In 2025, Generation Z accounted for nearly 40% of all movie theater audiences in North America and saw an average of seven films, matching millennials’ viewership and propelling a resurgence in theatrical attendance. Data from Comscore and Fandango confirmed the demographic’s growing influence on the exhibition industry.

“Gen Z is driving moviegoer trends today, and I think people are shocked,” said Jason Dorsey, president and co-founder of The Center for Generational Kinetics and co-author of “Zconomy.” He added, “They're like, 'Oh, Gen Z doesn't want to leave their house.' That's not true. Gen Z absolutely wants to leave their house — probably more than you know.”

Carrie Trotter, senior vice president of marketing at AMC, noted that Gen Z not only comprises a rising share of audiences but is also increasing its moviegoing frequency. “Not only are we seeing a bigger and bigger percentage of Gen Z make up our overall audience, but their frequency is increasing year over year,” she said. “So they have become one of the most important audiences for us, and I see that in the future, it may become the absolute most important audience for us.”

A portion of Gen Z participates in theater loyalty programs such as AMC’s A-List, Regal Unlimited, and Cinemark’s Movie Club. Gen Z over-indexes in the AMC A-List tier, and their participation has grown triple since the pandemic. AMC’s program allows members to book tickets for friends, a feature designed to support group outings.

Dorsey linked Gen Z’s current behavior to their pandemic-era coming-of-age, which he described as a “generation-defining experience.” He explained, “Covid uprooted all of their plans. They were going to school, going to college. Everything got turned upside down and it lasted for a long period of time. So, we see them much more fiscally conscious. I'll say it generally, like they're really conservative with their money in general, much more thrifty than we would expect for somebody at their age.”

Despite nationwide average ticket prices reaching nearly $13.50 in 2025, Gen Z continues to spend on theatrical experiences. Steve Buck, an analyst at movie data firm EntTelligence, said, “When you think about Gen Z, they are cost-conscious, but they're opening up their wallet.” He added, “Ticket pricing has gone up, as it does, but when you compare it to the year-over-year inflation rate, it's on par, if not less.”

Moviegoing serves as a social activity for many in the demographic. “This is a way for them to come and spend time with their friends and their family, and that social experience really outweighs the movie itself that they're seeing,” Trotter said. She also cited fandom and fear of missing out as motivators for attending films in theaters.