Millennials dominate the movie-going scene, as the largest frequent movie-goer cohort.
And studios have been taking notice of just how invested this generation is in the overall movie viewing experience, leveraging Millennials’ passions for movies and movie franchises. For these reasons and more, Annalect Research and Outdoor Media Group partnered with National CineMedia (NCM) to explore and gain insight into the movie-going attitudes and behaviors of Millennials. The proprietary research study is available for download below.
Through a national survey, we spoke with Millennial movie-goers who attend movies more than once a year, and asked them questions to gain insight into the following themes about Millennials and movies: What is the significance of going to see movies, how does “fear of missing out” (FOMO) drive them to stay current with movies (as a means of keeping up with what their friends will be talking about), how are they influenced in their decisions about which movies to see, and how do they use social media as part of their movie-going experience?
Some highlights of our research findings include:
- Millennials on the whole have a strong affinity for movies and are big fans of movie franchises, which are the two biggest drivers of Millennials’ theater attendance
- Trailers (online and off-line) are the most influential source for Millennials’ decisions about which movies to see
- Movie-going is part of a larger social experience that extends beyond the theater, even though it is the in-theater experience that satisfies their need for instant gratification
- Social media plays an important role for Millennials in their movie-going experience, with Facebook and YouTube serving as the most popular platforms for their recommendations and comments