×
You will be redirected back to your article in seconds

Diverse Audiences Are Driving the Horror Box Office Boom

Horror is on a hot streak for the movie business, and diverse millennials may be to thank for the surge in ticket sales.

Last year marked the first time the horror genre grossed over $1 billion at the box office, and if this holiday season is any indication, moviegoers are still willing to shell out for a good fright. “A Quiet Place,” “The Nun,” and most recently “Halloween” are just a few titles this year that delivered big scares — and solid profits for studios.

Movio, a provider of movie-marketing software, found that not all horror buffs are cut from the same cloth. In general, the demographic for horror films tends to split into two distinct sub-genres: paranormal and action. Paranormal fans are drawn to supernatural and slasher films, like “The First Purge,” “Slender Man,” and “Happy Death Day.” Action addicts lean more toward sci-fi titles including “Annihilation,” “A Quiet Place,” and “The Predator.” Both cohorts are younger and more diverse than the average blockbuster crowd. They also go to the theater more frequently than audiences of action films, comedies, or other genres.

“The horror genre is bringing in a young, high frequency audience,” Will Palmer, Movio’s CEO, said. “It seems logical to have something playing in these genres in theaters all the time.”

Here are some takeaways from Movio’s study:

  • The average age of horror audiences are younger than the overall moviegoing crowd (27% younger for paranormal and 5% for sci-fi).
  • Horror fans are a loyal bunch. 44% of paranormal horror fans go to the movies more than 12 times a year, while 56% of sci-fi aficionados attend multiplexes over a dozen times a year.
  • On average, horror enthusiasts spend more each month at the box office, even though their average admission per visit is less.
  • 13% of paranormal and 16% of sci-fi ticket-buyers are African-American and 31% of paranormal and 23% of sci-fi attendees are Hispanic (versus 15% and 19% respectively for an average blockbuster).
  • Action horror films skew toward a more male audience, while paranormal horror films are more evenly distributed between genders.

More Film

  • Alain Berliner To Direct Cannes-Set ‘Second

    ‘Ma Vie en Rose’s’ Alain Berliner Directs Star Cast in ‘Second to Nun’ (EXCLUSIVE)

    Page Three Media and Artemis Productions, which backed “The Danish Girl,” announced in Cannes “Second to Nun,” a new feature from Golden Globe winning director Alain Berliner. Berliner’s decades-ahead-of-its-time “Ma Vie en Rose,” the tale of a young transgender girl with dreams of growing into a mature woman and marrying the boy next door, was [...]

  • Artist Andrew Levitas Tackles Corporate Greed

    Artist Andrew Levitas Tackles Corporate Greed in Johnny Depp Starring 'Minamata'

    Andrew Levitas has carved out a unique place in the art world, having used his considerable skills across multiple creative platforms. A filmmaker, painter, sculptor, producer, writer, actor and photographer, Levitas is also the founder of Metalwork Pictures, a media production company that develops and produces original content, including his 2014 directorial debut, “Lullaby,” as [...]

  • Oliver Laxe

    Cannes: ‘Fire Will Come’s’ Oliver Laxe on Classicism, Avant-Guard, Egos

    CANNES  —    Spain’s Oliver Laxe returns to Cannes for the third time with“Fire Will Come” (O Que Arde), competing in Un Certain Regard— the first time a Galician-language film is selected for Cannes. He has pedigree. His first time round, in 2010, Laxe snagged a Fipresci nod for his Directors’ Fortnight title “You All [...]

  • Gael Garcia Bernal'La Belle Epoque' premiere,

    Gael Garcia Bernal on Cannes Out of Competition Screening ‘Chicuarotes,’ Hope for Mexico

    CANNES  —  There’s a scene right at the beginning of “Chicuarotes,” Gael García Bernal’s second movie as a director, where Cagalera and Moleteco, two teens from the humble San Gregorio Atlapulco district of Mexico City, board a bus in clown’s makeup, and launch into a clumsy comedic sketch. Maybe because it’s delivered in San Gregorio [...]

  • Italy's Notorious Pictures on Buying Spree

    Cannes: Italy's Notorious Pictures on Buying Spree Takes 'Vivarium,' Ups Production (EXCLUSIVE)

    Italian distribution, production, and exhibition company Notorious Pictures is on a buying spree at the Cannes Film Market where they’ve acquired four high-profile titles, including Jesse Eisenberg and Imogen Poots sci-fi-fier “Vivarium,” which world-premiered in Critics’ Week. On the production side the expanding outfit has teamed up with Belgium’s Tarantula Productions on Islamic terrorism thriller [...]

  • Marco Bellocchio The Traitor Cannes

    Director Marco Bellocchio Talks About Cannes Mafia Drama 'The Traitor'

    Cannes veteran Marco Bellocchio’s vast body of work spans from “Fists in the Pockets” (1965) to “Sweet Dreams,” which launched at Directors’ Fortnight in 2016. The auteur known for psychodramas and for bringing the complexities of Italian history, and hypocrisy, to the big screen is back, this time in competition, with “The Traitor,” a biopic [...]

  • Director Tudor Giurgiu on Transylvania Film

    Director Tudor Giurgiu on Transilvania Film Festival Opening Film ‘Parking’

    CANNES–A poet, a romantic, and a stranger in a strange land, Adrian is a Romanian immigrant working as a night watchman at a car dealership in Cordoba. After leaving his old life behind, he falls in love with a Spanish singer who offers him a shot at reinvention. But when a money-making scheme by his [...]

More From Our Brands

Access exclusive content