Marketers love to label Gen Z as “unreachable”—especially when it comes to movies. Yes, this gen is watching less traditional TV than older gens, and when they do tune in, it’s usually on streaming platforms. And more recently, as YPulse’s Media Consumption report shows, 13-24-year-olds are actually spending more video time on social platforms than even streaming services—spaces where attention is split and ads can be skipped altogether. So, it’s easy to assume that Gen Z wouldn’t be interested in long-form, in-person entertainment like going to the movies. But that assumption doesn’t quite capture the full story. While Gen Z is deeply plugged in social media, they also still love going to the movies. According to YPulse’s TV and Entertainment report, young audiences are returning to theaters at levels close to where they were pre-pandemic. Over 60% of teens and young adults head to theaters monthly or yearly; 21% of 18-24-year-olds watch movies on a regular theater screen weekly or more. Not to mention, monthly IMAX and 3D...
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