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Movie Theaters - US - November 2016

Published By :

Mintel

Published Date : Nov 2016

Category :

Lifestyle

No. of Pages : N/A

Both theater owners and studio executives continue to see moderate revenue growth. While consumers remain hesitant about the overall cost of going to the movies, they are willing to spend around $20 per person for the entire experience. Millennials and Hispanic moviegoers are in favor of allowing social media use in theater, but most would prefer silence and darkness. Theater selection is still mainly based on the convenience of the location, and the “traditional” movie snacks are still the most popular.

Table of Contents

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Expense continues to be an issue
Figure 1: Top reasons for not going to the movies, September 2016
One third are going to the movies less frequently than they did five years ago
Figure 2: Frequency of movie theater attendance, by age, September 2016
Convenience still trumps innovation for theater selection
Figure 3: Top reasons for movie theater selection, September 2016
The opportunities
Consumers are interested in screenings that cater to their lifestyle
Kid-free
Figure 4: Interest in “kid-free” screening times, by presence of children in household, September 2016
Use of social media
Figure 5: Interest in use of social media in theater, by gender, generation, Hispanic origin, September 2016
Challenge the stigma of going to the movies alone
Figure 6: Interest in choosing own movie, by gender, September 2016
Create a movie-going experience that begins as patrons walk in the door
There is a concession sales opportunity in adding local specialities and soft pretzels to the theater menu
Figure 7: Interest in concession purchases, September 2016
Catch theatergoers as they leave with innovative advertising
Figure 8: Interest in movie posters/displays, by parent status, September 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Moderate revenue growth continues for movie theaters
Increases in 2015 to level off in 2016
Admissions not keeping up with the increasing price of tickets
Studios continue to rely on sequels to attract consumers to the theater
Binge watching still popular with consumers

MARKET SIZE AND FORECAST
Moderate revenue growth continues across categories
Figure 9: Total US sales and fan chart forecast of movie theater revenues, at current prices, 2011-21
Figure 10: Total US movie theater revenues and forecast, at current prices, 2011-21

MARKET BREAKDOWN
Increases in 2015 to level off in 2016
Figure 11: Total US movie theater box office receipts and fan chart forecast, at current prices, 2011-21
Figure 12: Total US movie theater box office receipts and forecast, at current prices, 2011-21
Concessions
Figure 13: Total US movie theater concession revenues and fan chart forecast, at current prices, 2011-21
Advertising and other revenues
Figure 14: Total US movie theater advertising and other revenues and fan chart forecast, at current prices, 2011-21

MARKET PERSPECTIVE
Admissions not keeping up with the increasing price of tickets
Figure 15: Average ticket price and US/Canada admissions, 2010-15
Netflix, Amazon release 100s of hours of new content
Subscription service membership maintains steady growth
Figure 16: Subscription to Netflix and Amazon Instant Video, May 2015
Binge watching still popular with consumers
Figure 17: Attitudes of binging and browsing, May 2015

MARKET FACTORS
Consumers continue to expect to spend more on experiences, leisure and entertainment
Figure 18: Perceived change in spending – spending more, by category, 2013-16
Extra money spent on going out, entertainment
Figure 19: Where extra money is spent, January 2016
Studios continue to rely on sequels to attract consumers to the theater
Figure 20: Top grossing films in the United States, 2015-16*
Box office gross climbs in 2015
Figure 21: US and Canada box office gross, 2000-15

KEY PLAYERS – OVERVIEW
Three out of four top theater groups increase footprint
Figure 22: Number of theaters and screens for major theater groups in the US, 2014-15
Figure 23: Annual revenues for major theater groups, in millions, 2015

KEY PLAYERS – WHAT YOU NEED TO KNOW
Regal Entertainment Group
AMC
Carmike
Cinemark

WHAT’S WORKING?
Studios capitalizing on 90s nostalgia
IMAX brings back Harry Potter for limited time
Netflix agrees to simultaneous streaming and in-theater release
Ticket Twosdays with AT&T
Improvements in cloud technology will help make movies clearer

WHAT’S STRUGGLING?
Theaters rebelling against shorter window to on-demand video
Theaters may not be masking their screens properly
Media keeps focusing on the “death” of the movie
Attention span may be an ongoing problem

WHAT’S NEXT?
Screening Room seeks to stream movies still in theater
Movie-watching experience enhanced by interactive ads
National CineMedia looks to connect media effectiveness to ticket sales
Virtual reality: coming to a movie theater and lobby near you
Niche, customized snack offerings coming to the concessions stand

