A fresh NRG study shared by Variety on Aug 29, 2025 finds 59% of Gen Alpha say they prefer watching movies in theaters — more than Gen Z or millennials. The report, based on roughly 6,100 U.S. respondents aged 6–60, also shows kids favor group outings, premium large formats (IMAX), and franchise-driven events like singalongs. For studios and chains, this alters release strategy, marketing, and theater-tech investment — and could reshape the 2025–2026 box office playbook if executives act quickly.
What the new 59% Gen Alpha finding means for studios in 2025
- Variety published NRG’s U.S. survey on Aug 29, 2025, spotlighting Gen Alpha habits.
- 59% of Gen Alpha prefer theaters versus 48% Gen Z and 45% Millennials.
- 55% of Gen Alpha want group screenings; PLFs like IMAX attract 65% of kids.
- 29% said they’re interested in singalong events; phone use in kids is ≤10%.
- Next: studios may prioritize franchise events, PLF prints, and family-focused windows.
Why studios must act now as 65% of kids want IMAX/3D experiences
The timing matters: with summer and holiday slates approaching, studios face a clear consumer signal — Gen Alpha values eventized theatrical outings. The survey says 65% of Gen Alpha prefer premium large formats and 54% want more 3D or VR experiences. That changes distribution calculus: fewer day‑and‑date releases, more PLF bookings, targeted family event marketing, and potentially earlier theatrical windows to capture group-driven demand.
How executives and fans reacted hours after the Aug 29 survey release
Industry insiders immediately flagged the study as a pivot point: exhibitors see a case for more IMAX/3D screens and singalong showings, while studio marketers note franchise partnerships (Roblox, Minecraft, Fortnite) boost turnout. Social posts amplified the headline stat, prompting weekend conversations among box office analysts about shifting ad buys toward family experiences.
What the NRG survey of 6,100 U.S. viewers actually reveals about habits
NRG polled about 6,100 U.S. moviegoers aged 6–60 and found younger kids prize shared outings and spectacle. Gen Alpha ranks franchises like Roblox, Minecraft, and Fortnite highest — showing studios a clear content pipeline for family-first releases. The data also contradicts assumptions that kids are glued to phones; fewer than one‑in‑ten under‑13s habitually use phones in theaters, reinforcing the value of distraction‑free event screenings.
The 6 KPIs that predict whether Gen Alpha will save theaters in 2025
| KPI | Value + Unit | Scope/Date | Change/Impact |
|---|---|---|---|
| Theater preference | 59% | Gen Alpha, Aug 29, 2025 | Higher than Gen Z (48%) and Millennials (45%) |
| Group-viewing preference | 55% | Gen Alpha, 2025 | Strong social demand vs 31% Millennials |
| PLF (IMAX/large format) demand | 65% | Gen Alpha, 2025 | Opportunity for premium ticket growth |
| 3D / VR interest | 54% | Gen Alpha, 2025 | Drives tech and experiential spend |
| Singalong/event interest | 29% | Gen Alpha, 2025 | Niche events can lift midweeks |
| Sample size | ~6,100 respondents | U.S., ages 6–60, 2025 | Statistically broad cross-age sample |
Summary: Gen Alpha’s strong preference for event cinema signals revenue opportunities for PLFs and franchise events.
Conclusion
NRG’s Aug 29 findings give studios and chains a playbook: invest in premium formats, franchise-driven events, and family-first marketing now to capture Gen Alpha’s theater-first habits and reshape 2025–2026 box office patterns.
Sources
- https://variety.com/2025/film/news/gen-alpha-movie-theaters-roblox-minecraft-1236502260/
Similar posts:
- Why The $3.67B Summer And 275M Admissions Force Studio Strategy Changes
- From Prince In IMAX To BTS Movie Weeks: 6 Must-See Reissues And Dates For 2025
- Prisoner Of Azkaban Reveals August 2025 4DX And Concert Screenings – Why It Matters
- Top 7 Fall 2025 Picks That Upend Streaming And Theaters – Here’s Why
- Taylor Swift Album Hits $34M Box Office Oct 2025 That Flips Movie Release Strategy
Jessica Morrison is a seasoned entertainment writer with over a decade of experience covering television, film, and pop culture. After earning a degree in journalism from New York University, she worked as a freelance writer for various entertainment magazines before joining red94.net. Her expertise lies in analyzing television series, from groundbreaking dramas to light-hearted comedies, and she often provides in-depth reviews and industry insights. Outside of writing, Jessica is an avid film buff and enjoys discovering new indie movies at local festivals.