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NATO Report Goes Beyond Box Office to Assess Strength of Theatrical Exhibition
A new NATO report on moviegoing says Gen Z and Hispanic viewers are more frequent moviegoers than other groups.
The report looks at several metrics that show audiences’ embrace of moviegoing: consumer enthusiasm, investment in the marketplace, loyalty growth, more movies in theaters, and a wider genre mix with something for everyone. In this report, with the help of multiple research partners, we lay out five metrics for determining the strength of the exhibition industry that factor in tandem with the box office.” NATO also pointed out that theater owners have committed to spending more than $2.2 billion over the next three years on improvements in sound, projection and other areas.
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