These are not good times for movie theaters. In fact, not even big titles like ‘Avatar: Fire and Ashes’one of the films of the year, they get the bills. In fact, new movies have a harder time filling theaters than historic blockbusters like ‘Back to the Future’. they have come to the rescue. In the midst of this endless journey through the desert of movie theaters, some small green shoots can be seen and come from a side that invites us to have a certain optimism with a dropper: Generation Z, which has already shown that it likes to swim against the current on different issues, ranging from banish alcohol to write letters again either the taste for cruises.
Generation Z goes to the movies more. a report This same December from the trade organization Cinema United highlights that the frequency of attendance of Generation Z increased 25% year over year. Thus, in 2025 this generation watched an average of 6.1 movies, a slight increase compared to the 4.9 visits the previous year. In this latest survey, 41% of participating people said they went to the cinema at least six times a year compared to 31% in 2022.
Why is it important. Because cinema is going through a pressing crisis, both in theaters and the economic one that hits Hollywood. In the case of Spain, neither TV, nor cinema nor books: only interested in going to concertsamong other things, for the search for unique experiences. And it shows: in the Spanish state is going through one of its worst moments: Most indicators have fallen in 2024 and do not reach the 2019 box office.
The evil that devastates movie theaters has several aspects, from transformation of the entertainment economic model towards a streaming where competition and the search for profitability is fierce. As a consequence they have reduced their budgets and the number of projects), but also the different industrial strikes, the emergence of artificial intelligence and of course, the price of tickets.
The reasons for young people to return to cinema. We mentioned above that living experiences is a compelling reason to opt for concerts over other forms of leisure, but enjoying a movie in a movie theater is light years away from doing so in your living room, no matter how many large TVs or sound bars you have. In Business Insider they collect statements from different young people that range from covering the need for an activity and being in a community to doing an activity without a cell phone, as long as you should leave it aside in the room (don’t be one of those people who illuminates their surroundings with the screen).
And what about the prices? If today I wanted to see ‘Avatar 3’ in my nearest cinemas I would pay 9 euros to see the film in 2D at 8pm at the Yelmo de Itaroa (Pamplona). 10 euros if it is in 3D. This is where subscriptions and the current inflationary context come in.
Avatar 3 in 3D in Yelmo Itaroa cinemas in Huarte (Navarra)
Subscriptions are taking effect
The burning nail of flat rates. Monthly subscriptions to go to the movies are not something new or exclusive to Spain: in the United States, for example, they have MoviePass or AMC A-List for movie theater chains. AMC Theatersin the UK CineWorld Unlimited Card, in France it is UGC Poster. In the Spanish state, Cinesa has its Unlimited Carda flat rate for people over 18 years old that starts from 17.90 euros per month. And although anyone can subscribe, it must be taken into account that the Young Cultural Bonus of 400 euros.
An in-person subscription to an experience. The Cinema United report collect that loyalty program members in the United States increased by 15% since 2024, reinforcing it as a compelling reason: for a fixed monthly fee you have almost unlimited access to movies and the guarantee of an experience. For a generation that does not hesitate when it comes to canceling streaming subscriptions when they go up in price and have seen some of their favorite content disappear, an in-person subscription is attractive.
An analysis IBISWorld’s industry analysis for U.S. theaters points the way for movie theaters to climb out of the hole: Investing in experiences through better food and facilities and a greater emphasis on subscriptions and partnerships can help theater revenue grow from $16 billion in 2025 to a projected $17.3 billion in 2030.
When everything goes up, going to the movies is a more sensible option for your pocket. Flat cinema rates are not the cheapest form of entertainment out there, and if we take into account the added prices of food and drink there (although always you can bring your food to reduce costs) even less so, but in this inflationary scenario in which almost everything has gone up, they seem more reasonable if you think about a plan that lasts several hours. If you do the math, it’s even cheap if you compare it to going out to dinner or drinks (and that’s not to mention the particular Spanish scene with its young bonus).
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Cover | Toni Pomar and Mahdi chaghari
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