Commentary

Movie Companies Love Millennials - Is The Love Requited?

by Wayne Friedman , Staff Writer, August 21, 2018

Young entertainment users -- 25 to 39 -- are still big consumers when it comes to movies. Will movie companies still be in love with this group when they get older? They may — if technology keeps up.

Over 11% of all movie-goers are 25-39 — the biggest group of in-theater movie consumers. This is double the percentage of other age groups — 6.5% for 40-49 year olds; 5.2% for 18-24, and 5.6% for those 50-59. This data is derived and defined as moviegoers seeing at least one movie a month.

Why these results? The biggest grossing worldwide movies in the last five years have been of the younger-skewing superhero/action variety: “Avengers: Infinity War” ($2 billion in worldwide box office) and “Black Panther” ($1.3 billion) this year.

Three years ago, in 2015, there was “Star Wars: The Force Awakens” ($2.1 billion); “Jurassic World” ($1.7 billion); “Furious 7” ($1.5 billion); and “Avengers: Age of Ultron” ($1.4 billion).

Some 777 films ran in the U.S. in 2017, up from 638 in 2008.

In a report complied by Dolby Cinema, some of these results are linked to improved in-theater technology. For example, there is digital and digital 3D films, as well more immersive in-theater audio technology. Additionally, there are really big IMAX screens.

Is that a big reason millennials go to movies?

Truth is, they love great technology -- no matter the format. The data suggests some of the biggest tech-savvy video content is still in movie theaters.

Research finds 61% of those 18-29 use online streaming services, much higher that other media/entertainment consumers groups.

So when old-line media looks to make major transitions, one key is in deciphering whether those platforms are installing top technology offering better entertainment experiences. And not just for younger viewers, but all media consumers.

That goes double for technology in theaters, especially when watching superheroes save the day. But what about the more adult rom-coms? Focus on improved viewing and sound technology: Millennials will be watching those films in their 40s and 50s.

demographics, millennials, movies

5 comments about "Movie Companies Love Millennials - Is The Love Requited?".

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John Grono from GAP Research, August 21, 2018 at 8:31 p.m.
Wayne, it is not the surprising that 25-39s are a large group of movie-goers, when they encompass 15 years as opposed to the other groups such as 40-49 and 50-59 which encompass 10 years.

In fact 18-24s which encompass seven years and 5.6% of movie-goers are proportionately higher movie-goers than 25-39s which encompass 15 years and 11% of movie-goers.
Reply

Ed Papazian from Media Dynamics Inc, August 22, 2018 at 8:03 a.m.

Actually, John, the 2+ "demo" is the largest when it comes to movie attendance.

John Grono from GAP Research replied, August 22, 2018 at 9:33 a.m.

You got me Ed. (Mind you we count 0+ here in Australia).

Jeff Hurley from National CineMedia, August 22, 2018 at 6:19 p.m.

What I find most confusing about this is that, per this data, 18-59 only comprise a total of 28.3% of moviegoers. Is the writer suggesting 71.7% of moviegoers are either under 18 or over 59? Nielsen would suggest otherwise..by a long shot.

Ed Papazian from Media Dynamics Inc, August 22, 2018 at 6:54 p.m.

Jeff, as a guess---I haven't seen the report---the percentages cited are probably reach figures. In other words 11% of those aged 25-39 are frequent moviegoers---as defined in the study---as opposed to 5.6% of those aged 50-59, etc. Then, again, maybe frequent moviegoers are, indeed, mostly teens, children and old folks----though I'm inclined to doubt that.