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Younger viewers are reviving the box office growth
Hollywood can breathe a sigh of relief: Generation Z is not only going to the movies, it’s driving box office growth.
During the pandemic, when theaters shut down and streaming became a dominant force in the media landscape, fears rose that this young cohort would shun the big screen as they matured into more engaged consumers.
However, this generation, which ranges from around 14 to 29 years old, is one of the most active moviegoing demographics and attends more films per year than some older generations, according to data from Fandango.
In 2025, members of Gen Z saw an average of seven movies in theaters — matching average viewership among millennials — while members of Generation X and baby boomers saw around six movies on average, Fandango found.
“Gen Z is driving moviegoer trends today, and I think people are shocked,” said Jason Dorsey, president and co-founder of The Center for Generational Kinetics and co-author of “Zconomy.” “They’re like, ‘Oh, Gen Z doesn’t want to leave their house.’ That’s not true. Gen Z absolutely wants to leave their house — probably more than you know.”
Gen Z accounted for nearly 40% of all movie audiences in North America in 2025, according to data from Comscore.
As teens and 20-somethings become the dominant generation at the box office, they’re also shaping the future of moviegoing — and studios and movie theaters are taking note.
“Not only are we seeing a bigger and bigger percentage of Gen Z make up our overall audience, but their frequency is increasing year over year,” Carrie Trotter, senior vice president of marketing at AMC, told CNBC. “So they have become one of the most important audiences for us, and I see that in the future, it may become the absolute most important audience for us.”
Building loyalty among Gen Z
Helping to fuel Gen Z’s affinity for the movies is the fact that it remains one of the more inexpensive forms of entertainment.
“Ticket pricing has gone up, as it does, but when you compare it to the year-over-year inflation rate, it’s on par, if not less,” said Steve Buck of EntTelligence, a movie data firm. “When you think about Gen Z, they are cost-conscious, but they’re opening up their wallet.”
Gen Zers came of age around the time of Covid, which Dorsey called a “generation-defining experience.” This cohort doesn’t know a time without social media or smartphones and is incredibly cost-conscious, having grown up in a time of great uncertainty, he said.
“Covid uprooted all of their plans,” Dorsey said. “They were going to school, going to college … everything got turned upside down and it lasted for a long period of time. So, we see them much more fiscally conscious. I’ll say it generally, like they’re really conservative with their money in general, much more thrifty than we would expect for somebody at their age.”
This has led a significant portion of Gen Z to opt for loyalty programs at movie theaters, like AMC’s A-list, Regal Unlimited and Cinemark’s Movie Club, that reward them for money spent or allow them to see multiple films a month for a subscription fee.
“Gen Z over-indexes in the AMC A-List tier, and their participation has grown triple since the pandemic,” Trotter said, noting that AMC’s program also allows customers to book tickets for other loyalty members that are part of their friend group.
“We’re trying to make it as frictionless as possible so we can encourage as much moviegoing and this social atmosphere,” she said.
At Rutgers Cinema in Piscataway, New Jersey, general manager Alex DelVecchio is keeping ticket prices low for the the students at nearby Rutgers University. Students who show a school ID pay just $5 for matinee screenings and $9.50 for all other general admissions. That’s quite a bit cheaper than the nationwide average of nearly $13.50, according to EntTelligence.
“We try to keep it as cheap as we can,” DelVecchio said.
But it’s not all about affordability. DelVecchio said he also runs promos like free slushies on Wednesdays and looks for ways to engage his predominantly college-age consumer.
For the release of Warner Bros.’ “It: Chapter One” in 2017, DelVecchio said the company put a clown in every theater, posted red balloons all over campus and had a staff member wear a yellow jacket and play with a paper boat outside to mimic iconic scenes from the movie.
“We started selling everything out,” he said. “And, then, once you get the momentum you can keep it as long as you keep playing what they want.”
Tashi-delek | E+ | Getty Images
While Gen Zers are selective about their spending, they are willing to shell out for experiences, particularly social activities they can do with their friends that give them an excuse to disconnect from their phones.
“This is a way for them to come and spend time with their friends and their family, and that social experience really outweighs the movie itself that they’re seeing,” Trotter said. “But also there’s a little bit of FOMO [fear of missing out], like they want to be part of the excitement and their fandom of that fuels their desire to be the first to see these movies and be part of the conversation as it’s happening.”
And while Gen Z enjoys staying off their phones during the movie, they still use social media to share their thoughts on films and see what others think of new and old titles.
Letterboxd, an online platform where moviegoers can track movies they’ve watched and post reviews, has become so ubiquitous with this generation that Hollywood has come to refer to Gen Z interchangeably as the Letterboxd generation.
The site currently has more than 29 million users, with more than half of that base under the age of 35. Through Letterboxd, Gen Z is relying more on community reviews than those of official movie critics when choosing what movies to see in theaters.
