A new report from Efim Research, commissioned by Telefilm Canada and MTAC, reveals the evolving landscape of moviegoing in Canada. The study, conducted in April 2025, provides a snapshot of 2024 attendance and identifies key trends shaping the future of cinemas.
The central finding is a market in transition. While 62% of Canadians aged 13+ saw a movie in a theatre in 2024, per-capita ticket consumption has plummeted by 46% since 2014, to just 1.6 tickets per person. This decline, however, masks a critical concentration of demand. A small cohort of “heavy moviegoers”—just 12% of the population—accounted for nearly half (49%) of all ticket sales, a larger share than in previous years.
The report identifies a generational divide. Moviegoers under 35 are the industry’s bastion, with 85% of those under 35 attending a film in 2024. Conversely, attendance among those 35+ saw the sharpest declines. This younger audience is also the most optimistic, indicating the strongest intention to see more movies in theatres in 2025.
What drives people to the cinema? Genre is paramount. Action films remain the top draw, with 55% of their fans prioritizing a theatrical viewing. Horror has surged in importance as a must-see big-screen event, now ranking alongside sci-fi and superhero films, which have seen their perceived theatrical worthiness decline.
Beyond the film itself, the theatrical experience is a significant economic driver. For every dollar spent on a ticket, Canadians spent an additional $1.98 on adjacent activities like dining, snacks, and transportation, contributing a substantial economic ripple effect. Moviegoers increasingly value premium amenities, with luxury seating, large-format screens, and in-theatre dining growing in importance since 2019.
A significant challenge for the industry is the changing perception of quality. Fewer moviegoers now believe that theatrical releases are inherently better than streaming-exclusive content. However, the report suggests a potential strategy: longer exclusive theatrical windows may help recapture lighter moviegoers who are more willing to wait for a home release.
In summary, the Canadian moviegoing audience is becoming more concentrated yet more demanding. The path to growth lies in captivating the dedicated heavy moviegoer with a robust slate of event films while enticing a broader audience with superior, premium experiences that can’t be replicated at home.
Based on the report, here are strategic recommendations for a film distributor in Canada regarding marketing and screenings.
Data-Driven Strategies for Canadian Film Distributors
The 2024 moviegoer report reveals a market defined by a concentrated audience, generational divides, and a demand for premium experiences. Here are actionable strategies for a distributor:
1. Hyper-Target the “Heavy Moviegoer”
This 12% segment drives nearly half of all revenue. Your marketing must prioritize them.
- Targeted Digital Advertising: Use programmatic buying to target users on platforms where they over-index, specifically Reddit, Snapchat, and podcast apps. Avoid broad Facebook campaigns.
- Leverage Loyalty Programs: Partner with cinema chains (Cineplex, Landmark) to market directly to their loyalty program members. This group is highly receptive and values these programs.
- Genre-Focused Campaigns: For action, horror, and superhero films, your entire campaign should scream “big-screen event.” Highlight spectacle, VFX, and immersive sound to appeal to their preferences.
2. Re-engage the “Light” and “Moderate” Moviegoer
This larger group needs a different, more persuasive approach.
- Emphasize “Theatricality” and FOMO: Since perceptions of streaming quality have eroded the default cinema advantage, marketing must create urgency. Use quotes like “See it first to avoid spoilers,” “Experience it only in theatres,” and “A must-see on the big screen.”
- Lengthen Theatrical Windows as a Marketing Tool: The data shows light moviegoers are responsive to longer exclusivity. Promote a film’s exclusive theatrical window (e.g., “Only in cinemas for 8 weeks”) to convince them to leave home rather than wait.
- Sell the Entire Experience: Market beyond the movie. Use messaging that highlights the premium amenities available: “Dinner and a movie,” “See it in IMAX,” “Enjoy a cocktail in recliner seating.” Partner with nearby restaurants for promo codes.
3. Tailor Strategies by Demographic
- Youth (13-34): They are your core. Utilize TikTok and Instagram Reels heavily with behind-the-scenes content, influencer partnerships, and interactive campaigns. For teens, consider targeted school or university promotions.
- 35+ Audience: Win them back by addressing their drop-off. Stress quality and word-of-mouth. leverage positive reviews, awards buzz, and director/actor reputations in your advertising (e.g., “From the acclaimed director of…”).
4. Optimize Screening Strategies
- Premium Formats are Non-Negotiable: Prioritize booking films on large-format screens (IMAX, AVX, D-Box). This is a key decision-making factor and justifies a higher ticket price.
- Program Theatrical Events: Move beyond standard screenings. Host opening night fan events with exclusive merchandise, themed nights (e.g., costume contests for horror films), or dinner-and-a-movie packages to elevate the occasion from a simple viewing to a social event.
In summary: Move away from a one-size-fits-all approach. Dedicate most of your budget to targeted digital ads for heavy moviegoers, while using broader campaigns to persuade lighter audiences with messaging focused on exclusivity, event status, and the premium cinema experience.
