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Movie Theaters - US - December 2018

"Despite increasing competition from new media, there is still consistent interest in movie theaters. Investments in premium formats, foodservice offerings, and loyalty programs are helping to match shifting consumer attitudes and expectations for what a movie theater experience should be. Avid moviegoers are the most likely to adopt these changing norms, as many casual moviegoers are still cemented in traditional perceptions of theaters."
- John Poelking, Leisure & Media Analyst

This Report looks at the following areas:

  • Grabbing the average moviegoer 
  • Factoring in concessions
  • Competing with new media 
  • Utilizing movie theater subscriptions

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Total US movie theater revenues and forecast, at current prices, 2013-23
        • Grabbing the average moviegoer
          • The issue: Moviegoers consistent, but infrequent
            • Figure 2: Frequency of movie theater visits in past three months, October 2018
          • The opportunity: Using trailers and reviews to encourage frequent moviegoing
            • Figure 3: Movie promotions and recommendations, October 2018
          • Factoring in concessions
            • The issue: Classic snacks still the standard
              • Figure 4: Movie theater purchases, October 2018
            • The opportunity: Expanding the idea of a night out
              • Figure 5: Meals and nights out at movie theaters, October 2018
            • Competing with new media
              • The issue: Moviegoers will wait for digital releases
                • Figure 6: Attitudes toward home entertainment, October 2018
              • The opportunity: Placing value in the theater experience
                • Figure 7: Cost of movie theaters, October 2018
              • Utilizing movie theater subscriptions
                • The issue: MoviePass left a bad taste
                  • The opportunity: Sustainable options could close gap between interest and action
                    • Figure 8: Profile of actual and potential theater subscription users, by key demographics, October 2018
                  • What it means
                  • The Market – What You Need to Know

                    • Steady revenue growth following poor performance in 2017
                      • Different growth rates across movie theater segments
                        • Familiar titles justify more dollars
                          • Hollywood forced to adapt
                          • Market Size and Forecast

                            • Revenues steadily rising, but fluctuations are possible
                              • Figure 9: Total US movie theater revenues and forecast, at current prices, 2013-23
                              • Figure 10: Total US movie theater revenues and forecast, at current prices, 2013-23
                          • Market Breakdown

                            • Box office drives movie theater revenue
                              • Figure 11: Share of movie theater revenues, by segment, 2018
                            • Box office
                              • Figure 12: Total US box office revenues and forecast, at current prices, 2013-23
                              • Figure 13: Total US box office revenues and forecast, at current prices, 2013-23
                            • Concessions
                              • Figure 14: Total US movie theater concessions revenues and forecast, at current prices, 2013-23
                              • Figure 15: Total US movie theater concessions revenues and forecast, at current prices, 2013-23
                            • Advertising
                              • Figure 16: Total US movie theater advertising revenues and forecast, at current prices, 2013-23
                              • Figure 17: Total US movie theater advertising revenues and forecast, at current prices, 2013-23
                          • The Movie Industry

                            • Ticket price driving box office growth
                              • Figure 18: Average movie ticket price, 2008-18
                            • Franchises bring the big hits
                                • Figure 19: Top 20 grossing films in the US and Canada, 2017 and 2018
                              • Opening weekend isn’t everything
                                • Figure 20: When moviegoers see movies, April 2017-June 2018
                              • Big laughs, bangs on the big screen
                                • Figure 21: Favorite genres to see in theaters, April 2017-June 2018
                            • Market Perspective

                              • International influence taking hold of American movies
                                • Upheaval in Hollywood impacting content
                                  • The importance of home entertainment
                                  • Key Players – What You Need to Know

                                    • Theater chains thriving
                                      • 2018: The year MoviePass almost was
                                        • Staying relevant to moviegoers
                                          • Shifting industry standards hurting theaters
                                            • Making the theater experience all-encompassing
                                            • Movie Theater Chains

                                              • AMC
                                                • Regal
                                                  • Cinemark
                                                    • Alamo Drafthouse
                                                    • Spotlight – MoviePass

                                                      • The rise: A potential game changer
                                                        • The plateau: Staying relevant and sustainable
                                                          • The fall: Where it sits now
                                                          • What’s Working?

                                                            • Continued emphasis on the menu
                                                              • Finding the special amidst the familiar
                                                                • Making ticket buying easier
                                                                  • The right kind of subscription service
                                                                  • What’s Struggling?

                                                                    • Movie studios shifting focus to home
                                                                      • Small town movie theaters bleeding out
                                                                        • Competing with day-and-date
                                                                        • What’s Next?

