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Movie Theaters - US - October 2017

Movie theaters face stiff competition from other content providers for consumers’ leisure time and dollars. However, total movie theater revenues are estimated to reach $17.2 billion in 2017, representing a 23.1% increase from 2012-17. As ticket prices rise and theater menus expand, Mintel forecasts total movie theater revenues will grow 18.4% over the next five years to reach $20.4 billion in 2022.

This report looks at the following areas:

  • Streaming options combat high ticket prices
  • Sequel fatigue changes movie landscape
  • Disconnect between desires and reality
  • US theater performance may not be necessary to studio success

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Streaming options combat high ticket prices
              • Figure 1: Average movie ticket price and annual US and Canada admissions, 2008-17
            • Sequel fatigue changes movie landscape
              • Disconnect between desires and reality
                • Figure 2: When moviegoers see movies, January 2016-March 2017
              • US theater performance may not be necessary to studio success
                • The opportunities
                  • Nearly universal satisfaction with movie theaters
                    • Figure 3: Satisfaction with movie theater features, July 2017
                  • Expanding menus open up concessions potential
                    • Figure 4: US movie theater revenue change – By segment, at current prices, 2012-17 and 2017-22
                  • Reviews influential to success
                    • Figure 5: Movie considerations – Any reviews, by key demographics, July 2017
                  • Hispanic market opening doors
                    • Figure 6: Population by Hispanic origin, 2012-22
                  • Younger moviegoers seeking more
                    • Figure 7: Movie theater purchases, by age, July 2017
                  • What it means
                  • The Market – What You Need to Know

                    • Slow growth for movie theater revenue
                      • Box office struggling, concessions promising
                        • Other content providers competing with theaters
                          • Changing market disconnected from consumer desires
                          • Market Size and Forecast

                            • Steady growth forecasted despite issues
                              • Figure 8: Total US movie theaters revenue and forecast, at current prices, 2011-21
                              • Figure 9: Total US movie theaters revenue and forecast, at current prices, 2012-22
                          • Market Breakdown

                            • Box office admissions have the greatest impact
                              • Figure 10: Total US movie theater revenues, by share of segment, 2017
                            • Rough summer stunts box office growth
                              • Figure 11: Total US movie theater box office revenue and forecast, at current prices, 2012-22
                            • New concessions show promise
                              • Figure 12: Total US movie theater concessions revenue and forecast, at current prices, 2012-22
                            • Advertising revenue brings steady growth
                              • Figure 13: Total US movie theater advertising revenue and forecast, at current prices, 2012-22
                          • Market Perspective

                            • Prices rise as admissions stagnate
                              • Figure 14: Average movie ticket price and annual US and Canada admissions, 2008-17
                            • Easy to stream movies at home…
                              • …and on the go
                                • Television advertising lucrative, engaging
                                  • Gaming offers immersive entertainment
                                  • Market Factors

                                    • Teens, kids more likely to see movies
                                      • Share of kids seeing movies consistently high…
                                        • Figure 15: Adults, kids, and teens movie attendance, February 2007-May 2017
                                      • …but fewer households with children could hurt family films
                                        • Figure 16: Households, by presence of related children, 2006-16
                                      • Late viewing doesn’t support shorter time in theaters
                                        • Figure 17: When moviegoers see movies, January 2016-March 2017
                                      • 3D losing steam
                                        • Figure 18: Interest in 3D, February 2010-March 2017
                                      • Action tops preferred genres, and studios respond
                                        • Figure 19: Preferred movie genres, January 2016-March 2017
                                      • Sequel fatigue limiting big blockbusters
                                        • Figure 20: Top grossing films in the United States, 2016-17
                                      • Hispanic growth could open movie market
                                        • Figure 21: Population by Hispanic origin, 2012-22
                                    • Key Players – What You Need to Know

                                      • Major theater chains expanding
                                        • Comfortable spaces appeal
                                          • Easy access to content makes it difficult to justify theater trip
                                            • Making money in new ways
                                            • Leading Movie Theater Chains

                                              • Acquisitions, expansions propel AMC Theaters
                                                • Figure 22: Number of locations owned by movie theater chains, 2012-16
                                                • Figure 23: Total annual revenue of movie theater chains, 2012-16
                                            • What’s Working?

                                              • A luxurious night at the movies
                                                • The comforts of home
                                                  • Expanding the menu
                                                    • Preselection of seats ensures quality experience
                                                      • Some movies no longer “critic proof”
                                                        • Open doors to movies everyone can enjoy
                                                          • Premium formats maintain movie magic
                                                            • Exclusive engagements bring in atypical moviegoer
                                                            • What’s Struggling?

                                                              • Competing with online quality, accessibility
                                                                • Instant access to movies in theaters
                                                                  • Streaming service syndrome
                                                                    • Hackers leak exclusive content
                                                                      • Shhh, no spoilers!
                                                                        • Short runs place emphasis on opening weekend
                                                                          • Movie theater “death” narrative on repeat
                                                                          • What’s Next?

