Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

Description

Description

Covered in this report

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


Companies that own, lease, manage, or operate facilities for the day-to-day commercial display of films are the subject of this report, and are referred to as “movie theaters.


The term “moviegoer” is used throughout the report to refer to adults aged 18+ who have visited a movie theater in the previous six months.

"The moviegoing audience is stable but continues to be bombarded with increased competition in the entertainment space. Widely available and inexpensive in-home streaming services have lowered consumers’ expectations of what seeing a movie should cost. Investments in concessions, comfortable seating and new pricing models will only go so far to support the movie theater markets, as quality movies still need to flood multiplexes in order to make the experience worthwhile for the average consumer."
- John Poelking, Leisure & Media Analyst

This report covers the following areas:

  • Moviegoers find less value in a visit
  • Consumers still seeking quality concessions
  • Comfy seating keeps crowds content
  • Relying on users and original ideas to create conversation

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Figure 1: Total US sales and fan chart forecast of movie theater revenue, at current prices, 2014-24
        • Top takeaways
          • Key consumer trends
            • Moviegoers find less value in a visit
              • Figure 2: Price Sensitivity – Optimal price, September 2019
            • Consumers still seeking quality concessions
              • Figure 3: Movie theater concessions purchased, September 2019
            • Comfy seating keeps crowds content
              • Figure 4: Improvements to movie theaters, September 2019
            • Relying on users and original ideas to create conversation
              • Figure 5: Attitudes toward movies and reviews, September 2019
            • What it means
            • The Market – What You Need to Know

              • Revenue forecast for steady growth in coming years
                • Box office fluctuates but concessions show strong growth
                  • Cultural shifts impact movie theater performance
                    • Competition at home can make movie theaters an expensive endeavor
                    • Market Size and Forecast

                      • Movie theater revenue estimated for mild growth
                        • Figure 6: Total US sales and fan chart forecast of movie theater revenue, at current prices, 2014-24
                        • Figure 7: Total US sales and forecast of market, at current prices, 2014-24
                    • Market Breakdown

                      • Box office continues to drive movie theater revenue
                        • Figure 8: Movie theater revenue, by segment, 2019
                      • Box office
                          • Figure 9: Total US sales and fan chart forecast of box office revenue, at current prices, 2014-24
                          • Figure 10: Total US sales and fan chart forecast of box office revenue, at current prices, 2014-24
                        • Concessions
                          • Figure 11: Total US sales and fan chart forecast of movie theater concessions revenue, at current prices, 2014-24
                          • Figure 12: Total US sales and fan chart forecast of movie theater concessions revenue, at current prices, 2014-24
                        • Advertising
                          • Figure 13: Total US sales and fan chart forecast of movie theater advertising revenue, at current prices, 2014-24
                          • Figure 14: Total US sales and fan chart forecast of movie theater advertising revenue, at current prices, 2014-24
                      • The Movie Industry

                        • Action dominates movie genres
                          • Figure 15: Genres of movies seen, September 2019
                        • 3D starting to lose its novelty
                          • Figure 16: 3D viewing, 2015-19
                        • International influence making its mark on US market
                          • Disney makes up lion’s share of market
                            • Average ticket price hitting record highs
                              • Figure 17: Average movie ticket price, 2009-19
                            • Calls for inclusivity affecting content output
                            • Market Perspective

                              • The streaming wars and what they mean for theaters
                                • Figure 18: Awareness and interest in emerging streaming services, June 2019
                              • Family entertainment budgets are shifting amidst new digital age
                                • Figure 19: Price ranges of family entertainment budgets, 2016 vs 2019
                              • Visiting a theater is a comfortable way to spend a night out
                                • Figure 20: Preference of out-of-home leisure activities, August 2019
                            • Key Players – What You Need to Know

                              • Three chains crowd the market
                                • Finding new ways to engage the same audience
                                  • Shooting for the moon but getting stuck in the past
                                    • New models impacting theater landscape
                                    • Movie Theater Chains

                                      • Three chains visited by three quarters of moviegoers
                                        • AMC
                                          • Regal
                                            • Cinemark
                                              • The rest
                                                • Figure 21: Theater chain visited most frequently, by share of moviegoers, September 2019
                                              • Age shows differentiation in brand preferences
                                                • Figure 22: Theater chain visited most frequently, by age, September 2019
                                              • Regional access heavily impacts theater chain visits
                                                • Figure 23: Theater chain visited most frequently, by region, September 2019
                                            • What’s Working

                                              • Theaters take the subscription game on themselves
                                                • Horror presents value for moviegoers, studios
                                                  • Dynamic ad offerings before movies
                                                  • What’s Struggling

                                                    • Hard times for small theaters
                                                      • Third-party subscriptions couldn’t find footing
                                                        • Luxury chains struggle in value-driven market
                                                          • A cool summer at the box office
                                                            • Technology didn’t catch up for film releases
                                                            • What to Watch

                                                              • Variable pricing helps find value in any genre
                                                                • Advertising to affluent moviegoers
                                                                  • Political climate impacting releases
                                                                    • How theaters respond to Netflix’s theatrical ambitions
                                                                      • Extending influence beyond the big screen
                                                                      • The Consumer – What You Need to Know

