CULTURE

As if the future of movie theaters hasn't already felt a bit shaky, the pending merger between Netflix and Warner Bros.-Discovery last month made things even more nerve-wracking for those of us who love visiting the multiplex. While Netflix CEO Ted Sarandos assured moviegoers that Warner Bros. films will stay in theaters for at least 45 days, the reality of streamers being able to alter or completely take away one of the most beloved pastimes became extremely stark.

However, if there's any hope for the theatrical experience, it's all thanks to Gen Z, whose theater attendance rates are increasing, in addition to showing enthusiasm for moviegoing on Letterboxd and #FilmTok. Even the youngest cohort, Gen Alpha, reported higher levels of interest in going to the movies than older generations. It all goes against the narrative spun by streamers that theaters are no longer consumer-friendly and that young people all want to watch movies from their couches. Instead, they're making the multiplex experience cool again and, through online fandom, maybe even something like a cult.

—Kyndall Cunningham, staff reporter

Are movie theaters cool again?

Illustration of two young women gaping open-mouthed at a movie screen, one with popcorn in her lap and the other reaching over for it

Ohni Lisle for Vox

It takes a lot to get people to movie theaters these days — and it might get even harder to catch blockbusters on the big screen in the near future.

Or at least that's what streaming giants like Netflix, which controversially acquired Warner Bros. Discovery in December, want you to think. The staggering $83 billion deal, which is still pending regulatory approval, all but confirmed the hastening demise of multiplexes. In discussing the merger, Netflix co-CEO Ted Sarandos stated that, while his company plans on releasing Warner Bros. projects in theaters, he doesn't think long, exclusive theatrical runs for movies "are that consumer-friendly."

The tech executive may have a point. While CGI-laden blockbusters like the latest Avatar sequel can still bring in more than$1 billion at the box office, going to the movies isn't what it used to be. Ticket sales have been on the decline for the past decade, and they still haven't completely recovered after falling off a cliff during the Covid-19 pandemic. (The 2023 Hollywood strikes didn't help.) With the dominance of streaming services, it seems reasonable to assume that consumers simply prefer to watch feature films from their couches, where they can look at TikTok or YouTube at the same time.

But some recent research suggests that not everyone is avoiding the brick-and-mortar theater. Young people apparently can't get enough of this century-old pastime.

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