You will be redirected back to your article in seconds

Baby Boomers Show Low Interest in Premium Moviegoing: AARP Report

Many Baby Boomer moviegoers remain unaware of premium offerings such as sofa seating and dining service, a study released Tuesday by the AARP showed.

“From our survey we know Boomers are continuing to go to the movies frequently, but have not embraced all the efforts of the movie theaters to enhance the overall experience,” said Heather Nawrocki, director of editorial promotions of the AARP’s Movies for Grownups Initiative. “If you can entice Boomers to try these services they are going to like it. Theatre owners have an opportunity to better address the movie-going needs of Boomers by marketing amenities and upgrades to this key demographic.”

The study was based on a survey of 1,893 people between Feb. 26 and March 5. It was released Tuesday at the CinemaCon conference at Caesar’s Palace in Las Vegas.

“What Boomers Want: Insights into Cinema Experience Preferences and Behaviors” examines the specific preferences of movie-goers in an effort to reveal what Boomers want from their movie-going experience as well as reasons why they may not choose to go to theatres more frequently.

Less than half of these Boomers were aware of sofa seating, while only 15% actually tried the premium upgrade. Of that group, 76% liked or loved it.

Almost half of Boomers who go to the movies are not aware of food “brought to you” service and only 23 percent reported actually trying the option. However, 65% of Boomers who tried food services reported liking or loving it.

Among premium offerings, large screen formats such as Imax had the largest awareness among Boomers who go to the movies, with 60% of respondents aware of the format and nearly the same number (58%) having tried the large screen format. A total of 90% of Boomers who tried this upgrade “loved” or “liked” large screen options.

Almost 60% of Boomers who go to the movies buy concessions most or every time, mainly traditional offerings of popcorn and sodas. Only 22% are aware of bar service and alcohol options offered inside the theater.

Over 70% of Boomers go to the movies and 22% go once a month or more often. Saturdays are the most popular time for Boomer movie-goers.

The survey also showed that 77% of Boomers prefer to buy tickets at the theater and that while 54% were aware of the MoviePass discount option, only 2% had used it.

Baby Boomers are defined as those who were born after World War II and before 1965.

More Film

  • Melissa McCarthy as "Lee Israel" in

    Writers Guild Makes It Official: This Is the Most Wide-Open Oscars Race Ever

    For the record, we’re in uncharted territory this Oscar season. While we still have the costume designers’ ceremony to get through on Tuesday, the Writers Guild Awards put a bow on the major guild kudos circuit Sunday night. The results have yielded what is, unequivocally, the most wide-open Oscar field in history. The major guild [...]

  • Melissa McCarthy as "Lee Israel" and

    WGA Awards 2019: 'Can You Ever Forgive Me?,' 'Eighth Grade' Win Screenplay Awards

    In a pair of upsets, “Can You Ever Forgive Me?” has won the Writers Guild of America’s adapted screenplay award for Nicole Holofcener and Jeff Whitty and Bo Burnham has won the original screenplay award for “Eighth Grade.” “Can You Ever Forgive Me?,” based on the memoir of the late Lee Israel, topped the screenplays [...]

  • Alita Battle Angel

    Box Office: 'Alita: Battle Angel' No Match for China's 'Wandering Earth' Overseas

    Hollywood movies like “Alita: Battle Angel” and “How to Train Your Dragon: The Hidden World” are doing respectable business overseas, but they’re proving no match for foreign titles at the international box office. The Chinese New Year is bringing in huge business in the Middle Kingdom. China’s sci-fi epic “The Wandering Earth” pulled in a [...]

  • ABA_062_DAU_0060_v0409.87501 – Rosa Salazar stars as

    Box Office: 'Alita: Battle Angel' Wins Dismal President's Day Weekend

    Fox’s sci-fi adventure “Alita: Battle Angel” dominated in North America, but its opening weekend win isn’t leaving the box office with much to celebrate. Tracking services estimate that this will be one of the lowest grossing President’s Day weekends in years. Ticket sales are on pace to be the smallest bounty for the holiday frame [...]

  • Bohemian Rhapsody

    'Bohemian Rhapsody,' 'Marvelous Mrs. Maisel' Among Cinema Audio Society Winners

    Queen biopic “Bohemian Rhapsody” won the Cinema Audio Society’s top prize for sound mixing at Saturday night’s 55th annual CAS Awards. The film is Oscar-nominated for sound mixing this year along with “Black Panther,” “First Man,” “Roma” and “A Star Is Born.” In a surprise over heavy-hitters “Incredibles 2” and “Spider-Man: Into the Spider-Verse,” Wes [...]

  • Oscars Placeholder

    Make-Up and Hair Stylist Guild Applauds Academy's Stance on Airing Every Oscar Winner

    Rowdy boos were followed by triumphant cheers at the Make-Up Artists and Hair Stylists Guild Awards on Saturday in Los Angeles, as the Hollywood union touched on a week of controversy over a reversed decision to hand out four Oscars during the show’s commercial breaks. Hair and makeup was one of the four categories that would [...]

  • Marvelous Mrs Maisel Vice

    'Vice,' 'The Marvelous Mrs. Maisel' Lead Make-Up and Hair Stylists Guild Awards Winners

    Adam McKay’s Dick Cheney biopic “Vice,” starring Oscar nominees Christian Bale, Amy Adams and Sam Rockwell, won two awards at the sixth annual Make-Up and Hair Stylists Guild Awards Saturday night. The film won for best period and/or character makeup as well as special makeup effects. “Mary Queen of Scots” received the prize for period [...]

More From Our Brands

Access exclusive content