Movie Fans Crave Laughs and Thrills: Global Study Reveals Shift to Comedies and Action Films

A recent survey conducted by the Global Cinema Foundation has indicated a growing demand from global audiences for more comedies and thrillers in movie theaters. However, the primary barrier deterring more frequent cinema visits is the perceived shortage of attractive film options, according to the findings of the survey.

The survey, which gathered opinions from over 68,000 participants across 15 international markets, revealed that 72% of respondents consider watching a movie in a theater to be a worthwhile investment. Despite a considerable availability of action/adventure films, 55% of those surveyed expressed a desire for more films in this genre. Meanwhile, even though popular genres like thrillers, comedies, and romantic comedies such as the international hit “Bridget Jones: Mad About the Boy” have increasingly migrated to streaming platforms in regions like North America, 51% of cinema-goers are keen on seeing more comedies and 46% more thrillers on the big screen.

Among the survey’s respondents, those aged 45 and above reported the highest levels of dissatisfaction due to the limited selection of engaging films available in theaters, despite having both the time and inclination to attend more frequently. Conversely, a promising 68% of all customers expressed enthusiasm about the forthcoming film lineup, with an impressive 83% of younger audiences under 34 feeling excited about future movie releases.

The study also highlighted that 64% of patrons face no obstacles in going to the cinema when a film they are interested in is showing; only a minor 6% of the total surveyed prefer waiting to watch films on streaming services.

Although there is a general trend of reduced spending on entertainment, the study found that individuals under the age of 44 are actually spending more on entertainment compared to six months ago.

The Global Cinema Foundation, which aims to foster a robust worldwide cinema industry, is governed by an executive board that includes CEOs from the top 12 global exhibition companies, alongside Cinema United (previously known as NATO) and UNIC. Its Advisory Board is comprised of 75 exhibition companies and 29 associations, representing about 65-70% of the worldwide box office earnings.

Jane Hastings, Chairperson of the GCF, stated, “One of our main objectives at the GCF is to ensure that global customer insights are communicated to the film community to better align with viewer preferences. The industry frequently discusses how to increase cinema attendance, and the answer lies in releasing more films that audiences want to see, as this directly boosts visitation rates. Our patrons have made it clear that they face no hurdles in visiting cinemas for films that interest them. This represents a significant opportunity to enhance both attendance and frequency. Moreover, we are focused on highlighting investments in innovative cinema experiences globally, which are contributing to rising ticket prices and supporting record-breaking box office performances worldwide.”