Just like regular retail stores, the months of November and December can make or break a local movie theater. For small cinemas, the winter months are when the most highly-anticipated movies release against each other, each hoping to make the most of Award Season and cash-in on the fact that many Americans are off on holiday. As we all enter into the last few moments before the holiday season, Fandango polled more than 1,500 millennial moviegoers (ages 18-34) over the past month, asking them about their moviegoing habits, plans for the holidays, and amenities they enjoy most at the cinema. The millennial age-group is important to Fandango, the group makes up 41% of Fandango’s total digital audience, so these type of survey’s help the company design better updates and marketing for its apps, and movie theaters can better schedule their film rentals.
“Millennials are a key audience for the entire movie industry and at Fandango we continue to innovate our mobile and social movie discovery, ticketing and digital payment offerings to help drive more millennials into theaters,” says Adam Rockmore, Fandango SVP and Head of Marketing and Communications.
According to Fandango’s survey, 78% of millennials said they send individual or group text messages to friends when making their moviegoing plans. Over the past year, Fandango has launched a number of ticketing innovations with Apple and Facebook that enable moviegoers to discover movies, access showtimes and buy tickets with their friends, without leaving their messaging app or social network. The company also offers digital payment platforms, including Apple Pay, Android Pay, PayPal, Visa Checkout and Mastercard’s Masterpass Digital Wallet, enabling ticket purchases via debit and credit cards with just one touch. Fandango’s PayPal split pay makes it even easier to split the bill for tickets with multiple friends. Regarding millennial moviegoing plans this holiday season, 86% of millennials say they plan to see at least two movies on the big screen, while 34% plan to see four or more movies.
Of the big studio films debuting in theaters the rest of this month, the top five picks include:
- Star Wars: The Last Jedi
- Jumanji: Welcome to the Jungle
- Pitch Perfect 3
- The Greatest Showman
Millennials’ top five picks for current indie movies are:
- The Shape of Water
- The Disaster Artist
- Lady Bird
- Three Billboards Outside Ebbing, Missouri
- I, Tonya
When asked about their moviegoing habits:
- 44% of millennials say they are most likely to see a new movie on opening night or weekend, and 29% will go within the first week of release
- 58% say they purchase advance tickets online or through an app
- 50% say reserved seating is the main reason for buying tickets in advance
- 75% say VIP or Rewards program perks is the added benefit they enjoy most when buying their tickets in advance
If you still need tickets for “Star Wars: The Last Jedi,” or if you want to see where ‘The Shape of Water,” “The Disaster Artist,” or “I, Tonya” is playing this weekend, you can find locations on fandango.com. When making moviegoing plans with friends, 78% of millennials say they send individual or group text messages, 4% call on the phone, while 1% use email. Millennials also weighed in on the top theater amenities that appeal to them: 65% say reclining seats and 56% identify premium large screen formats & immersive sound. When asked about their single favorite thing to purchase at the movie theater: 63% say popcorn, 18% say candy and 11% say meals.