New data shows that U.S. movie theater visits declined by at least 10% year over year in 2025, highlighting a period of transition for the theatrical exhibition industry. This shift comes despite consistent, high-profile movie releases and continued investment in premium, experience-led cinema provisions, underscoring how moviegoing habits are evolving rather than disappearing.
Comparing Q2 and Q3 for 2024 with the same period in 2025, overall foot traffic across the retail movie theater channel softened, with variation across operators and regions. Rather than signaling a mass exit from cinemas, the data points to changing consumer priorities and a more deliberate approach to out-of-home entertainment.
The findings suggest that the slowdown is less about a single demographic abandoning theaters and more about broader changes in how consumers prioritize out-the-home entertainment.
Major theater chains and independent cinemas show different strengths
The data reveals a notable divergence between large national cinema chains and independent operators. Across major movie theater chains, visit volumes declined by an average of approximately 15% year over year.
This indicates that even large-scale operators are adjusting to shifting entertainment behaviors, where scale alone is no longer the primary driver of resilience. For example, Regal Cinemas recorded a 12.2% decline, while Century Theaters saw a larger decrease of 20.3%.
Independent cinemas, however, experienced a smaller decline of 8.6%, suggesting comparatively stronger stability. This resilience may reflect closer community engagement, more localized programming, niche appeal, or reduced competitive pressure in certain markets.
While no single factor fully explains the difference, the data highlights how agility and local relevance can be meaningful advantages in today’s cinema landscape.
Income and ethnicity point to evolving audience choices
The year-over-year decline in moviegoing does not appear to stem from a sharp pullback by any one age group. Instead, attendance softened relatively evenly across age ranges, reinforcing the idea that moviegoing is becoming a more intentional decision across the board.
Two demographic patterns, however, stand out.
Higher-income households (in this case, those earning more than $100,000 annually) showed a greater reduction in visits than other income groups. Historically a core cinema audience, this group appears to be becoming more selective, favoring fewer but more curated in-person entertainment experiences.
Additionally, Hispanic or Latino moviegoers showed a larger year-over-year decline compared with other demographic segments. While the data does not explain the underlying reasons, it emphasizes the importance of understanding how pricing sensitivity, content relevance, and broader economic conditions may influence attendance differently across communities. Moviegoers remain more affluent than the general population.
Despite the overall moderation in visits, the makeup of the moviegoing audience remains remarkably consistent.
Households earning over $100,000 account for 35.7% of movie theater visits, compared with 32.7% of households nationally. This indicates that cinema attendance continues to skew toward higher-income consumers, reinforcing its position as a premium leisure activity.
Age also remains a defining factor. Moviegoers continue to over-index among younger audiences, particularly those aged 15–40. One group stands out in particular:
- Adults aged 20–24 represent 7% of moviegoers, compared with 6.5% of the U.S. population
- Their share of total movie theater visits increased by 2% year over year (Q2–Q3 2024 vs. Q2–Q3 2025)
This growth suggests that while overall volumes are lower, younger adults are becoming an increasingly central part of the theatrical audience. Moviegoing appears to be shifting toward a more experience-driven, occasion-based activity — something people actively choose, rather than default to.
The data also shows that Asian households remain more likely to attend movie theaters than the general population, accounting for 6.8% of moviegoers versus 5.8% of the U.S. population overall.
Urban markets adjust as competition for attention grows
Geography emerges as one of the most influential factors shaping moviegoing behavior in 2025.
Highly urbanized areas — including ‘super urban’, ‘urban’, and ‘light urban’ markets — experienced the largest year-over-year declines, with visits down 18%. In contrast, rural and exurban areas saw a much smaller decline of just 5%.
As a result, some of the steepest drops occurred in densely populated states such as New Jersey and California. This suggests that while urban consumers have greater access to theaters, they also face a wider array of competing entertainment options, from live events and dining to at-home streaming.
Rather than a lack of interest, the data points to increased competition for discretionary time in urban settings.
Regional variation highlights pockets of growth and stability
At a regional level, the data shows a diverse and uneven picture with clear bright spots.
Several western states defied the national trend, posting increases of more than 5% in movie theater visits, including:
- Idaho
- New Mexico
- Utah
- Wyoming
Meanwhile, the Midwest stood out as the most stable region overall, with little to no decline across states such as Indiana, Illinois, Michigan, Minnesota, and Ohio.
In contrast, some southern states, including Mississippi, Louisiana, and Texas, experienced steeper declines of 14% or more. These variations highlight how local economic conditions, cultural preferences, and market dynamics continue to shape consumer behavior in meaningful ways.
What this means for the future of moviegoing
Taken together, the data suggests that the movie theater industry is undergoing a structural evolution rather than facing a short-term downturn.
Moviegoing remains a valued experience, but one that is increasingly selective, geographically nuanced, and concentrated among younger and more affluent audiences. Attendance is shifting away from habitual visits and toward event-driven outings, premium experiences, and special occasions.
For exhibitors, studios, and investors, the opportunity lies in understanding who continues to attend, where growth and stability persist, and what motivates consumers to choose the big screen over other options.
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