Study Shows Audiences Increasingly Favor Independent Cinemas

Among recent concerns over the closure of local theaters, the National Audience Survey conducted by Art House Convergence showed that independent cinemas continue to attract a significant audience. The survey involved more than 32,000 individuals, aged between 15 and 98, from all 50 states and the District of Columbia, affirming the ongoing demand for indie theaters.

Forty-six cinemas across the nation participated in this survey, revealing that art house cinemas hold a unique appeal. According to the findings, 84 percent of respondents visit these theaters for diverse films outside the mainstream. Additionally, 73 percent appreciate the interesting programming and events, while 66 percent value the opportunity to see more films they like. Sixty percent cited a sense of community as a key reason for their patronage.

“While we’re often bombarded by pessimistic analyses about the state of theatrical exhibition from Hollywood’s viewpoint, it was enlightening to hear from the audiences of independent cinemas across the U.S.,” said Kate Markham, Managing Director of Art House Convergence. “The results of our 2024 National Audience Survey confirmed what we already knew: art house moviegoers remain loyal, new and younger patrons are discovering these exhibitors, and the creative, varied programming is a significant draw.”

Markham emphasized the defining characteristics of art house cinemas, stating that the dedication of both audiences and member cinemas to the theatrical experience is what makes this sector of the exhibition industry thrive. Furthermore, the survey discovered a notable increase in attendance at art house cinemas since 2019, with visits up four percent from that year’s 16 percent.

Independent cinemas not only entertain but also educate their audiences. According to the survey, 92 percent of participants believe that their art house cinema presents profound films. Moreover, 83 percent agree that these theaters expose them to new ways of thinking, while 82 percent feel that attending an art house cinema makes them more well-rounded individuals. Seventy-five percent say that these theaters raise their awareness of important issues, and 67 percent appreciate the connection with people sharing similar interests and beliefs.

Art house cinemas continue to play a vital role in their communities, with 90 percent of respondents considering these theaters one of the best features of their towns. While the average age of theatergoers skews older at 50, there is a growing younger audience, with new attendees averaging 38 years old.

In celebration of the survey results, Art House Convergence is revitalizing its Art House Theater Day. The first festival since 2019 will take place on July 25, featuring 100 participating cinemas. Highlights include the 40th anniversary 4K restoration of “The Terminator” with a Q&A session featuring James Cameron and Gale Anne Hurd, the 4K restoration of “West Indies: The Fugitive Slaves of Liberty” by Janus Films, and the new documentary “Frank Capra: Mr. America.”

Participating cinemas include notable venues such as a/perture cinema, AFI Silver Theatre and Cultural Center, Amherst Cinema Arts Center, Austin Film Society / AFS Cinema, Belcourt Theatre, Brattle Film Foundation, The Byrd Theatre Foundation, Chelsea Theater, Cinema Arts Centre, Cinema Detroit, Cinestudio, Colonial Theatre, Coolidge Corner Theatre, Coral Gables Art Cinema, Darkside Cinema, Enzian Theater, Facets, Film at Lincoln Center, FilmScene, The Frida Cinema, Gateway Film Center, Gene Siskel Film Center, Gold Town Theater, The Grand Cinema, Greenbelt Cinema, IFC Center, Images Cinema, The Iowa Theater, Jacob Burns Film Center, The Little Theatre, The Loft Cinema, Maine Film Center, Majestic Theatre, Music Box Theatre, O Cinema, Onyx Theatre, The Nightlight, Park City Film, Pickford Film Center, Robinson Film Center, The Roxy Theater, Salt Lake Film Society, SIFF Cinema, Tryon Theatre, and Varsity Cinema / Des Moines Film, Vassar Theatre.

Source: IndieWire