Contrary to popular belief, a new UCLA study has revealed that teenagers' favorite pastime is going to the movies, even as the industry continues to grapple with the aftermath of the COVID-19 pandemic and other disruptive forces. This unexpected finding challenges the narrative that young people have abandoned traditional moviegoing in favor of digital entertainment, offering a glimmer of hope for the beleaguered theater industry.

Unlocking the Secrets of Gen Z's Movie Preferences

Teens Prioritize the Big-Screen Experience

The study, which surveyed 1,500 young people aged 10 to 24 across the United States, found that when cost, transportation, and other barriers are removed, going to see a film on opening weekend is the number one preferred activity for adolescents. This preference for the theatrical experience surpasses other forms of entertainment, including watching sports, playing video games, and streaming movies or TV shows on personal devices.

Navigating the Realities of Cost and Accessibility

However, when factoring in real-world constraints such as cost and other obstacles, the study reveals a more nuanced picture. In this scenario, 39.2% of teens selected playing video games as their favorite activity, while 33.3% preferred watching TV or movies and 27.5% opted for scrolling on social media. This suggests that while the desire for the movie theater experience is strong, practical considerations can still influence young people's entertainment choices.

Challenging the Narrative of a Dying Industry

The findings of this study challenge the prevailing narrative that the movie industry is on the brink of extinction, with young people seemingly disinterested in traditional moviegoing. Yalda Uhls, the executive director of the Center for Scholars and Storytellers at UCLA, admits that she had previously bought into the notion that teenagers no longer care about movies. "But the reality is, when you ask them, they really do care," she said.

Tapping into the Teenage Demographic

For the movie industry, this newfound insight presents both an opportunity and a challenge. Studios have historically tended to overlook the teenage demographic, focusing their efforts on other age groups. To effectively reach and engage this crucial audience, Uhls emphasizes the need for studios to do more research, understand the lived experiences of all teens, and tailor their content and marketing strategies accordingly.

Preferences and Priorities of Gen Z Moviegoers

The UCLA report delves deeper into the preferences and priorities of teenage moviegoers. It reveals that 36.2% of adolescents prefer fantasy over other genres, 63.5% value stories about friendship and platonic relationships over romance, and 62.4% believe that sex scenes are not necessary to advance the plot of TV shows and movies. Interestingly, only 7.2% of young people enjoyed movies and TV shows about the rich and famous, while 13.9% said they wanted to watch films and series tackling real-life issues that impact society.

Fostering a Welcoming Environment for Teenage Moviegoers

To attract more teenage patrons, Uhls suggests that theaters can offer event screenings, such as encouraging attendees to wear costumes, and provide group discounts for young people. "It's just that typical moviegoing experience," Uhls added, "They all love it the way I did growing up … and if you give it to them, they will come."The findings of this UCLA study offer a glimmer of hope for the movie industry, which has been grappling with the aftermath of the pandemic and the rise of streaming platforms. By understanding the preferences and priorities of the teenage demographic, studios and theater owners can work to create a more engaging and accessible moviegoing experience that caters to the unique needs and desires of this crucial audience.