In-Person Movies Hit Hard During Pandemic

December 3, 2020

The 23rd wave of the ongoing study by AMC Global (an international custom market research firm specializing in launch strategies and brand tracking) and OpinionRoute (a leader in insights process management) was released today. The consumer behavior research showed that most Americans have not seen a movie in person at a movie theater for quite some time, and it is likely to be months before they attend again. Respondents report concern about COVID-19 risk as the top reason for staying away, as well as local theaters being closed.

New results will now be released every other Thursday based on the previous week’s polling of U.S.-based general population of primary purchasers age 21+. 

Key findings for the week of November 30: 

  • While 67% of Americans report attending a movie in person more than six months ago, only 7% have attended within the past month.

  • Fifty-one percent of Americans predict that more than six months from now they will once again see a movie in a theater, while only 4% predict they will attend in the next couple of weeks.

  • Top reasons for the decrease in movie theater in-person attendance include COVID-19 risk (79%), closure of local theaters (43%), lack of “good” movies (30%), and cost (28%). 

A complete representation of the in-person movie attendance behavior data can be found here. 

New results and findings will be released on December 17. The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior during the pandemic.

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