THE CONSUMER – WHAT YOU NEED TO KNOW
Most consumers have gone to the movies in the past six months
The full movie experience is worth up to $22
Millennials, Hispanics most in favor of in-theater social media use
Younger consumers don’t want to go to the movies alone

MOVIE THEATER ATTENDANCE
Most consumers have gone to the movies in the past six months
Figure 24: Timing of most recent trip to the movies, September 2016
Young men are the most regular moviegoers
Figure 25: Timing of most recent trip to the movies, by gender and age, September 2016
Younger consumers attend the movies more frequently
Figure 26: Frequency of movie theater attendance, by age, September 2016
Hispanics significantly more likely to attend more frequently
Figure 27: Frequency of movie theater attendance – More frequently, by race/Hispanic origin, September 2016
Lower-income households cutting back on visits to the movie theater
Figure 28: Rate of movie theater attendance, by household income, September 2016

CHOOSING A THEATER
Convenience still trumps innovation for theater selection
Figure 29: Reasons for movie theater selection, September 2016
Older moviegoers particularly interested in location
Figure 30: Reasons for movie theater selection based on proximity, by age, September 2016
Women more interested in proximity; men, in online reviews and format
Figure 31: Reasons for movie theater selection, by gender, September 2016

HOW MUCH ARE MOVIEGOERS WILLING TO PAY?
Moviegoers indicate willingness to pay up to $22 for their movie experience
Figure 32: Price of movie experience – Optimal price, September 2016
Strong disagreement in price expectations between moviegoers, non-moviegoers
Figure 33: Price of movie experience – Bargain, by moviegoers vs non-moviegoers, September 2016
Anything more than $26 per person is too expensive
Figure 34: Price of movie experience – Threshold prices among moviegoers, September 2016
Price sensitivity analysis methodology
More than half of Hispanics would consider dynamic movie pricing
Figure 35: Agreement with dynamic movie pricing, by race/Hispanic origin, September 2016

CHOOSING A MOVIE
Young men are the most spontaneous movie selectors
Figure 36: Best way to select a movie, by gender and age, September 2016
Are sequels, franchises beginning to wear out their welcome?
Figure 37: Interest in new, original movies, by generation, September 2016
One third of moviegoers want to be the one who chooses the movie
Figure 38: Interest in choosing own movie, by gender, September 2016

WHAT TO EAT IN THE THEATER
Traditional movie concessions still reign supreme
Figure 39: Concession purchases, September 2016
Movie theater is a place to splurge on calories
Figure 40: Interest in concession purchases, September 2016
Younger consumers more willing to consider new concessions options
Figure 41: Interest in concession purchases –Interested, by generation, September 2016

THEATER AMBIANCE
Millennials, Hispanics most in favor of in-theater social media use
Figure 42: Interest in use of social media in theater, by gender, generation, Hispanic origin, September 2016
Most moviegoers, even parents, are looking for “kid-free” screening times
Figure 43: Interest in “kid-free” screening times, by gender and presence of children in household, September 2016
Parents looking to posters/displays for movie selection guidance
Figure 44: Interest in movie posters/displays, by parent status, September 2016

REASONS FOR NOT GOING TO THE MOVIES
Ticket expense remains top obstacle for non-moviegoers
Figure 45: Reasons for not going to the movies, all, August 2016
Attention span may be an ongoing problem
Figure 46: Reasons for not going to the movies, by age, August 2016
Younger consumers don’t think they have time to go to the movies
Figure 47: Lack of companion or time as theater attendance obstacle, by generation, September 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

APPENDIX – MARKET
Figure 48: Total US movie theater revenues and forecast, at inflation-adjusted prices, 2011-21
Figure 49: Total US movie theater box office revenues and forecast, at inflation-adjusted prices, 2011-21
Figure 50: Total US movie theater concession revenues and forecast, at current prices, 2011-21
Figure 51: Total US movie theater concession revenues and forecast, at inflation-adjusted prices, 2011-21
Figure 52: Total US movie theater advertising and other revenues and forecast, at current prices, 2011-21
Figure 53: Total US movie theater advertising and other revenues and forecast, at inflation-adjusted prices, 2011-21

APPENDIX – CONSUMER
Figure 54: Timing of movie attendance, by generation, October 2015-June 2016
Figure 55: Selection of 3-D movie format if available, by generation, October 2015-June 2016

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