What Gen Z wants to watch
Of course, Gen Z has some genre-specific preferences, and Hollywood appears to be playing to them.
Similar to their elders, this age group often flocks to cinemas for horror films and R-rated fare. But they diverge from previous generations in their interest in anime and video game adaptations based on games they played growing up. Gen Zers have also shown a penchant for older, rereleased titles, leaning into the nostalgia of moviegoing.
In 2025, “A Minecraft Movie,” based on the popular online game, was the most attended film by Gen Z, according to data from EntTelligence. The Warner Bros. film generated more than $424 million domestically during its theatrical run, the second-highest take of the year, and tallied $960 million globally.
Meanwhile Sony and Crunchyroll’s “Demon Slayer: Kimetsu No Yaiba — The Movie: Infinity Castle” saw the largest percentage of Gen Z in its audiences, with 42% of tickets being sold to this members of the generation.
Jack Black, Jason Momoa and Sebastian Hansen in Warner Bros. and Legendary Entertainment’s “A Minecraft Movie.”
Warner Bros.
So far in 2026, Universal’s “The Super Mario Galaxy Movie” is the most attended film by Gen Z. It’s secured $425 million domestically, the highest-grossing film of the year so far, and $982 million globally.
Box office analysts expect films like Disney and Pixar’s “Toy Story 5,” Universal’s “Minions & Monsters,” Sony’s “Spider-Man: Brand New Day” and Marvel’s “Avengers: Doomsday” to see a significant portion of ticket sales from Gen Z audiences.
“I think theaters have a real opening right now to be that in-person social experience for Gen Z,” Dorsey said. “It’s still fragile, the generation is still finicky, but there’s a massive opportunity for them to be able to build on the fact that they can create these wonderful in-person experiences and in a more affordable way.”
Disclosure: Versant is the parent company of Fandango and CNBC.
Invesco is an independent investment management firm dedicated to delivering an investment experience that helps people get more out of life.Be the first to know! Sign up for Invesco US Blog and get expert investment views as they post.Disclosure for all Invesco US articles: Before investing, carefully read the prospectus and/or summary prospectus and carefully consider the investment objectives, risks, charges and expenses. The information provided is for educational purposes only and does not constitute a recommendation of the suitability of any investment strategy for a particular investor. Invesco does not provide tax advice. The tax information contained herein is general and is not exhaustive by nature. Federal and state tax laws are complex and constantly changing. Investors should always consult their own legal or tax professional for information concerning their individual situation. The opinions expressed are those of the authors, are based on current market conditions and are subject to change without notice. These opinions may differ from those of other Invesco investment professionals. NOT FDIC INSURED MAY LOSE VALUE NO BANK GUARANTEE All data provided by Invesco unless otherwise noted. Invesco Distributors, Inc. is the US distributor for Invesco Ltd.’s retail products and collective trust funds. Invesco Advisers, Inc. and other affiliated investment advisers mentioned provide investment advisory services and do not sell securities. Invesco Unit Investment Trusts are distributed by the sponsor, Invesco Capital Markets, Inc., and broker-dealers including Invesco Distributors, Inc. PowerShares® is a registered trademark of Invesco PowerShares Capital Management LLC (Invesco PowerShares). Each entity is an indirect, wholly owned subsidiary of Invesco Ltd. ©2015 Invesco Ltd. All rights reserved.
Manhattan Institute expert Adam Lehodey says NYC Mayor Zohran Mamdani’s outreach to Wall Street leaders signals a recognition that New York cannot fund progressive priorities without keeping businesses and wealthy investors in the city.
Billionaire Citadel founder Ken Griffin is encouraging New York’s business leaders to take on socialist Mayor Zohran Mamdani, warning that the city’s future could be at risk if employers and investors stay quiet.
“They need to find their voice and fight for their city,” Griffin said Thursday at a Manhattan event, according to Bloomberg.
“My advice is to speak up. What’s the worst that’s going to happen? It will be that New York empties of talent and that’s a catastrophe. If the mayor wants to say a few words about you, your record speaks for itself: You create jobs, you create value and you pay taxes.”
MAMDANI’S WALL STREET COURTSHIP SPARKS CRITICISM OF ANTI-BILLIONAIRE AGENDA
The Citadel founder is clashing with New York City Mayor Zohran Mamdani over taxes targeting the ultra-wealthy and intensifying crime, reviving the same tensions that drove him to pull his business and billions out of Chicago. (Spencer Platt/Aaron Schwartz/Bloomberg/Getty Images / Getty Images / Getty Images)
Griffin’s remarks mark the latest chapter in an ongoing clash between Wall Street’s billionaire class and Mamdani, whose proposals to raise taxes on wealthy New Yorkers and luxury property owners have drawn fierce criticism from business leaders concerned about the city’s economic competitiveness.
The financial titan, whose net worth is estimated at $48.3 billion according to the Bloomberg Billionaires Index, argued that New York’s corporate leaders should focus on the long-term future of the city rather than short-term political battles.
