A surprising new study from the National Research Group reveals that teenagers, often assumed to be glued to virtual reality and short-form content, are craving the darkened halls of movie theaters, the thrill of group outings, and the joy of cinema snacks. Generation Alpha — those born after 2010 — might just be the unexpected saviors of the big screen.
While the study focuses on American teens, its findings could resonate globally, including in markets like Russia. After all, the defining features of Alpha’s childhood — ubiquitous internet, TikTok, and screens — are universal. So, what does the research tell us? A striking 59% of Gen Alpha prefer watching movies in theaters, a higher percentage than any other generation.
Why Theaters?
First, it’s about contrast. Gen Alpha’s daily life is saturated with screens, bite-sized videos, and social media interactions. This makes the rare opportunity to step offline, unplug, and hang out with friends in real life especially appealing. For them, going to the movies isn’t just about watching a film—it’s about being together.
Second, the cinema has become a cultural event. Gen Alpha doesn’t go to theaters for superior sound or visuals alone. They go because it’s a moment everyone will be talking about. They want to avoid spoilers, be part of the opening weekend buzz, and feel the energy of a packed theater.
According to the study, 63% of Alpha kids aim to catch premieres during the first weekend, preferring a full house over an empty one. It’s about being part of something bigger than a solo streaming session.
Real-World Examples
Consider the “sing-along” screenings for Netflix’s *Demon Hunters*, a K-pop-inspired film. Despite many fans having already watched it online, these theatrical events grossed nearly $20 million globally, driven by Gen Alpha’s enthusiasm for shared experiences. Similarly, the *Minecraft* movie has kids screaming at familiar scenes, spotting Easter eggs, and reliving their gaming moments collectively—an experience they can’t replicate at home.
Busting Stereotypes
The study also challenges assumptions about Gen Alpha. Only 20% want phones integrated into the theater experience, despite adult-driven experiments with “interactive screenings” or “second screens.” These kids want to disconnect from their devices entirely.
Another myth debunked? The idea that their attention spans are too short for long-form content. Gen Alpha is perfectly happy watching films over two hours, with their ideal movie length clocking in at 2 hours and 7 minutes. In the right context, they embrace deep, focused experiences.
What Matters Most?
When asked what draws them to theaters, Gen Alpha’s top answer was “action sequences” — likely scenes exciting enough to share on TikTok. Humor ranks high, too, but even more critical is the sense of co-creation and belonging. They gravitate toward films tied to their world, like *Minecraft*, *Roblox*, or *Wicked* — properties that feel uniquely “theirs.” Unlike older generations, they don’t care as much about intricate plots or dazzling effects; they want to feel part of a shared cultural moment.
A Fresh Take on Franchises and Stars
Gen Alpha approaches intellectual properties (IP) with a playful, self-aware irony. They’re happy to poke fun at their own fandom while diving into the inside jokes that come with it. This extends to actors, too. Traditional star power matters less than personalities who spark memes, fuel discussions, and foster community. For Alpha, it’s not about the scale of a celebrity but their ability to connect and inspire online chatter.
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The Future of Theaters?
While it’s too early to predict if Gen Alpha’s enthusiasm will fully revive movie theaters, their appetite for communal, event-driven cinema is a promising sign. In a world dominated by streaming and fragmented attention, their desire for shared experiences could redefine the theatrical landscape. For now, theaters might just owe their future to the generation that’s grown up in the glow of screens but still craves the magic of the big screen.
