It’s Not About What Changed, But Who Changed
For years now, the movie theater has been framed as a place in decline. The cost. The talking. The phones. The guy on his phone talking about the cost.
Streaming, on the other hand? It’s cheap. You can choose to be quiet or talk. You can use the bathroom. You can pour a scotch. You can pause, get up, and pour a second scotch.
But something happened while we shifted to streaming. It may have accidentally fixed the theater experience.
Streaming didn’t just change how often we go to the movies. It changed who goes to the movies.
Many casual moviegoers who want to kill time or who aren’t there for a cinematic experience have moved to the couch to stream their “content.” Which means the people who still buy tickets are the ones who want to be there. They picked the movie. They paid big bucks. They’re going to pay attention.
The result is a calmer, more focused, more in-tune audience. It’s not perfect. It’s better than the theater experience, which had already been in decline before COVID sent us all home to our couches.
Christmas Week Rocks at the Theater
If you’ve been on the fence about going back to the movies, Christmas week is an excellent time to test that theory. In late December, theaters fill with family releases, prestige films, and crowd-pleasers designed to be seen on the big screen — together. Check out the New Movies coming out on December 19 that you can take your family to see:
- Avatar: Fire and Ash
- The SpongeBob Movie: Search for SquarePants
- Teenage Mutant Ninja Turtles: Chrome Alone 2
- David
I’m excited for at least two of those. You should pick one. Go see how it feels.
There’s a reason studios still fight for Christmas release dates. It’s one of the few stretches of the year when moviegoing feels like a tradition. It feels communal. Rooms full of strangers settling in together, ready to <scans the movies coming out Dec. 19> ooh, laugh, laugh harder, and zzz.
That shared energy matters. It’s what makes the theater experience special.
The Reasons People Stopped Going
Let’s face it — people stopped going to theaters for several reasons.
- Release window — An AP-NORC poll found that many viewers are willing to wait for movies to hit streaming, especially as theatrical exclusivity windows shorten. I feel this when I missed Arco during its limited November release (don’t worry if you also missed it; a wider release is coming).
- Too many distractions — People want to avoid others who disturb movies. An MX8 Labs survey found 70% prefer streaming specifically to avoid crowds and noise. A YouGov poll suggests 78% approve of banning phone use.
- Hassle of leaving home — This one is relatable. Getting in the car, coordinating schedules, and driving to a second location is harder than simply staying home.
- Cost — Ticket prices have gone up. Popcorn prices have gone up. The poll cited the overall expense of moviegoing as a major reason they choose streaming instead.
- Convenience of home — A second scotch in my undies while eating lava-hot pizza rolls? Is there a better way to watch a Paddington movie? This is the poll’s central finding. Most adults, understandably, prefer watching new movies at home because it’s easier, faster, and lets you pause to visit your own clean bathroom.
I get it. Pizza rolls don’t stay inside long. But we miss a lot of the experience by staying home. How do I make it worth putting on pants and setting down my scotch to benefit from the big screen?
How to Make Theaters Work Again For You
The movie theater experience works best now when it’s intentional.
Start with the theater. Policies matter. Some chains and independents enforce no-phone rules. Others design their auditoriums to reduce distractions with better sightlines, reserved seating, and more showtimes. These differences show up quickly once you know what to look for.
Timing helps. Early showings. Weekday evenings. Waiting a week or two after opening weekend. These choices dramatically change the vibe of a screening.
Subscriptions help too. I subscribe to Cinemark. For $140 a year, I get 12 movie passes that can be used for any 2D movie, but you can upgrade to 3D or IMAX for a small fee, which I just did for Zootopia 2. I also get 20% off concessions. That means cheaper popcorn. And my online fees are waived, which lets me pick a seat online hours (or days) before a showing.
And, unlike the old days, theaters now let me come strapped with a backpack full of water bottles, healthy snacks, and (I didn’t tell you this) drink enhancements.
Why the Theater Experience Still Does Things Home Viewing Can’t
My favorite movie experiences are in theaters. Return of the Jedi in a packed house opening weekend. Home Alone with hundreds of my rowdy fellow middle schoolers. There’s Something About Mary, where a guy literally rolled in the aisle laughing. The Exorcist, where I entered in pitch black, and when the movie rolled, I realized I was the only one in the theater. The first time my girls saw My Neighbor Totoro on the big screen, which stands out because I can remember the awe on their faces.
Why do theaters work in ways that home viewing can’t?
A theater removes distractions. You can’t multitask. You don’t talk. You are cut off from everything in the world except this moment and the people you’re sharing it with. Good luck doing that on your couch.
And does your TV fill a cavern-sized wall? Does it have a dozen Dolby Atmos-calibrated speakers rattling your 3D glasses when the Bad Guys botch a heist in explosive glory? Definitely not.
There’s also something powerful about watching with other people. Laughter is contagious. So are screams. Silences stretch.
Speaking of stretching, more theaters have leaned into better seating. My Cinemark theater has rows of powered recliners. I can barely see the family two seats over, and I can’t see anyone in the rows behind me.
Theaters are now more comfortable with technology you don’t have at home. Many are cleaner and have tougher talking and phone rules. Home viewing is great. But the theater is what your kids will remember. And some of the movies that stuck with you as a kid are now coming back to the big screen.
The Return of Classics Signals What Audiences Want
One of the clearest signs that moviegoing still matters is the surge of classic films returning to theaters.
Studios are re-releasing anniversaries. Exhibitors are programming older favorites. Audiences are showing up. Sometimes in large numbers. Jaws returned to theaters for its 50th anniversary and made nearly $13 million in the U.S. And if you don’t want to see Jaws on the big screen, what are you even doing on this site?
People are buying tickets to movies they have already seen, and in some cases, already own. That tells us something important.
These films are returning to theaters because people want to experience them properly. On a big screen. With good sound. In a room full of other film fans.
And if you’re that attached to a movie you saw as a child, maybe your kids will have that same experience if you take them to the theater. Those memories don’t form by accident. They form when the experience feels bigger than screen time at home.
A side note: This trend will change as studio catalogs shift owners. The potential Warner Bros. sale, for example, would put one of the deepest libraries in film history into new hands. Whoever controls that vault controls what gets revived, restored, and reintroduced to theaters.
Why Independent Theaters Might Be the Best Place to Start
Some independent theaters, like the Hollywood Theater in Portland, Oregon, own many of the movies they show. These smaller houses of cinema are fantastic places to get a big-screen experience if you’re leery of big-box theaters.
Why?
Their audiences are there for the movie. They’ll laugh at the right moments. They’ll cheer for obscure but beloved characters. They may shout out lines. It’s fun.
And they don’t show any movie. The programming is curated. The staff wants to give you the best theater experience they can.
Many independent theaters also participate in collectives or regional networks that share classic films, restored prints, and repertory programming. Some run retrospectives. Others host themed series or family matinees.
These spaces feel local because they are. They build community. They reward curiosity. They make moviegoing feel personal.
Go See One Movie and Decide for Yourself
Don’t ditch streaming. It’s a fantastic way to curate your own programming at home. But if you’ve been uninspired by theater experiences in recent years, give it another go.
Pick a movie — either a new film or a classic rerelease. Choose a theater that takes the experience seriously. Purchase your tickets early. Distribute snacks while the ads play. When the trailers start, put your phone away. Let cinema do its thing.
You might find that the theater you remember isn’t the one that exists today. The people around you showed up for a reason. They want the cinematic experience that dazzled them as kids — and hopefully does the same for yours.
