Movie Theaters Face Tough Odds Enticing Older Filmgoers Back
- Just 9% of baby boomers enthusiastic about going to theaters
- That compares with 23% of Gen Z consumers, survey finds
Movie theaters have already faced plenty of challenges in attempting to reopen from their pandemic shutdown: mask requirements, state guidelines that change by the day and a dearth of new movies.
But one of their biggest hurdles may be luring back older filmgoers. Just 9% of baby boomers -- people born 1946 to 1964 -- are enthusiastic about returning to theaters, according to a Morning Consult and Bloomberg News survey of 2,200 U.S. adults. An additional 21% are somewhat interested, but the majority aren’t looking forward to sitting in a darkened theater with strangers again.