                                                                            • Movie theater subscriptions moving forward despite backlash
                                                                              • Asian market influencing content
                                                                                • Putting greater emphasis on other revenue streams
                                                                                  • Creating immersive film experiences
                                                                                    • IMAX uses VR to suck people in
                                                                                      • Moving into the fourth dimension
                                                                                        • Moviegoers might choose their own adventures
                                                                                          • Apps to make movie experience more comfortable
                                                                                          • The Consumer – What You Need to Know

                                                                                            • Core moviegoing base ensures growth
                                                                                              • Trailers, reviews important do decision making
                                                                                                • Traditional movie snacks still dominate
                                                                                                  • Theater loyalty firmly established
                                                                                                    • Prices deter non-moviegoers
                                                                                                      • Moviegoers highly satisfied
                                                                                                        • Out with the old, in with the new
                                                                                                          • Moviegoers make the most out of theaters
                                                                                                            • Don’t ruin the movie
                                                                                                              • Moviegoer segments reveal key targets
                                                                                                              • Movie Theater Attendance

                                                                                                                  • Four in 10 adults have seen movies in the last month
                                                                                                                    • Figure 24: Movie theater attendance, July 2017
                                                                                                                  • Visiting less than once a month common
                                                                                                                    • Figure 25: Frequency of movie theater attendance, January 2016-March 2017
                                                                                                                  • Young men go the most frequently
                                                                                                                    • Figure 26: Movie theater attendance, by gender and age, July 2017
                                                                                                                  • Parents bringing the kids
                                                                                                                      • Figure 27: Movie theater attendance, by parental status, July 2017
                                                                                                                    • Hispanics make it to the movies
                                                                                                                      • Figure 28: Movie theater attendance, by Hispanic origin, July 2017
                                                                                                                  • Movie Considerations

                                                                                                                      • Know what you’re getting in to
                                                                                                                        • Being prepared with showtimes, reviews
                                                                                                                          • Teasing the full thing
                                                                                                                            • Advanced booking used by some
                                                                                                                              • Figure 29: Movie considerations, July 2017
                                                                                                                            • Young women like to be prepared, men trust reviews
                                                                                                                              • Figure 30: Movie considerations, by gender and age, July 2017
                                                                                                                            • Parents ensure wholesome fun
                                                                                                                              • Figure 31: Movie considerations, by parental status, July 2017
                                                                                                                            • Black moviegoers enjoy trailers
                                                                                                                              • Figure 32: Movie considerations – Watched trailer, by race and Hispanic origin, July 2017
                                                                                                                          • Movie Theater Purchases

                                                                                                                              • Tried and true snacks popular
                                                                                                                                  • Figure 33: Movie theater purchases, July 2017
                                                                                                                                • Younger adults have a sweet tooth
                                                                                                                                  • Figure 34: Movie theater purchases, by age, July 2017
                                                                                                                                • Parents with two kids treat
                                                                                                                                  • Figure 35: Movie theater purchases, by number of children under 18 in household, July 2017
                                                                                                                                • Older women non-spenders
                                                                                                                                  • Figure 36: Movie theater non-purchasers, by key demographics, July 2017
                                                                                                                              • Reasons to Visit Movie Theaters

                                                                                                                                  • Proximity, loyalty drive theater choices
                                                                                                                                      • Figure 37: Reasons to visit movie theaters, July 2017
                                                                                                                                    • Older adults want reliability, younger seek value
                                                                                                                                      • Figure 38: Reasons to visit movie theaters, by age, July 2017
                                                                                                                                    • Give parents the extras
                                                                                                                                      • Figure 39: Reasons to visit movie theaters – Select items, by parental status, July 2017
                                                                                                                                    • Value, format more important for Hispanics
                                                                                                                                      • Figure 40: Reasons to visit movie theaters – Select items, by Hispanic origin, July 2017
                                                                                                                                  • Reasons to Avoid Movie Theaters

                                                                                                                                      • High ticket prices are greatest deterrent
                                                                                                                                        • Figure 41: Reasons to avoid movie theaters, July 2017
                                                                                                                                      • Quality, social priorities show between ages
                                                                                                                                        • Figure 42: Reasons to avoid movie theaters – Select items, by age, July 2017
                                                                                                                                      • Suburban residents need relevance, urbanites too busy
                                                                                                                                        • Figure 43: Reasons to avoid movie theaters – Select items, by area, July 2017
                                                                                                                                    • Satisfaction with Movie Theater Features

