Who still goes to the movies? - Harvard Gazette

"When something becomes more of a niche activity, it can gain popularity for those who take it seriously. There is a certain identity associated with that activity, a kind of doubling down. There's a similar kind of ownership that I've seen people taking with film that, in some ways, has transformed the experience into something more meaningful and intentional for dedicated moviegoers."

Moviegoing has declined significantly due to rising ticket prices, poor theater etiquette, and pandemic effects, with frequent moviegoers dropping from 39 percent in 2019 to 17 percent in 2025. However, certain audiences, especially Gen Z, defy this trend by attending in-theater events, anniversary screenings, and blockbusters with strong social media presence. Films like Ryan Coogler's "Sinners" demonstrate continued theatrical appeal. Nathan Roberts, a Harvard Extension School filmmaker and professor, explains that as cinema becomes a niche activity, it gains cultural significance and identity for dedicated fans. The ritualistic and communal aspects of theatrical moviegoing create an experience that home streaming cannot match, driving continued attendance among committed audiences.

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