Gen Z has rediscovered the joy of going to the movies

Z世代重返影院

IT HAS BEEN an action-packed year on cinema screens—and at the ticket counter. Five films have already grossed more than $1bn at the global box office; three more have exceeded $500m. Forthcoming blockbusters such as “Avengers: Doomsday” and “Dune: Part Three” promise epic showdowns; crowds are sure to show up to cinemas to watch the battles unfold. Although overall ticket sales are still down from pre-covid levels, analysts predict that the global box office will take $35bn this year, up 7% from 2025.

Indeed, the picture house seems to be enjoying something of a revival, thanks in part to the younger generations. Many feared that Gen Z and millennials would hasten cinema’s decline, preferring to stay at home and binge on Netflix, YouTube or TikTok. But in America nearly 90% of Gen Z went to the cinema in 2025, more than any other generation, according to a survey by Fandango, a ticketing website. They went seven times on average last year, compared with 6.1 times for Gen X and 5.7 for baby-boomers.

社交媒体助推观影热潮

What explains this surge? Partly, cinema is being boosted by the technology some thought might kill it: social media. Online communities generate buzz—nearly half of European youngsters say they discover new films on TikTok. Viral trends coalesce around certain titles. For instance, “Minions: The Rise of Gru” in 2022, attracted hordes of young men in suits, who called themselves “GentleMinions”. During screenings of “ A Minecraft Movie ” in 2025, people screamed and jumped out of their seats.