Why go to a movie theater to see “The Ministry of Ungentlemanly Warfare” when you can stay home and play “Call of Duty”?
That seems to be the view of many members of Generation Z, who like the extra level of control they get from video games over their entertainment experience.
“It’s like my own adventure,” said Sebastian Bernal, 20. “I’ve always loved doing my own thing, like, ‘What would I do here? What would I choose there?’”
Gen Z consumers rank video games as their No. 1 pastime, with only 10 percent identifying watching movies or TV as their favorite form of entertainment, according to a survey conducted by Deloitte. That’s a big change from previous generations, who still rank movies and TV as their No. 1 pick.
So what factors have led to this shift, and is there anything Hollywood could do to bring Gen Z back?
If you were born between the late 1990s and the early 2010s, your upbringing is wholly unique. Your developmental years were likely defined by the exponential growth of technology and media. The internet gave you any conceivable piece of content you wanted within a short period of time.
You witnessed the fall of cable and the rise and ongoing war of streaming services. Content has been given to you in bite sized portions via Vine, Instagram Reels, YouTube Shorts, and TikTok. Of course, all this defines your perspectives, habits, and cognitive function.
Movies fulfill a need to escape, but the cost may be too high
What do movies even do for us? Two professors–who are not members of Gen Z–see them as serving a grander psychological purpose.
“The role of movies is that it’s an escape,” said sociology professor Ricky Cobb. “It’s fantasy. It’s storytelling. For an hour and a half or two hours, I can leave my boring day-to-day life and I can get wrapped up in something interesting and exciting or fantastic that I don’t experience.”
Film professor Mike Shannon had a similar take: “There’s an escapism aspect of it. Physically going to see a movie–to physically remove yourself from your current locale to go to the ambiance of the movie theater and escape the reality of what the norm is.”
Why wouldn’t Gen Z want that kind of escape? Beyond the fact that many satisfy that human need through video games, part of the reason may be a decline in the theater experience.
Cobb notes that going to the movies is “not as sacred of a thing as it used to be.” With the advent of luxurious TVs and streaming services, the big screen of a movie theater was devalued.
Shannon says that above all, money is the greatest factor in Gen Z’s relationship with the movie theater.
“We’re talking about a generation where maybe they’re not financially set as of yet,” he said. “They can’t justify $18 or $20 after a ticket and food. They’re not going to spend that kind of money when they can’t even afford to buy books for school. Especially in this inflationary time that we live in.”
By watching media alone, Gen Z may miss social benefits
Another factor, Shannon says, may be that quarantining during COVID-19 made intaking media alone commonplace. Unfortunately, that means Gen Z may be missing out on the social experience of sitting in a darkened theater with dozens or even hundreds of other moviegoers, all laughing, crying or gasping together.
It’s not easy these days to even establish a shared frame of reference. Cobb brings up the idea of “monoculture,” a fading occurrence once commonplace thanks to televisions only having three channels.
“We had a handful of options, so we all kind of consumed the same things, and we all had the same cultural reference points because of that,” he said. “Whereas nowadays there’s so much stuff and so many different platforms, so many different options that are out there.
“I don’t want to say it’s too many options, but I think that it’s much more niche now. There’s more things for everyone, and I think that there’s fewer moments where we all kind of come together.”
For Bernal, movie-watching is not totally out of the picture. Although movies aren’t often a go-to when he’s solo, they are still a form of social connection for him.
He says that general procrastination and lethargy affect his desire to throw on a movie, with a tiring work schedule doing him no favors.
“Sometimes it is a chore to get through,” he said. “But I think when you’re with people it’s easier to watch things and sit there and process it. It’s something about being in the environment with other people that keeps your focus on this because when you’re watching it with other people it’s an activity.”
He says that chances of losing interest and scrolling on your phone are higher when alone.
A low level of attention is something that may resonate with many growing up in the digital age, with the average attention span reportedly dropping from 2.5 minutes to 45 seconds within the past 20 years.
“There’s an escapism aspect of it. Physically going to see a movie–to physically remove yourself from your current locale to go to the ambiance of the movie theater and escape the reality of what the norm is.”
Mike Shannon, Film Professor
How can Hollywood entice Gen Z back into theaters?
So what would hold the interest and attention of Gen Z and get movies higher on their list of favorite pastimes?
Shannon cites narrative as maybe the most important aspect of a film. Closely following in importance, however, might be cinematography and visual styling.
Production companies like A24 maintain success, even with Gen Z audiences, he said, “maybe because they’re breaking the mold. They’re not following the usual Hollywood steps.
“I think the visual style of A24 is way better. I don’t know exactly what it is, it’s just a different look or feel to these films. They obviously have a niche and it’s working, and I hope they don’t stop, obviously. They have their finger on the pulse right now.”
A24 and other indie companies like NEON, IFC Films, and SHUDDER are giving Gen Z exactly what they want.
“As far as the actual substance of the movie, I really do enjoy a cinematic type of movie,” Bernal said. “I appreciate good camera work and how they use camera work to enhance the story itself.”
A24 and even Blumhouse have been blatantly successful for several years now. While the former definitely totes a more stylish and artisanal approach to visual storytelling, both have an abundance of original content. According to an article by YR Media, this is exactly what Gen Z is craving.
Citing a survey conducted by Tubi, they explain that 74 percent of millennials and Gen Z consumers prefer watching original content over franchises and remakes, and 71 percent of young viewers prefer content produced independently and by small-time creators, “valuing a direct connection to the creators by supporting their work.”
Maybe the younger generation wants something less like “Ghostbusters: Frozen Empire” and something more like “Saltburn.” Maybe making a third “Antman,” where most of the movie is filmed in front of a green screen, is less appealing than making something like “The Batman,” where practical effects, atmosphere, and cinematography are held to the same high standard as the narrative is.
Gen Z consumers seem to have a craving for originality. They aspire to find novelty. When you’re raised with the entirety of pop culture and media at your fingertips, it’s more difficult and yet more rewarding to see something you’ve never experienced before.
Velocity 
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