                                                                                                                                        • Cinephiles love their movie theaters
                                                                                                                                          • Movie quality, seating given high marks
                                                                                                                                              • Figure 44: Satisfaction with movie theater features, July 2017
                                                                                                                                            • Primary determinants for overall satisfaction align with highly rated features
                                                                                                                                              • Figure 45: Key drivers of overall satisfaction with preferred movie theater, July 2017
                                                                                                                                            • Younger adults enjoy the experience
                                                                                                                                              • Figure 46: Satisfaction with movie theater features – Select items, by age, July 2017
                                                                                                                                            • Hispanics satisfied with service, sweets
                                                                                                                                              • Figure 47: Satisfaction with movie theater features – Select items, by Hispanic origin, July 2017
                                                                                                                                          • Movie Decisions

                                                                                                                                              • New, original content exciting
                                                                                                                                                  • Figure 48: Movie decisions, July 2017
                                                                                                                                                • Younger moviegoers more spontaneous, engaged
                                                                                                                                                  • Figure 49: Movie decisions, by age, July 2017
                                                                                                                                                • Hispanics open to new experiences
                                                                                                                                                  • Figure 50: Movie decisions, by Hispanic origin, July 2017
                                                                                                                                              • Attitudes toward Movie Theater Experiences

                                                                                                                                                  • The joy of the cinema
                                                                                                                                                    • Nine in 10 enjoy the theater experience
                                                                                                                                                      • Half are willing to splurge for higher quality
                                                                                                                                                          • Figure 51: Attitudes toward movie theater experiences, July 2017
                                                                                                                                                        • Solo ventures, full meals less desirable
                                                                                                                                                          • Figure 52: Attitudes toward movie theater preferences, July 2017
                                                                                                                                                        • Young men splurge
                                                                                                                                                          • Figure 53: Attitudes toward movie theater experiences – Select items, by gender and age, July 2017
                                                                                                                                                        • Parents go all out on movie night
                                                                                                                                                          • Figure 54: Attitudes toward movie theater experiences, by number of children under 18 in the household, July 2017
                                                                                                                                                      • Issues with Movie Theaters

                                                                                                                                                          • No talking, no texting, fewer trailers
                                                                                                                                                            • Figure 55: Issues with movie theaters, July 2017
                                                                                                                                                          • Older moviegoers more content
                                                                                                                                                            • Figure 56: Issues with movie theaters, by age, July 2017
                                                                                                                                                          • The comforts of home keep parents away
                                                                                                                                                            • Figure 57: Issues with movie theaters, by parental status, July 2017
                                                                                                                                                        • Segments of Moviegoers

                                                                                                                                                            • Factors
                                                                                                                                                              • Figure 58: Moviegoer segments, July 2017
                                                                                                                                                            • Sentimental Cinephiles (22%)
                                                                                                                                                              • Demographics
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Opportunities
                                                                                                                                                                    • Figure 59: Moviegoer segments – Sentimental Cinephiles, by demographics, July 2017
                                                                                                                                                                  • Film Fanatics (21%)
                                                                                                                                                                    • Demographics
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Opportunities
                                                                                                                                                                          • Figure 60: Moviegoer segments – Film Fanatics, by demographics, July 2017
                                                                                                                                                                        • Eager Agreeables (20%)
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunities
                                                                                                                                                                                • Figure 61: Moviegoer segments – Eager Agreeables, by demographics, July 2017
                                                                                                                                                                              • Social Selectives (20%)
                                                                                                                                                                                • Demographics
                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                    • Opportunities
                                                                                                                                                                                      • Figure 62: Moviegoer segments – Social Selectives, by demographics, July 2017
                                                                                                                                                                                    • Bored Bystanders (17%)
                                                                                                                                                                                      • Demographics
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Opportunities
                                                                                                                                                                                            • Figure 63: Moviegoer segments – Bored Bystanders, by demographics, July 2017
                                                                                                                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                                                                                                                          • Data sources
                                                                                                                                                                                            • Sales data
                                                                                                                                                                                              • Fan chart forecast
                                                                                                                                                                                                • Consumer survey data
                                                                                                                                                                                                  • Consumer qualitative research
                                                                                                                                                                                                    • Abbreviations and terms
                                                                                                                                                                                                      • Abbreviations
                                                                                                                                                                                                        • Terms
                                                                                                                                                                                                        • Appendix – Key Driver Analysis

                                                                                                                                                                                                          • Methodology
                                                                                                                                                                                                            • Interpretation of results
                                                                                                                                                                                                              • Figure 64: Correlation of movie theater features with satisfaction with overall movie experience– Key driver output, July 2017
                                                                                                                                                                                                          • Appendix – The Market

                                                                                                                                                                                                              • Figure 65: Total US movie theater revenues and forecast, at inflation-adjusted prices, 2012-22
                                                                                                                                                                                                              • Figure 66: Total US movie theater revenues and forecast, by segment, at current prices, 2012-22

                                                                                                                                                                                                          Movie Theaters - US - October 2017

                                                                                                                                                                                                          US $3,995.00 (Excl.Tax)