                                                                          • The next steps in immersion
                                                                            • BYOH (bring your own headphones)
                                                                              • Three screens are the charm
                                                                                • Studios moving into theater ownership
                                                                                  • Making the theater experience virtual
                                                                                    • More theaters adding subscription services
                                                                                    • The Consumer – What You Need to Know

                                                                                      • Theater visit frequency is steady
                                                                                        • Foodservice offerings have room to grow
                                                                                          • Getting a peak behind the curtain
                                                                                            • Difficult to differentiate theater chains
                                                                                              • Capitalizing on interest in movie theater subscriptions
                                                                                                • Reaching moviegoers in lobbies and before showtimes
                                                                                                  • Heavy competition from digital offerings
                                                                                                  • Movie Theater Attendance

                                                                                                    • Key opportunity
                                                                                                      • Two thirds of adults have gone to the movies recently
                                                                                                        • Figure 22: Movie theater attendance, October 2018
                                                                                                      • Averaging a movie a month
                                                                                                        • Figure 23: Frequency of movie theater visits in past three months, October 2018
                                                                                                      • Frequent moviegoers primed for loyalty programs
                                                                                                        • Figure 24: Profile of frequent moviegoers, by key demographics, October 2018
                                                                                                    • Movie Theater Purchases

                                                                                                      • Key opportunity
                                                                                                        • Theaters not necessarily the only destination on a night out
                                                                                                          • Figure 25: Meals and nights out at movie theaters, October 2018
                                                                                                        • Traditional movie snacks dominate purchases
                                                                                                          • Figure 26: Movie theater purchases, October 2018
                                                                                                        • Black, Hispanic moviegoers taking full advantage of offerings
                                                                                                          • Figure 27: Movie theater purchases – Select items, by race and Hispanic origin, October 2018
                                                                                                      • Movie Promotions and Recommendations

                                                                                                        • Key opportunity
                                                                                                          • Driving theater visits
                                                                                                            • Promotional materials driven by trailers
                                                                                                              • Reviews matter only matter to some
                                                                                                                • Figure 28: Movie promotions and recommendations, October 2018
                                                                                                              • Learning as much as possible before investing
                                                                                                                • Figure 29: Attitudes toward movie reputations, October 2018
                                                                                                              • Young adults influenced by word of mouth
                                                                                                                • Figure 30: Attitudes toward movie reputations, by age, October 2018
                                                                                                              • Parents listen to family and friends
                                                                                                                • Figure 31: Movie promotions and recommendations – Select items, by parental status, October 2018
                                                                                                            • Movie Theater Features

                                                                                                              • Key opportunity
                                                                                                                • Lack of differentiation between chains
                                                                                                                  • Seating, selection stand out
                                                                                                                    • Figure 32: Perceptions of movie theater chains, October 2018
                                                                                                                • Movie Theater Subscriptions

                                                                                                                  • Key opportunity
                                                                                                                    • One third of moviegoers interested in subscriptions
                                                                                                                      • Figure 33: Attitudes toward movie theater subscription services, October 2018
                                                                                                                    • Opportunities to turn interest into action
                                                                                                                      • Figure 34: Profile of actual and potential theater subscription users, by key demographics, October 2018
                                                                                                                  • Visiting the Theater

                                                                                                                    • Key opportunity
                                                                                                                      • Moviegoers are spontaneous, but prepared
                                                                                                                        • Figure 35: Visiting the theater, October 2018
                                                                                                                      • Young moviegoers adhering to new norms
                                                                                                                        • Figure 36: Visiting the theater, by age, October 2018
                                                                                                                      • Non-parents more prepared to go alone
                                                                                                                        • Figure 37: Visiting the theater, by parental status, October 2018
                                                                                                                    • Competing with Home Video

                                                                                                                      • Key opportunity
                                                                                                                        • Theaters face stiff competition from home viewing
                                                                                                                          • Figure 38: At-home and in-theater viewing, October 2018
                                                                                                                        • The waiting is not the hardest part
                                                                                                                          • Figure 39: Attitudes toward home entertainment, October 2018
                                                                                                                        • Theaters can be worth it, but high costs don’t help
                                                                                                                            • Figure 40: Cost of movie theaters, October 2018
                                                                                                                          • Older adults situated with at-home viewing
                                                                                                                            • Figure 41: At-home and in-theater viewing, by age, October 2018
                                                                                                                          • More reason to visit theaters for Black, Hispanic moviegoers
                                                                                                                            • Figure 42: At-home and in-theater viewing, by race and Hispanic origin, October 2018
                                                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                                                          • Data sources
                                                                                                                            • Sales data
                                                                                                                              • Consumer survey data
                                                                                                                                • Consumer qualitative research
                                                                                                                                  • Abbreviations and terms
                                                                                                                                    • Abbreviations
                                                                                                                                      • Terms
                                                                                                                                      • Appendix – The Market

                                                                                                                                          • Figure 43: Total US sales and forecast of movie theater revenue, at inflation-adjusted prices, 2013-23
                                                                                                                                          • Figure 44: Total US sales and forecast of box office revenue, at inflation-adjusted prices, 2013-23
                                                                                                                                          • Figure 45: Total US sales and forecast of movie theater concessions revenue, at inflation-adjusted prices, 2013-23
                                                                                                                                          • Figure 46: Total US sales and forecast of movie theater advertising revenues, at inflation-adjusted prices, 2013-23

                                                                                                                                      Movie Theaters - US - December 2018

                                                                                                                                      US $4,395.00 (Excl.Tax)