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It is false that generation Z does not like going to the movies. A study now assures that for a large majority it is their favorite activity

Whether cinema can prevail over changes in consumer habits and the emergence of new leisure alternatives will largely depend on the ability of the industry and exhibition halls to attract generation Z to their premieres. It is not an easy thing and until now we had convinced ourselves that they were losing the battle, but a new study claims that the opposite is happening.

According to data shared by the National Association of Theater Owners of the United States (NATO) in media such as THR, going to see a movie on its opening weekend is favorite activity for girls between 10 and 24 years old, the security if you ask men in this age segment. That is, generation Z likes to go see the current blockbusters.

The published report is optimistic about the state of health of the industry. Although 2024 will close with a drop in attendance figures of 5%, explained by the multiple delays caused by the strike of actors and scriptwriters last year, as well as by the pandemic before, NATO believes that the complete x-ray of the sector allows us to draw a bright future. To do this, they leave us several data: 76% of all people between 12 and 74 years old saw at least one movie this year, while 85% plan to go as much or more to an exhibition venue in 2025.

More than 200 million Americans

That is, at least 200 million Americans went to the movies in 2024. Of these, of course, some were more and others less, but in general terms it means that attendance in the rooms is in similar numbers to 2019, and that these venues attract more people annually than sports leagues. Even so, NATO believes it is necessary for the industry to improve in some points.

On the one hand, it calls for small and medium-cost films to find a place on the billboard and cinemas to not depend so much on big Hollywood productions, and on the other hand it explains the importance of continuing to improve the experience of viewers. For this reason, NATO highlights, $2.2 billion will be invested to develop and improve cinemas in the United States.

Imagen | Pavel Danilyuk

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