BILLIONAIRE KEN GRIFFIN SAYS CITADEL’S CHICAGO EXODUS WAS ‘NOT HARD,’ CITES CRIME, TAXES
“Everything should be viewed through the lens of, Citadel will be here far longer than he’ll be mayor,” Griffin said.
The comments come as Griffin and Mamdani appear to be cautiously opening a dialogue after months of public sparring over taxes, wealth and the city’s business climate.
The socialist mayor recently reached out to Griffin after previously criticizing the billionaire hedge fund manager over his Manhattan penthouse and personal wealth. Mamdani notably stood outside Griffin’s luxury property to promote his proposal to raise taxes on second homes in New York City worth more than $5 million.
CHICAGO KNOWS WHAT HAPPENS WHEN KEN GRIFFIN TURNS ON A CITY, NOW MAMDANI MAY FIND OUT
New York City Mayor Zohran Mamdani’s “pied-a-terre” wealth tax on luxury properties ignites a contentious debate, drawing strong criticism from Citadel CEO Ken Griffin and hedge fund manager Bill Ackman.
The outreach comes as some business leaders warn New York risks alienating major employers and investors — a concern Griffin has raised before in another major American city.
The tensions have fueled concerns among some business leaders that New York could follow a path similar to Chicago, where Griffin spent years criticizing crime, taxes and public policy before moving Citadel’s headquarters to Miami in 2022. The relocation marked the departure of one of the financial industry’s most influential firms and underscored the economic impact that can follow when a major corporate player leaves a major city.
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Citadel founder and CEO Ken Griffin described New York City Mayor Zohran Mamdani’s “tax the rich” video targeting him as a “creepy and weird” political advertisement. (Krisztian Bocsi/Bloomberg via Getty Images / Getty Images)
Griffin has repeatedly pointed to Florida’s business climate as a model and warned that policies targeting high earners and businesses could make New York less competitive.
Griffin said he plans to talk to Mamdani “at some point in the months ahead.”
“Let’s see where he is on the state of policy at that time,” he said. “Actions speak louder than words.”
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Cash Builder Opportunities (aka Nick Ackerman) is a former fiduciary and a registered financial advisor with 14 years of investing experience.He is the leader of the investing group Cash Builder Opportunities, where his specific focus is on closed-end funds, dividend growth stocks, and option writing as an attractive way to achieve income. He shares model portfolios and research to help investors make better decisions, via his Investing Group’s active chat room.
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Seeking Alpha’s Disclosure: Past performance is no guarantee of future results. No recommendation or advice is being given as to whether any investment is suitable for a particular investor. Any views or opinions expressed above may not reflect those of Seeking Alpha as a whole. Seeking Alpha is not a licensed securities dealer, broker or US investment adviser or investment bank. Our analysts are third party authors that include both professional investors and individual investors who may not be licensed or certified by any institute or regulatory body.
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The author is a director at a small Boston-based software company where he oversees India operations across HR, finance, and business development. His broader professional background spans entrepreneurship, operations, and management across multiple industries. Earlier in his career, he was involved in building out a bottled beverages plant, reflecting a longstanding interest in business building, execution, and commercial strategy. He also holds a PhD in history and teaches part-time at a local college, bringing a research-driven and analytical perspective to both his professional and investing workHe has been investing in U.S. equities for nearly two decades, having started well before international access to U.S. markets became commonplace for Indian investors. Over time, he has developed a style that sits between value and growth. He is most interested in businesses where long-term earnings potential, competitive positioning, or strategic optionality are not yet fully reflected in the stock price. His work is grounded in valuation, but he also looks closely at business quality, management execution, industry structure, and the durability of growth.His primary sector focus is software, IT, and AI, including the growing application of AI across industries such as healthcare. He is especially interested in companies with scalable models, improving economics, and the ability to compound earnings over time. At the same time, his interests are not limited to technology. He also follows real estate-related opportunities, including REITs, and remains open to writing on other sectors where the investment case is compelling.On Seeking Alpha, he aims to write thoughtful, research-based articles that combine business analysis with valuation discipline. His goal is not simply to identify attractive stories but to assess whether the market is mispricing risk, growth, or long-term earnings power. He writes to share well-reasoned ideas with serious investors, refine his own thinking through public analysis, and contribute to a more disciplined discussion around investing. The author is associated with another Seeking Alpha analyst – Dr. Manimala M.
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Seeking Alpha’s Disclosure: Past performance is no guarantee of future results. No recommendation or advice is being given as to whether any investment is suitable for a particular investor. Any views or opinions expressed above may not reflect those of Seeking Alpha as a whole. Seeking Alpha is not a licensed securities dealer, broker or US investment adviser or investment bank. Our analysts are third party authors that include both professional investors and individual investors who may not be licensed or certified by any institute or regulatory body.
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