As the summer box office heats up and looks to be its best since COVID, there have still been some notable flops.  Our research report delves into what it takes to get audiences to the movie theater.  By analyzing audience motivations and the factors driving ticket sales, we’ve uncovered the core tensions and opportunities for the film industry across key genres.

Here are the highlights from our findings:

• The Cinema Paradox: While a commanding 76% of people feel the in-theater experience is special and can’t be replicated, 70% also say watching at home is more enjoyable. This fundamental conflict between the special experience of the “public screen” and the powerful draw of the “personal screen” is central to the modern moviegoer’s choice.
• The Collapsing Window of Urgency: The average “wait time” for big movies to arrive on streaming has been cut in half, from 90 to just 45 days. This has trained consumers to expect top-tier content at home quickly, diminishing the urgency to buy a ticket and amplifying the challenge of putting people in theater seats.
• The Formula for Theatrical Viewing Shifts by Genre: What gets people to theaters is a powerful mix of Cultural Buzz, Production, and Concept (accounting for nearly 60% of the motivation)—but there is no single script for success. While Sci-Fi relies heavily on high-end production spectacle, Horror thrives on the shared adrenaline of a crowd, and Dramedies win on cast chemistry and relatable concepts.

Download the full report below.