“Movie theaters are dying” is a commonly expressed sentiment over the last decade. Following the pandemic and the rise of streaming services, many believed the traditional theater experience was fading. Every indicator pointed towards at-home formats becoming the new normal. However, theaters are still here. Not just surviving, but by several measures, thriving.
Since 2020, domestic gross earnings have continued to rise each year, except in 2024. (The drop-off in 2024 can largely be attributed to the 2023 writers’ strike delaying major releases). After some predicted the pandemic would be the death of movie theaters, the cinemas have continued to make a strong rebound. Although they aren’t quite at pre-pandemic numbers, the upward momentum is undeniable.
Most interestingly, it’s the younger generations leading this charge. A recent Fandango study examined trends and insights for 2025 in theaters. It found that the cinema rebound isn’t being driven by the older generations who grew up during the 20th-century theater boom, but rather by Gen Z and Millennials.
In the study, Fandango reported 87% of Gen Zers have seen at least 1 movie in theaters over the last year. This number is at 82% for millennials, 70% for Gen Xers and 58% for baby boomers. On average, Gen Zers and millennials saw over seven movies in 2025. For Gen Xers and baby boomers, this number was 6.1 and 5.7.
The Power of “MovieTok” and Digital Communities
What has driven these generations to the theaters? The answer is multifaceted, but it begins online.
Movie discourse is at an all-time high. The rise of both long and short-form video content in young-adult generations has led more people to go to the cinemas to see the movie their favorite online creators are raving about. Beyond that, the communities on these platforms have accelerated this increase.
An example of this is “MovieTok,” aka the community of movie watchers on TikTok. This community connects more people to these movies through extensive discussion. People are discovering independent and alternative films at an unprecedented rate, thanks to these platforms. A report by TikTok and Cinema United found 47% of users discovered a new movie via the app. Movies that otherwise may have struggled when placed against major productions are becoming the talk of the community, and millions of people are flooding the theaters to see them.
This goes hand in hand with the rise of younger movie creators and their visions for new, original content. Not only do these creators have these visions, but audiences want this content, oftentimes instead of more sequels, reboots, and franchises. May 2026 features two horror films, “Obsession” and “Backrooms,” that are directed by 26-year-old Curry Barker and 20-year-old Kane Parsons. Barker’s “Obsession” is a key example of this. The film had a budget of around $750,000, but has earned $27 million since its release last week, and this growth shows no signs of slowing down thanks to its virality. It is not only a key example that social media can accelerate the popularity of these movies, but it also shows that these generations respond well to young directors creating original ideas.
Beyond the video forms of social media, apps such as Letterboxd have boomed in popularity and drive people to see more movies. Letterboxd is essentially a social media app just for movies. It allows users to rate movies and provide journal entries sharing their thoughts and experiences over the movie. Checking the app immediately after the credits roll has become a standard for a generation of viewers. Reading through community reviews helps audiences digest creative choices, spot hidden foreshadowing, and debate the movie; this effectively extends the experience after leaving the theater.
Reclaiming the “Third Place”
The appeal of theaters extends beyond the films themselves.
The Fandango study cites that “Out-of-home theater experience” and “social gatherings” are 2 of the 3 biggest reasons for increased Gen X movie attendance. The term “Third-place” has been growing amongst these generations in recent years. This is a place outside of home and work.
“Your third place is where you relax in public, where you encounter familiar faces and make new acquaintances,” American sociologist Ray Oldenburg said.
In an era marked by the lack of affordable public spaces, movie theaters are actively being reclaimed as a crucial third place. Younger generations are prioritizing tangible, shared experiences outside of their houses, and premium formats like IMAX and Dolby Cinema offer an immersive spectacle that a home living room simply cannot replicate.
Beyond the premium formats, memorable experiences are being sought after. In recent years, TikTok trends such as the Minecraft Movie’s “Chicken Jockey” trend have grown in popularity. In this instance, viewers would throw popcorn or other snacks into the air during a certain scene. Some of these trends prompt a larger discussion about the decline of theater etiquette. However, these trends accomplish a studio’s primary goal: “put butts in seats.”
The idea that movie theaters are dying is becoming a fallacy. Even though streaming services have just about everything, from movies to TV shows to live sports, this hasn’t quite killed movie theaters as many originally thought they would. These services fail to replicate the energy of the theater. Driven by an internet community, a demand for original storytelling, and a need for physical gathering spaces, the cinema isn’t just surviving; it is evolving to meet a new generation.
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