Younger audience members are driving a rise in independent cinema attendance, a new US study shows.
Non-chain cinemas, also referred to as art house cinemas, were the subject of a notable rise in Art House Convergence‘s first National Audience Survey (reported by Variety). Independent cinemas saw a 9 per cent increase in business in 2025, with 68 per cent of attendees being younger than 45. Additional data from media research company Rentrak added that independent cinema grosses have grown by 38 per cent since 2019.
“Art house cinemas are vital gathering spaces, and an essential component of today’s independent film ecosystem,” Lela Meadow-Conner, Interim Executive Director of Art House Convergence, said in a statement. “Our latest survey proves that audiences continue to rally around their local independent theatres, and despite current challenges, like shortened theatrical windows, media consolidation and arts funding pressure, moviegoer support for art houses continues to grow. In fact, several of our member theatres across the country have reported their strongest box office months and best annual performances since 2019.”
Art House Convergence’s survey was conducted in April and May, talking to 27,000 moviegoers about their cinemagoing habits, as well as their preferences and past experiences at art house cinemas.
The love for art house cinemas was reflected by the wave of support for London’s Prince Charles Cinema, which last year amassed over 160,000 signatures in a petition to save it from being closed by their current landlords.
Younger moviegoers are also fuelling cinema’s resurgence in the UK, with a report from Cinema United showing that Gen Z film attendance had gone up by 25 per cent last year. The increase this year is thought to be down to films such as A Minecraft Movie, Demon Slayer: Infinity Castle, and Five Nights At Freddy’s 2.
Cinemas were one of many industries affected by the COVID-19 pandemic and lockdowns, with the additional pressures of the cost of living crisis and Hollywood strikes making for a slow recovery. However, the industry is on the rise, with 2025 being the best year for the UK box office since the pandemic.