Movie theaters still “play an important role in Millennials’ lives,” and social media is playing a role in getting them there, according to a new study.

Movie theaters still “play an important role in Millennials' lives,” and social media is playing a role in getting them there, according to a new study. The research revealed that 38% of movie-goers in 2014 were Millennials, and 70% enjoy watching movie trailers. The top reason they chose movie theaters over viewing at home was because they didn’t want to wait, followed by those who said they went as part of a larger outing (like shopping or eating out). Almost a quarter were influenced to watch a movie from an online trailer, and 30% saw a movie in the last six months based on a social media recommendation. (Adweek)