Movie Theaters: Filling Seats Again – Bain Report Ideas
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Cinema’s Existential Threat: Bain & Co. on Reviving the Moviegoing Experience
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Los Angeles – Cinema attendance and box office revenue continue to lag behind pre-COVID levels, prompting studios and exhibitors to seek strategies for attracting audiences back to theaters. A new research report from management consulting firm Bain & Co. offers insights into the challenges and potential solutions.
The Core Problem: A “Flooded Era” of Content
The report, authored by Bain partners Chris Xanthakis, Nicole Magonie, and Daniel Hong, identifies a basic shift in the media landscape. Audiences haven’t abandoned theaters entirely, but they require a more compelling reason to attend. the industry has been grappling with attendance issues for two decades, but the challenge has become critical.
“For two decades, movie theaters have consistently wrestled with how to get people into seats. Today, that challenge has become an existential threat,” the report states. The surge in video streaming subscriptions from 2010-2024 coincided with a decline in North American box-office revenue (in real terms). While ticket prices have remained relatively flat, the overall cost of a cinema visit has increased due to rising concession prices, leading consumers to perceive cinema as expensive.
The pandemic dramatically accelerated these trends. Release schedules were disrupted,consumer habits changed,and digital platforms gained meaningful ground.Despite a 2025 Bain survey of over 5,000 US consumers revealing that roughly half wish they attended more in-person events, this desire hasn’t translated into a recovery for theatrical exhibition. As of November,domestic cinema attendance stood at just 64% of pre-pandemic levels,according to data from The numbers.
Fewer Wide Releases,More “Good Enough” Content
Major studios have reduced the number of their wide releases by approximately 20% compared to pre-pandemic levels,filling the gap with films from smaller affiliated studios. This contributes to what Bain terms the ”Flooded Era,” characterized by an abundance of media and the proliferation of readily available content.
“In this surroundings, ‘anyone can compete, but not everyone can compete profitably,'” the consultancy warns.New technologies enable a “deluge of ‘good enough’ content,” intensifying competition.
Bain & Co. believes the cinema experience can thrive by leveraging its core strengths: immersion, spectacle, and shared experiences. The report suggests successful companies will invest in:
* Premiumization: Enhancing the overall experience with improved seating, sound, and visuals.
* Personalization: Tailoring offerings to individual preferences.
* Partnerships: Collaborating with other businesses to create unique and compelling experiences.
- marcusrodriguez
The Bain report offers a sobering assessment of the challenges facing the cinema industry. The core issue isn’t simply competition from streaming services, but a broader shift in consumer expectations and the perception of value. The industry needs to move beyond simply showing movies and focus on creating events that justify the cost and effort of going to a theater. The emphasis on premiumization, personalization, and partnerships is a logical response to this changing landscape. The timing of the report, preceding the Warner Bros. Discovery/Netflix deal, is noteworthy, as that deal further complicates the future of theatrical releases.
Box Office Revenue Trends (2010-2024)
The following table summarizes the key trends highlighted in the Bain & Co. report:
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