In all our company's research we are seeing a trend of the market share for the out-of-home entertainment audience shifting to an older age group. This is due to a combination of factors including younger adults indexing higher in digital activity and older adults having greater discretionary incomes for entertainment.
This shift in market share is very evident when we look at changes to per capita moviegoing over the past five years.
Adults 40 and over are going out to the movies more frequently while younger generations are decreasing their moviegoing.
In 2013, households with a householder age 35 and older accounted for three-quarters (75%) of all community-based entertainment and arts spending.
What this indicates is that what seems to be a growing obsession with targeting the Millennial generation may not in fact be a well-founded strategy.