A Fandango survey found 83% of respondents plan to see three or more films on the big screen this summer.
The second annual “Moviegoing Trends & Insights Study” was conducted by the movie ticketing service with more than 6,000 ticket buyers during the first quarter of 2022.
The study also saw an uptick in consumer satisfaction with the moviegoing experience over the past year, with 99% of moviegoers saying they are happy with their recent cinema visits, compared to 93 percent during the prior year.
Survey respondents’ top 10 most anticipated summer movies were:
- Doctor Strange in the Multiverse of Madness (May 6)
- Thor: Love and Thunder (July 8)
- Jurassic World: Dominion (June 10)
- Top Gun: Maverick (May 27)
- Minions: The Rise of Gru (July 1)
- Lightyear (June 17)
- Elvis (June 24)
- Nope (July 22)
- Bullet Train (July 29)
- Downton Abbey: A New Era (May 20)
Other key takeaways from Fandango’s study include:
- 93% of respondents said they will see films across multiple genres in theaters (not just superhero/comic book movies);
- 93% will purchase concessions at the theater (up from 84% the prior year), with popcorn and soda ranking as the most popular items;
- 89% indicated that moviegoing is their favorite activity outside of the home (ranking higher than dining out, shopping or sporting activities);
- 85% said they prefer films in immersive premium formats (like Imax and Dolby), feeling they make the moviegoing experience more enjoyable; and
- 68% said they believe believe that only-in-theater movies are of a higher quality than straight-to-streaming titles.
In the study, moviegoers were asked about the top factors influencing their moviegoing decisions and:
- 95% said they look for their favorite genres;
- 93% said they select films based on the trailers;
- 91% said they ask for recommendations from families or friends;
- 90% said they want to see their favorite stars on the big screen;
- 90% said they pick the latest installment of a favorite franchise; and
- 88% said they search for positive ratings and reviews.
“As film fans head back to theaters, we are starting to see growing signs of recovery as we make the turn towards a great summer of movies ahead,” Fandango VP of domestic ticketing Melissa Heller said in a statement. “Our study shows moviegoers are happier than ever to be back at the theater. With more in-theater releases on the horizon, film fans plan to see multiple movies in the cinema, enjoying all their favorite concessions throughout the summer season.”
The demographic breakdown of respondents was 72% ages 18-54, with 58% identifying as female, 41% male and 1% non-binary. Sixty-one percent described themselves as Caucasian; 21% Latino/Hispanic; 8% Black/African American; 8% Asian/Pacific Islander; and 5% other. There were a few respondents who identified with multiple ethnicities.