Cinema attendance remains lower than it was before the COVID-19 pandemic. So, what can studios and theaters do to bring audiences back? A recent report from Bain & Co. sheds light on this issue, offering insights from experts Chris Xanthakis, Nicole Magoon, and Daniel Hong.
Their message is clear: To win back moviegoers, companies must focus on premium experiences, personalization, and creating partnerships. The experts believe that audiences still want to visit theaters; they just need more compelling reasons to do so.
The report notes that for the past two decades, theaters have struggled with attendance. That challenge has escalated since the pandemic. While spending on streaming services has soared, North American box office revenues have not kept pace. Ticket prices have remained stable, but overall costs, including snacks and drinks, have risen, making movie outings feel pricey.
The situation worsened during the pandemic when many films were delayed and viewing habits shifted toward digital platforms. Despite a 2025 survey showing that many people wish they attended more live events, attendance at theaters is only about 64% of what it was pre-pandemic.
Major studios are also producing fewer blockbuster films than before, which adds to the challenge. In what Bain calls the “Flooded Era,” media content is everywhere, leading to intense competition. The report highlights that while everyone’s competing, not all can do so profitably.
The report emphasizes that the cinema experience should focus on its unique advantages: immersion, spectacle, and community. These elements are vital, especially as viewers gravitate toward shorter, more interactive content.
To enhance the cinema experience, Bain recommends that theaters start by positioning themselves as premium venues. Theaters could promote their offerings as events—more special than merely watching a movie at home, perhaps even more affordable than attending a concert.
Building a sense of community can also draw people in. Theaters could create social spaces and host events. Independent cinemas often host film clubs, themed nights, and Q&A sessions with directors, which have proven popular. On social media, platforms like Instagram and TikTok could play a significant role in promoting these events; 64% of attendees share their experiences online.
What movie content can entice audiences in this crowded media landscape? The report suggests theaters should focus on new content and formats, along with familiar franchises. While owning popular intellectual properties (IP) remains crucial, original and innovative works can attract viewers. Breakout hits often arise from fresh ideas, live sports, or concert films, demonstrating that diverse offerings can fill seats.
In conclusion, the path forward for cinemas is clear. Executives need to actively rethink the movie-going experience. By investing in premium, personalized offerings, they can create experiences that resonate with audiences and can’t easily be replicated at home.
For more information, you can check the original report from Bain & Co. here.
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