Rated G for Getting Out

Gen Z consumers, who spent a good bit of their formative years locked down by COVID, are apparently yearning to break free. (Maybe.)

On one hand, some stories portray Gen Z as an ascetic, nihilistic generation that never goes to bars, doesn't have sex, and is generally antisocial. On the other hand, they love going to the movies. Not just streaming movies—attending movies.

According to a new study by Fandango, Gen Z attends movies more than any other generational cohort and spends more per visit on concessions and upgraded experiences like IMAX.

A large part of the appeal is the opportunity to get out of the house and socialize. Millennials go to the movies too, although their motivations are different; for them it is more about breaking from the routine.

They obviously dig the tried-and-true sequels and franchises, given that movies like Scary Movie 6, Toy Story 5, and the eight millionth Spider-Man reboot are among the summer's most anticipated films. But specialized studios like Neon and Searchlight are also seeing an uptick, thanks to interest in slightly more highbrow fare.

Letterboxd, of course, is playing a significant role, offering an online community and engaging content. As Fatima Djoumer, CEO of Europa Cinemas, puts it: "Gen Z consumers return to cinemas when seeing that a specific film is not only an event, but also means participating in a wider cultural conversation.”

I struggle with the paradox of a generation perceived as socially isolated yet one that loves going to the movie theater with family and friends and participating in a larger cultural conversation. Perhaps they just need more opportunities to put down the phones and do things in the physical world.