Cinema screenings are back, thanks to gen Z
Studies found that more young people go to theatres than older generations
Young people are going to the movies more than their older counterparts. (cottonbro studio/Pexels)
The cinema audience has changed over the years.
Fandango found that 87 per cent of gen Z and 82 per cent of millennials in the U.S. saw at least one movie in theatres in the span of 12 months. Gen X sat at just 70 per cent, while baby boomers came in last at 58 per cent — but this phenomenon isn’t just happening in the U.S.
Cinema Advertising Association in the U.K. suggests that under-35s make up 50 per cent of cinema audiences.
So why exactly is gen Z showing up to theatres more than anyone else?
Going to the cinema still feels like an experience that streaming never quite matches. There’s something about sitting in a dark room with strangers, all watching the same story unfold at the same time, that pulls you in completely.
It’s immersive — you’re not half-watching while scrolling or pausing every few minutes. For a couple of hours, you’re just there, in that world, letting it take over.
We’re the first generation to grow up with endless distractions and constant access to content, so it makes sense that many people are searching for experiences that feel immersive and intentional.
Even though we’ve grown up with everything on demand, that constant access can also make entertainment feel disposable. Going to see a movie feels different: you pick a time, show up, and give it your full attention. It turns watching a film into an event again rather than just background noise.
With trends like “Barbenheimer,” movies have also transformed into a form of community making.
The simultaneous release of Barbie and Oppenheimer became a viral phenomenon because of how drastically different the two films were. Many people participated in double features, watching both movies back-to-back for nearly five hours straight. Some movie-goers also donned pink outfits, a nod to Barbieland.
Moments like these show why gen Z is so drawn to cinemas. They create a level of connection and community that streaming platforms simply can’t replicate.
And yes, I’d consider myself part of that group. I’ve gone to the theatre plenty in the past year — Marty Supreme, Sinners, Dhurandhar — and every time it reminds me why people still go.
Cinemas are also about presence. The sound is louder, the visuals are bigger, and your phone naturally disappears once the lights go down.
There’s something to be said about the cinema acting as a third space. It’s not home, school, or work, but somewhere in between. It’s a place where you can spend time with friends, go on a date, or even relax alone.
And honestly, the popcorn doesn’t hurt either.
Last October, Vancouver’s historic Park Theatre was set to shut down before being saved by an independent group. It raises questions about the significance of keeping cinema and film culture alive.
If younger audiences continue showing up, I think theatres have a better chance of surviving, even in a digital-first world. There’s still value in the shared experience of watching something together.
As for preference, both options have their place, but if it’s a film I’ve been anticipating, I’ll choose the theatre every time.
Cinemas aren’t disappearing anytime soon — if anything, they’re evolving, and gen Z might be one of the biggest reasons they continue to stick around.
