Stat: US study suggests Gen Alpha are fuelling cinema revival

US – A new US survey from entertainment researchers NRG found that 59% of Gen Alpha prefer watching films in cinemas rather than at home, compared with 48% of Gen Z, and 45% of Millennials and Gen X. 

The report suggests that, unlike older cohorts who recall watching DVDs or VHS, for Gen Alpha, on demand is standard – making cinema a more novel, social experience; social viewing is key, with 55% of Gen Alpha preferring to see films with friends, compared with 31% of Millennials. 

Despite assumptions about shrinking attention spans, fewer than 10% of under-13s use phones during screenings and the ideal running time across ages remains just over two hours.

Gaming franchises dominate their cultural landscape, with Roblox, Minecraft and Fortnite ranking highest, alongside Marvel and Spider Man. Demand is also rising for premium screening formats, with 65% wanting Imax, 54% 3D and nearly a third (29%) interested in singalong screenings.

In our Alphas Now and Next: From the Sandbox to Roblox report, we identified how Gen Alpha’s digital habits diverge from older cohorts. For this group, gaming devices, iPads, televisions and cinemas hold greater appeal than mobile phones or social media.