May 26, 2020
An Atom Tickets survey found 77% of respondents were ready to return to theaters within a few months, with 25% willing to return immediately. Only 1% said they never plan to return to theaters.
Digital movie ticketing platform Atom surveyed more than 1,500 moviegoers about their moviegoing intentions in the midst of theaters’ temporary closure due to the COVID-19 pandemic.
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 was by far the most critical safety feature at 42.2% or respondents. The next most critical safety measure was heightened theater cleaning procedures at 21.14%, followed by staff and guests wearing masks at 14.36%. Only 6.41% of moviegoers said taking staff and guest temperature readings before screenings was the most important condition that must be met before they would feel comfortable returning.
More than 88% said that purchasing digital tickets from their own device and eliminating the need to interact with a cashier was an important safety measure. As far as concessions, customers were interested ordering ahead and picking up their items instead of waiting in crowded lines and being served directly over the counter. Of those who have never pre-ordered movie theater concessions, 61% said they are now likely to try it.
“Moviegoers are telling us that they miss the experience of going to the movies and they’re ready to get back, but that the experience needs to look slightly different than before,” said Matthew Bakal, chairman and co-founder of Atom Tickets, in a statement. “We anticipate a rapid acceleration in digital ordering, just as we have seen in other industries, in order to reduce the amount of person-to-person interactions. We’re eager to resume being together with friends and family, but we want to do so responsibly. Atom is working with our theater partners to roll out spaced seat maps so that guests can see the steps being taken in order to provide a safe environment.”
In terms of films moviegoers were looking forward to seeing, the female superheroes led the pack with Black Widow and Wonder Woman 1984 taking 58% and 51% of votes, respectively. The James Bond installment No Time to Die, Disney’s Mulan and Top Gun: Maverick rounded out the top five. Millennial moviegoers weighed in slightly differently, with John Krasinski’s A Quiet Place Part 2 coming in third.