • Figure 24: Factors impacting movie theater choice, August 2015
                                                                                                      • Men more apt to seek out specific screen formats
                                                                                                        • Figure 25: Factors impacting movie theater choice, by gender, August 2015
                                                                                                      • Black moviegoers look to avoid crowds
                                                                                                        • Figure 26: Factors impacting movie theater choice, by race, August 2015
                                                                                                    • The Family Trip to the Movies

                                                                                                        • Parents with young kids are likely moviegoers
                                                                                                          • Figure 27: Frequency of movie-going, by parental status, August 2015
                                                                                                        • Kids often decide which movie to see
                                                                                                          • Figure 28: Kids’ movie attendance in the last three months, 2006-15
                                                                                                        • Previews persuade kids 6-11
                                                                                                          • Figure 29: Kids’ reasons for going to the movies, April 2014-June 2015
                                                                                                      • Reasons to Go to the Movies

                                                                                                          • Adult moviegoers more likely to attend with a friend than with a date
                                                                                                            • Figure 30: Reasons to go to the movies, by age, by marital status, August 2015
                                                                                                          • Word of mouth inspires movie attendance
                                                                                                            • Hispanic moviegoers anticipate opening weekend
                                                                                                              • Blacks interested in films with specific actors
                                                                                                                • Figure 31: Reasons to go to the movies, by Hispanic origin, by race, August 2015
                                                                                                            • Movie Theater Purchases

                                                                                                                • The importance of popcorn
                                                                                                                  • A subscription model for theaters
                                                                                                                    • Figure 32: Select movie theater purchases – Have purchased and interested in purchasing, by gender, August 2015
                                                                                                                  • Household income and the premium movie experience
                                                                                                                    • Hispanic moviegoers spend on all the extras
                                                                                                                      • Figure 33: Select movie theater purchases, by Hispanic origin, August 2015
                                                                                                                    • Black consumers interested in movie theater dining
                                                                                                                      • Figure 34: Select movie theater purchases, by race, August 2015
                                                                                                                    • Mobile app usage correlated with purchases
                                                                                                                      • Figure 35: Select movie theater purchases, by app usage, August 2015
                                                                                                                  • Encouraging Theater Attendance

                                                                                                                      • Ticket prices continue to be the primary barrier
                                                                                                                        • Opportunity for theaters to play match-maker
                                                                                                                          • Figure 36: Reasons for not attending the movies, August 2015
                                                                                                                        • The majority of people prefer home viewing
                                                                                                                          • Figure 37: Attitudes toward movie theater alternatives, by moviegoers and non-moviegoers, August 2015
                                                                                                                        • Television renaissance brings movie stars to the small screen
                                                                                                                        • The Impact of Previews and Reviews

                                                                                                                            • Audience reviews are a trusted source
                                                                                                                              • Movie trailers delight moviegoers and non-moviegoers
                                                                                                                                • Figure 38: Attitudes toward movie reviews, by all and moviegoers, August 2015
                                                                                                                            • Attitudes toward 3D and IMAX

                                                                                                                                • Recent moviegoers more willing to pay for 3D
                                                                                                                                  • Figure 39: Attitudes toward 3D, by recency of movie attendance, August 2015
                                                                                                                                • Black moviegoers less familiar with IMAX format
                                                                                                                                  • Figure 40: Attitudes toward 3D and IMAX, by race, August 2015
                                                                                                                              • Key Drivers Analysis – Encouraging Frequent Attendance

                                                                                                                                    • Figure 41: Key drivers of attitudes toward movies (any agree) – Odds ratio, B value, % agree, August 2015
                                                                                                                                    • Figure 42: Key drivers of attitudes toward movies (any agree), August 2015
                                                                                                                                    • Figure 43: Key drivers of attitudes toward movies (any disagree) – Odds ratio, B value, % disagree, August 2015
                                                                                                                                    • Figure 44: Key drivers of attitudes toward movies (any disagree), August 2015
                                                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                                                  • Data sources
                                                                                                                                    • Fan chart forecast
                                                                                                                                      • Consumer survey data
                                                                                                                                        • Key drivers methodology
                                                                                                                                          • Abbreviations and terms
                                                                                                                                            • Abbreviations
                                                                                                                                              • Terms
                                                                                                                                              • Appendix – Market

                                                                                                                                                  • Figure 45: Total US sales and forecast of movie theater revenues, at current prices, 2010-20
                                                                                                                                                  • Figure 46: Total US box office revenues and forecast, at current prices, 2010-20
                                                                                                                                                  • Figure 47: Total US concession revenues and forecast, at current prices, 2010-20
                                                                                                                                                  • Figure 48: Total US movie theater advertising revenues and forecast, at current prices, 2010-20
                                                                                                                                                  • Figure 49: Total US revenues and forecast of other income categories, at current prices, 2010-20
                                                                                                                                                  • Figure 50: Market share of movie theater market segments, 2013-15
                                                                                                                                                  • Figure 51: Title of movie most recently seen, August 2015
                                                                                                                                              • Appendix – Key Players

                                                                                                                                                  • Figure 52: Domestic and worldwide gross revenues from the Pirates of the Caribbean movie series, 2003-11
                                                                                                                                                  • Figure 53: Annual US movie ticket sales, 2000-15
                                                                                                                                                  • Figure 54: Total domestic movie gross, US and Canada, by month, in millions, January 2014-December 2014
                                                                                                                                              • Appendix – Consumer

                                                                                                                                                  • Figure 55: Movie theater attendance among kids, 2006-15
                                                                                                                                                  • Figure 56: Teens reasons for going to the movies, April 2014-June 2015
                                                                                                                                                  • Figure 57: Movie theater companions for teens, April 2014-June 2015

                                                                                                                                              Companies Covered

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                                                                                                                                              Movie Theaters - US - November 2015

                                                                                                                                              US $3,995.00 (Excl.Tax)