                                                                        • A stable share of moviegoers
                                                                          • Growing concessions as part of a night out
                                                                            • Movie theaters winning overall, but at-home preferences highlight opportunities
                                                                              • Comfort, pricing crucial to improving movie theaters
                                                                                • Opportunities to reach horror and romance fans
                                                                                  • Moviegoers seeing less value in a theater experience
                                                                                    • Investing in moviegoers and the quality of movies
                                                                                    • Movie Theater Attendance and Frequency

                                                                                      • Most adults still go to the movies
                                                                                        • Figure 24: Most recent movie theater visit, September 2019
                                                                                      • Frequency of attendance has not changed
                                                                                        • Figure 25: Frequency of movie theater visits, September 2019
                                                                                      • Cinemark patrons frequent the theater
                                                                                        • Figure 26: Frequency of movie theater visits, by preferred theater chain, September 2019
                                                                                    • Concessions and Dining

                                                                                      • Theaters compete on experience, not on food quality
                                                                                        • Figure 27: Home vs theater – Food preferences, September 2019
                                                                                      • Tried and true concessions remain moviegoing favorites
                                                                                        • Figure 28: Movie theater concessions purchased, September 2019
                                                                                      • Younger generations more experimental with food options
                                                                                        • Figure 29: Movie theater concessions purchased, by generation, September 2019
                                                                                      • AMC, Cinemark patrons want more than just popcorn
                                                                                        • Figure 30: Movie theater concessions purchased, by preferred theater chain, September 2019
                                                                                    • Movie Theaters vs Home Entertainment

                                                                                      • Winning on overall experience, losing on the specifics
                                                                                        • Figure 31: Home vs theater – Movie experience, September 2019
                                                                                      • A nice night out without kids
                                                                                        • Figure 32: Home vs theater – Social experience, September 2019
                                                                                      • Holding out for the heroes
                                                                                        • Figure 33: Home vs theater – Genres, September 2019
                                                                                    • Movie Theater Improvements

                                                                                      • Comfort beats reservations for seating
                                                                                        • Figure 34: Improvements to movie theaters – Seating, September 2019
                                                                                      • Pricing can be improved for loyal patrons
                                                                                        • Figure 35: Improvements to movie theaters – Pricing and loyalty, September 2019
                                                                                      • Quality of existing services might already be high
                                                                                        • Figure 36: Improvements to movie theaters – Quality, September 2019
                                                                                      • Value comes in different forms depending on theater chain
                                                                                        • Figure 37: Improvements to movie theaters, by preferred theater chain, September 2019
                                                                                    • Where to Reach Genre Enthusiasts

                                                                                        • Young horror fans looking to the future
                                                                                          • Figure 38: Mobile sites visited by all moviegoers vs horror moviegoers, October 2017-November 2018
                                                                                        • Love is love is love is love is also buying a gym membership
                                                                                          • Figure 39: Mobile sites visited by all moviegoers vs romance moviegoers, October 2017-November 2018
                                                                                      • Ideal Price of a Movie Theater Visit

                                                                                        • Optimal price of a theater visit is $14
                                                                                            • Figure 40: Price Sensitivity – Optimal price, September 2019
                                                                                          • Anything more than $20 can be too expensive
                                                                                            • Figure 41: Price Sensitivity – Threshold prices, September 2019
                                                                                        • Attitudes toward Movies and Movie Theaters

                                                                                          • Subscription services will drive growth in movie theaters
                                                                                            • Figure 42: Attitudes toward movie theater loyalty, September 2019
                                                                                          • Seeing good movies as soon as possible
                                                                                            • Figure 43: Attitudes toward movie quality and reviews, September 2019
                                                                                          • Supporting original ideas from trusted creators
                                                                                            • Figure 44: Attitudes toward creators and original movies, September 2019
                                                                                          • Moviegoers are coming early and prepared
                                                                                            • Figure 45: Attitudes toward pre-movie entertainment, September 2019
                                                                                        • Appendix – Data Sources and Abbreviations

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

                                                                                                            • Figure 46: Total US sales and forecast of movie theater revenue, at inflation-adjusted prices, 2014-24
                                                                                                            • Figure 47: Total US sales and forecast of box office revenue, at inflation-adjusted prices, 2014-24
                                                                                                            • Figure 48: Total US sales and forecast of movie theater concessions revenue, at inflation-adjusted prices, 2014-24
                                                                                                            • Figure 49: Total US sales and forecast of movie theater advertising revenue, at inflation-adjusted prices, 2014-24
                                                                                                        • Appendix – Price Sensitivity Analysis

                                                                                                          • Methodology
                                                                                                              • Figure 50: Price Sensitivity – Price Sensitivity aggregate table, September 2019
                                                                                                              • Figure 51: Price Sensitivity – Price Sensitivity aggregate table, September 2019

                                                                                                          This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                                          • Market

                                                                                                            Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                          • Consumer

                                                                                                            Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                          • Brand/Company

                                                                                                            Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                          • Data

                                                                                                            Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                          Trusted by companies. Big and small.