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Movie Theaters - US - November 2016

"Both theater owners and studio executives continue to see moderate revenue growth. While consumers remain hesitant about the overall cost of going to the movies, they are willing to spend around $20 per person for the entire experience. Millennials and Hispanic moviegoers are in favor of allowing social media use in theater, but most would prefer silence and darkness. Theater selection is still mainly based on the convenience of the location, and the “traditional” movie snacks are still the most popular."

Jennifer White Boehm, Associate Director, Financial Services

This report looks at the following areas:

  • Expense continues to be an issue
  • One third are going to the movies less frequently than they did five years ago
  • Convenience still trumps innovation for theater selection

This report examines the US consumer decision-making process for selecting a movie theater:

  • What motivates people to select a movie in the theater?
  • What factors are influencing the consumer's choice of theater/movie?
  • How much are consumers willing to pay for their movie-going experience?
  • What are the barriers for lapsed movie goers?

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The issues
            • Expense continues to be an issue
              • Figure 1: Top reasons for not going to the movies, September 2016
            • One third are going to the movies less frequently than they did five years ago
              • Figure 2: Frequency of movie theater attendance, by age, September 2016
            • Convenience still trumps innovation for theater selection
              • Figure 3: Top reasons for movie theater selection, September 2016
            • The opportunities
              • Consumers are interested in screenings that cater to their lifestyle
                • Kid-free
                  • Figure 4: Interest in “kid-free” screening times, by presence of children in household, September 2016
                • Use of social media
                  • Figure 5: Interest in use of social media in theater, by gender, generation, Hispanic origin, September 2016
                • Challenge the stigma of going to the movies alone
                  • Figure 6: Interest in choosing own movie, by gender, September 2016
                • Create a movie-going experience that begins as patrons walk in the door
                  • There is a concession sales opportunity in adding local specialities and soft pretzels to the theater menu
                    • Figure 7: Interest in concession purchases, September 2016
                  • Catch theatergoers as they leave with innovative advertising
                    • Figure 8: Interest in movie posters/displays, by parent status, September 2016
                  • What it means
                  • The Market – What You Need to Know

                    • Moderate revenue growth continues for movie theaters
                      • Increases in 2015 to level off in 2016
                        • Admissions not keeping up with the increasing price of tickets
                          • Studios continue to rely on sequels to attract consumers to the theater
                            • Binge watching still popular with consumers
                            • Market Size and Forecast

                              • Moderate revenue growth continues across categories
                                • Figure 9: Total US sales and fan chart forecast of movie theater revenues, at current prices, 2011-21
                                • Figure 10: Total US movie theater revenues and forecast, at current prices, 2011-21
                            • Market Breakdown

                              • Increases in 2015 to level off in 2016
                                • Figure 11: Total US movie theater box office receipts and fan chart forecast, at current prices, 2011-21
                                • Figure 12: Total US movie theater box office receipts and forecast, at current prices, 2011-21
                              • Concessions
                                • Figure 13: Total US movie theater concession revenues and fan chart forecast, at current prices, 2011-21
                              • Advertising and other revenues
                                • Figure 14: Total US movie theater advertising and other revenues and fan chart forecast, at current prices, 2011-21
                            • Market Perspective

                              • Admissions not keeping up with the increasing price of tickets
                                • Figure 15: Average ticket price and US/Canada admissions, 2010-15
                              • Netflix, Amazon release 100s of hours of new content
                                • Subscription service membership maintains steady growth
                                  • Figure 16: Subscription to Netflix and Amazon Instant Video, May 2015
                                • Binge watching still popular with consumers
                                  • Figure 17: Attitudes of binging and browsing, May 2015
                              • Market Factors

                                • Consumers continue to expect to spend more on experiences, leisure and entertainment
                                  • Figure 18: Perceived change in spending – spending more, by category, 2013-16
                                • Extra money spent on going out, entertainment
                                  • Figure 19: Where extra money is spent, January 2016
                                • Studios continue to rely on sequels to attract consumers to the theater
                                  • Figure 20: Top grossing films in the United States, 2015-16*
                                • Box office gross climbs in 2015
                                  • Figure 21: US and Canada box office gross, 2000-15
                              • Key Players – Overview

                                • Three out of four top theater groups increase footprint
                                  • Figure 22: Number of theaters and screens for major theater groups in the US, 2014-15
                                  • Figure 23: Annual revenues for major theater groups, in millions, 2015
                              • Key Players – What You Need to Know

                                • Regal Entertainment Group
                                  • AMC
                                    • Carmike
                                      • Cinemark
                                      • What’s Working?

                                        • Studios capitalizing on 90s nostalgia
                                          • IMAX brings back Harry Potter for limited time
                                            • Netflix agrees to simultaneous streaming and in-theater release
                                              • Ticket Twosdays with AT&T
                                                • Improvements in cloud technology will help make movies clearer
                                                • What’s Struggling?

                                                  • Theaters rebelling against shorter window to on-demand video
                                                    • Theaters may not be masking their screens properly
                                                      • Media keeps focusing on the “death” of the movie
                                                        • Attention span may be an ongoing problem
                                                        • What’s Next?

