In a promising turn for the theatrical movie industry, a recent study by entertainment researchers at NRG reveals that Generation Alpha, encompassing children born between 2013 and 2025, is demonstrating a notable enthusiasm for the cinema experience. The report indicates that approximately 59% of this young demographic prefers watching films in theaters over home viewing, a stark contrast to the preferences of older generations: 48% of Gen Z, 45% of Millennials, and 45% of Gen X.
The authors of the study attribute this trend to the omnipresence of smartphones and streaming services, which have fostered a desire among younger viewers for the unique experience of a night out at the multiplex. “Unlike Millennials and older Gen Z-ers, who can still recall the days of renting DVDs or VHS tapes, Gen Alpha has grown up in an era where on-demand content is the norm,” the report states. “For them, a movie night at home lacks the novelty and excitement that makes venturing out to a theater feel special.”
Social Dynamics of Moviegoing
The survey, which included approximately 6,100 U.S. moviegoers aged six to sixty, also highlights that Gen Alpha views moviegoing as a social event. More than half (55%) prefer attending films with friends, compared to just 31% of Millennials and 40% of Gen Z. Interestingly, despite the stereotype that younger audiences are glued to their screens, the study found that fewer than 10% of children under 13 regularly use their phones in theaters. Furthermore, attention spans appear to be consistent across generations, with most moviegoers agreeing that the ideal film length is just over two hours.
To understand the cinematic preferences of Gen Alpha, NRG explored which franchises resonate most with this group. Topping the list is “Roblox,” followed by popular video games such as “Minecraft,” “Fortnite,” “Grand Theft Auto,” and “Pokemon.” Other notable mentions include “The Avengers,” “Super Mario Bros.,” and “Spider-Man.” The presence of these franchises in the film industry is noteworthy, especially considering that many have already been adapted into movies or shows. The potential for a “Roblox” film seems increasingly plausible.
The study also sheds light on the success of interactive cinema experiences, such as the singalong version of “KPop Demon Hunters,” which thrived at the box office after its streaming release. A significant 29% of Gen Alpha expressed interest in attending singalong screenings, while a majority (65%) preferred premium formats like IMAX. Additionally, 54% of respondents indicated a desire for more 3D films or virtual reality experiences, hinting at an appetite for innovative cinematic offerings.
