Videogames and Anime Drive 2025 Growth in Gen Z’s Moviegoing

Moviegoing frequency by Gen Z audiences is up in 2025, according to Cinema United’s new “Strength of Theatrical Exhibition” report. Published on Wednesday, the annual analysis seeks to make sense of key industry metrics beyond traditional box-office performance. 

“Weekend box office is important, but a more accurate measure is looking at the industry on an annual basis and considering myriad other factors in the marketplace to get a more complete picture of the strength of the industry,” said Michael O’Leary, President and CEO of Cinema United, in a statement.

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O’Leary sought to contextualize the domestic theatrical market, which currently stands some 23% below 2019 ticket sales. “2025 is a perfect example of a year where an inconsistent box office threatens to overshadow other variables that point to a bright future for movies on the big screen,” he contended.

Gen Z went to the movies an average of 6.1 times (up from 4.9 times year-over-year), the highest number among age groups. Within the generation, 41% of went to the movies six times or more, a number that’s risen more than 30% from 2022, NRG’s Future of Film report found. Even within the last 12 months, Gen Z frequency of attendance has grown by 25%. Cinema United found that key factors like premium large format screens, the ability to order food and drinks at a seat and deluxe lounge seats all drove Gen Z audiences into theaters. 

“Movie fans, led by Gen Z, in particular, love coming to the movies and theater owners are responding by spending over $1.5 billion upgrading their theatrers over the past year in North America alone,” O’Leary said. “Time and time again, consumers show that when investment and innovation combine with a great movie to create a special experience, the theatrical business thrives. That time-tested foundation of our industry remains strong, and we are excited to build upon it toward greater success in the coming year.” 

But Gen Z isn’t the only group seeing films in theaters: 77% of Americans aged 12-74 saw at least one movie this year, representing a total of more than 200 million. From 2024 to 2025, new subscribers for cinema loyalty programs such as AMC Stubs, Cinemark Movie Rewards or Regal Crown Club, grew 15%. Across the board, too, the number of habitual moviegoers (defined by Cinema United as those who see at least six movies annually) has also grown: the number is up by 8%.  

In terms of genre, video game adaptations, anime and horror films all excelled in 2025, with young moviegoers specifically driving attendance numbers of the latter. And with a promising slate of 2026 movies forthcoming, these moviegoing numbers have a chance to increase even more, Cinema United emphasized.