August 20, 2020
Moviegoers are more eager to return to theaters than they were back in May, according to a new Aug. 17 “Return to Moviegoing” survey from ticketing service Atom Tickets.
Nearly three-quarters (74%) of consumers said they were ready to return to theaters within one month and 40% said they are ready to return to theaters immediately, up from 59% and 25% respectively, in a May survey. On the flipside, only 0.8% said they never plan to return to theaters and 15% said they would wait until there is a vaccine for the coronavirus, down from 21% in May.
The August survey received more than 16,000 U.S. digital moviegoer responses, according to Atom.
When asked to identify the most important safety measure to make them feel confident about going back to a movie theater, having spaced seating in the theater auditorium remained the most critical safety feature with 34% saying this was a key condition. The next most critical safety measure noted by moviegoers was staff and guests wearing masks at 30%, more than doubling in importance from Atom’s May survey (14%) and rising in importance over heightened theater cleaning procedures at 13% (down from 21% in May). Of note, 85% of August moviegoers surveyed said that they plan on wearing a mask even if it is not required by the theater or local government.
The contactless trend that’s surging in the food and retail industries continues to be top-of-mind for moviegoers, with 87% of moviegoers surveyed in August saying that purchasing digital tickets from their own device and eliminating the need to interact with a cashier is an important safety measure, relatively flat with May findings (88%). Concessions may also look different in a post-COVID world, with customers leaning into ordering ahead and picking up their items instead of waiting in lines and being served directly over the counter. Of those who had never pre-ordered movie theater concessions, 68% said they are now likely to try it (up from 61% in May). Among those that had previously preordered their movie snacks, 90% said they would do it again.
“We’re encouraged by this new survey and believe it’s a good sign for the movie industry. Our data also showed that eagerness to return to the movies has more to do with how often you went to the movies before the pandemic rather than by age or region,” Matthew Bakal, chairman and co-founder of Atom Tickets, said in a statement. “I’m pleased to see the heightened interest in safety measures including pre-ordering tickets and concessions. We know people want to enjoy the movies together with friends and family and will do so responsibly.”
The survey also revealed new films will get most moviegoers to return to the big screen, with 49% of those surveyed saying they would rather wait for new movies to be released before returning versus 35% who said they would return to cinemas to see re-releases of classic movies. Also, according to the survey, the 2020 films that moviegoers were most excited to see on the big screen were Black Widow, Wonder Woman 1984 and the “James Bond” movie No Time to Die. For 2021, moviegoers were eager to see The Eternals from Marvel Studios, The Batman and Jurassic World: Dominion.
Complementing new safety and cleaning guidelines by movie theaters, Atom has launched new buffered seating maps and Safety Guidelines on their app and website.