The Casual Moviegoer is a Thing of the Past

U.S. movie theaters are struggling to attract casual moviegoers, who once made up a significant portion of box office revenues, as shorter theatrical runs and changing consumer habits reshape the industry. The domestic box office, which regularly exceeded $10 billion in annual ticket sales before COVID-19, is expected to reach only $8.5 billion this year. Films now average 32 days in theaters compared to 80 days pre-pandemic, limiting opportunities for audiences to discover movies spontaneously. Midtier films generating $50-100 million at the box office have become scarcer, particularly in genres like drama and romantic comedy. Theater chains are responding with enhanced experiences and loyalty programs to draw audiences back. "It's fair to say there is a missing billion dollars that, if we had the right movies, people would be going to see them," said Bruce Nash, founder of movie business site the Numbers, told LA Times. Frequent moviegoers comprise only 12-15% of box office revenue, according to Patrick Corcoran of theater consulting firm Fithian Group.

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