NATO Report Goes Beyond Box Office to Assess Strength of Theatrical Exhibition

Journalist Lauren Coates explores a report from the National Association of Theatre Owners (NATO), which highlights several positive indicators for theatrical exhibition in the coming years. For Gen Z, attending a movie on opening weekend ranks as their top leisure activity. Gen Z moviegoers emerged as the most active demographic among all audiences, with 90% of females and 89% of males seeing at least one movie per year. The report also emphasizes the significance of Hispanic audiences, who continue to be strong supporters of theatrical exhibitions. Hispanic moviegoers are 11% more likely to see films on opening weekend than the general population, with more than one in four attending six or more movies annually.