                                                          • Screening Room seeks to stream movies still in theater
                                                            • Movie-watching experience enhanced by interactive ads
                                                              • National CineMedia looks to connect media effectiveness to ticket sales
                                                                • Virtual reality: coming to a movie theater and lobby near you
                                                                  • Niche, customized snack offerings coming to the concessions stand
                                                                  • The Consumer – What You Need to Know

                                                                    • Most consumers have gone to the movies in the past six months
                                                                      • The full movie experience is worth up to $22
                                                                        • Millennials, Hispanics most in favor of in-theater social media use
                                                                          • Younger consumers don’t want to go to the movies alone
                                                                          • Movie Theater Attendance

                                                                              • Most consumers have gone to the movies in the past six months
                                                                                • Figure 24: Timing of most recent trip to the movies, September 2016
                                                                              • Young men are the most regular moviegoers
                                                                                • Figure 25: Timing of most recent trip to the movies, by gender and age, September 2016
                                                                              • Younger consumers attend the movies more frequently
                                                                                • Figure 26: Frequency of movie theater attendance, by age, September 2016
                                                                              • Hispanics significantly more likely to attend more frequently
                                                                                • Figure 27: Frequency of movie theater attendance – More frequently, by race/Hispanic origin, September 2016
                                                                              • Lower-income households cutting back on visits to the movie theater
                                                                                • Figure 28: Rate of movie theater attendance, by household income, September 2016
                                                                            • Choosing a Theater

                                                                                • Convenience still trumps innovation for theater selection
                                                                                  • Figure 29: Reasons for movie theater selection, September 2016
                                                                                • Older moviegoers particularly interested in location
                                                                                  • Figure 30: Reasons for movie theater selection based on proximity, by age, September 2016
                                                                                • Women more interested in proximity; men, in online reviews and format
                                                                                  • Figure 31: Reasons for movie theater selection, by gender, September 2016
                                                                              • How Much are Moviegoers Willing to Pay?

                                                                                  • Moviegoers indicate willingness to pay up to $22 for their movie experience
                                                                                    • Figure 32: Price of movie experience – Optimal price, September 2016
                                                                                  • Strong disagreement in price expectations between moviegoers, non-moviegoers
                                                                                    • Figure 33: Price of movie experience – Bargain, by moviegoers vs non-moviegoers, September 2016
                                                                                  • Anything more than $26 per person is too expensive
                                                                                    • Figure 34: Price of movie experience – Threshold prices among moviegoers, September 2016
                                                                                  • Price sensitivity analysis methodology
                                                                                    • More than half of Hispanics would consider dynamic movie pricing
                                                                                      • Figure 35: Agreement with dynamic movie pricing, by race/Hispanic origin, September 2016
                                                                                  • Choosing a Movie

                                                                                      • Young men are the most spontaneous movie selectors
                                                                                        • Figure 36: Best way to select a movie, by gender and age, September 2016
                                                                                      • Are sequels, franchises beginning to wear out their welcome?
                                                                                        • Figure 37: Interest in new, original movies, by generation, September 2016
                                                                                      • One third of moviegoers want to be the one who chooses the movie
                                                                                        • Figure 38: Interest in choosing own movie, by gender, September 2016
                                                                                    • What to Eat in the Theater

                                                                                        • Traditional movie concessions still reign supreme
                                                                                          • Figure 39: Concession purchases, September 2016
                                                                                        • Movie theater is a place to splurge on calories
                                                                                          • Figure 40: Interest in concession purchases, September 2016
                                                                                        • Younger consumers more willing to consider new concessions options
                                                                                          • Figure 41: Interest in concession purchases –Interested, by generation, September 2016
                                                                                      • Theater Ambiance

                                                                                          • Millennials, Hispanics most in favor of in-theater social media use
                                                                                            • Figure 42: Interest in use of social media in theater, by gender, generation, Hispanic origin, September 2016
                                                                                          • Most moviegoers, even parents, are looking for “kid-free” screening times
                                                                                            • Figure 43: Interest in “kid-free” screening times, by gender and presence of children in household, September 2016
                                                                                          • Parents looking to posters/displays for movie selection guidance
                                                                                            • Figure 44: Interest in movie posters/displays, by parent status, September 2016
                                                                                        • Reasons for Not Going to the Movies

                                                                                            • Ticket expense remains top obstacle for non-moviegoers
                                                                                              • Figure 45: Reasons for not going to the movies, all, August 2016
                                                                                            • Attention span may be an ongoing problem
                                                                                              • Figure 46: Reasons for not going to the movies, by age, August 2016
                                                                                            • Younger consumers don’t think they have time to go to the movies
                                                                                              • Figure 47: Lack of companion or time as theater attendance obstacle, by generation, September 2016
                                                                                          • Appendix – Data Sources and Abbreviations

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

                                                                                                            • Figure 48: Total US movie theater revenues and forecast, at inflation-adjusted prices, 2011-21
                                                                                                            • Figure 49: Total US movie theater box office revenues and forecast, at inflation-adjusted prices, 2011-21
                                                                                                            • Figure 50: Total US movie theater concession revenues and forecast, at current prices, 2011-21
                                                                                                            • Figure 51: Total US movie theater concession revenues and forecast, at inflation-adjusted prices, 2011-21
                                                                                                            • Figure 52: Total US movie theater advertising and other revenues and forecast, at current prices, 2011-21
                                                                                                            • Figure 53: Total US movie theater advertising and other revenues and forecast, at inflation-adjusted prices, 2011-21
                                                                                                        • Appendix – Consumer

                                                                                                            • Figure 54: Timing of movie attendance, by generation, October 2015-June 2016
                                                                                                            • Figure 55: Selection of 3-D movie format if available, by generation, October 2015-June 2016

                                                                                                        Companies Covered

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                                                                                                        Movie Theaters - US - November 2016

                                                                                                        US $3,995.00 (Excl.Tax)