Video Research shows no shift in declining cinema attendance

Despite efforts to revitalise the cinema-going experience, our video research indicates a persistent decline in ticket sales over the past decade, with no signs of abatement. The cultural landscape, shaped by the ubiquitous presence of digital ownership and the allure of on-demand entertainment, has reshaped traditional leisure pursuits, relegating the classic “dinner and a movie” outing to a bygone era.

In its place, contemporary social norms have embraced the likes of “Netflix and chill” and experiential movie-going adventures, such as Secret Cinema and Open Air experiences. The flexibility and cost of digital streaming services is, in part, the reason why the number of cinema-goers has been reduced. Busy urban lifestyle and high living costs also mean that people are likely to forgo trips to the cinema in exchange for other experiences.

In addition, the rise of experiential cinema is proving to be something that is bringing the social element back into going to the cinema, allowing people to combine these experiences with social commitments. Secret Cinema, provides an immersive experience that is giving traditional movie-watching audiences a chance to become part of films, and Open Air cinema takes the formality out of the experience.

What next?

Though there are steps being taken, and traditional cinema is ‘upping its game’ by adding 3D screens, VIP seats, or food and drink sent to your seat during the film, there needs to be continued consideration of how this traditional entertainment can compete, and get the attention of fast-paced living now.

The path forward necessitates a blend of innovation and strategic foresight, as cinemas explore avenues to differentiate themselves and create compelling reasons for audiences to return to the silver screen. Whether through immersive technologies, curated experiences, or novel amenities, the future of cinema hinges on its ability to transcend tradition and captivate the imagination of modern audiences amidst a sea of entertainment options.

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