Movie-going adults in the United Kingdom are spending more on food and beverages than they were two years ago, YouGov data shows.
Consumer data shows the majority spend up to £20 on refreshments and snacks at the cinema (55%), and that hasn’t changed drastically since 2019 (56%). However, we see a three-point increase in the proportion of consumers who spend between £20 and £40 (10% vs. 7% in 2019) and a six-point hike among those who spend more than £40 (8% vs 2% in 2019). As such the number not spending anything has fallen (from 35% to 27%).
These findings are in line with real-world reported profits. AMC Entertainment, the world’s largest theatre chain and owner of Odeon cinemas, reported per-patron revenue for food and beverage had hit a record-high at the beginning of the summer.
All this is a silver-lining to what has been a trying era for cinemas. YouGov data shows 31% of Brits say they tend to catch movies at theatres during their regular theatrical run or at advance screenings. That marks a 15-point decrease compared with the same time in 2019, mere months before the pandemic started (46%). We see a starker, 19-point decrease among parents or guardians of children under 18 (32% vs. 51% in 2019).
But recent blockbusters, such as No Time to Die, Dune, and Venom drew considerable crowds – another reason for cheer in the battle-weary theatre industry.
“There are real grounds for optimism in our industry,” said Mooky Greidinger, the chief executive of Cineworld told the Guardian. “We are thrilled to see audiences returning in significant numbers. Our partnerships with studios are as strong as ever and [there is] an incredible movie slate to come.”
Receive monthly topical insights about the Leisure and entertainment industry, straight to your inbox. Sign up today.
Discover more leisure and entertainment content here
Want to run your own research? Start building a survey now
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
