Total Movie Theater Receipts Increased 6.4%

The U.S. Census Bureau released data from the 2012 Economic Census showing that receipts for the nation‰Ûªs motion picture and video industry (NAICS 5121) ‰ÛÒ covering the entire process from production to projection ? increased $1.2 billion (1.5%), from $79.8 billion in 2007 to $81 billion in 2012. These receipt totals include ticket and concession revenue.

The industry experienced an increase of 5.3% from 20,164 establishments in 2007 to 21,229 in 2012. However, annual payroll and employment both declined from $15.5 billion to $14.4 billion (or 7.1%) and from 308,740 to 280,962 (or 9%), respectively.

At the Movies

Indoor movie theaters (NAICS 512131) saw total receipts increase 6.4%, from $12.6 billion in 2007 to $13.4 billion in 2012. However, the number of indoor movie theaters declined 6.5%, from 4,879 to 4,561, and employment decreased 2.4%, from 132,656 to 129,533, during the same period. Annual payroll increased 4% to $1.4 billion.

While the number of drive-​in theaters (NAICS 512132) declined 15% between 2007 and 2012, total receipts dipped only 1.5%. In 2007, there were 254 drive-​ins, with receipts of $96 million; in 2012, the respective totals were 216 and $94.6 million. Meanwhile, the number of employees decreased 6.3%, from 1,546 to 1,449, and their payrolls fell 8.8%, from $17.1 million to $15.6 million, in the same period.

There were only 434 indoor movie theaters across the country ‰ÛÓ fewer than 10% ‰ÛÓ that had admission revenue from foreign films. Among such theaters, foreign films generated 16.8% of the admission revenue in 2012.

AudienceSCAN data backs up these receipt increases by showing you that 63% of consumers are going to the movies. Movie-​goers break down like this:

  • 10.2% saw a movie at a movie theater more than 12 times in the past 12 months
  • 14.6% went 7–12 times
  • 18.5% went 4–6 times
  • 19.3% went 2–3 times

They're paying attention to the ads too. 25% took action after seeing ads at the movie theater in the past month. This audience is 52% more likely than average audiences to have taken action in the past year after seeing a movie-​theater ad.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.