The younger generations are not only going to cinemas more often, they are approaching the experience differently. For Gen Z, the cinema can be a social destination, a chance to get together with friends and experience something collectively rather than simply another place to consume a film. It also offers something increasingly rare in their digital lives: two uninterrupted hours away from their phones and the endless scroll. As author and speaker Gary Vaynerchuk wrote, “In 2006, smartphones and social platforms didn’t exist as they do today and didn’t have any of the market share. Now, the pendulum has swung the other way and phones have gotten so much market share that we’re starting to unplug.”
