How Movie Trends Represent College Students

By Emalee Powell

COVID-19 uniquely affected each generation socially and mentally. For today’s college students, the pandemic involved negative shifts in mental health, motivation, isolation, academics and missed opportunities. Generation Z, who range in age from 14 to 29, was more likely than any other generation to report loneliness during this time.

As social distancing policies came into effect, people spent more time in the home. Movie theatres reflected this trend.

Monia Sandler, an assistant professor of film studies at the University of Arkansas, emphasized that the film industry was one of the most affected by the global shutdown.

In 2020, ticket sales fell 80% from 2019, the second-most profitable box office year. From 2019 to February 2023, approximately 3,000 movie theaters closed. In stark contrast, Netflix gained 192.9 million subscribers by the end of 2020, a surge from the 25 million it added in 2019. 

“It should be noted that trends were already moving in this direction, but with theaters closed, any competition ceased for a period,” Sandler said.

However, Sandler notes that movie theaters are back on the rise.

“The past several years, we have started to see more normalcy return to the box office,” Sandler said.

As of 2026, the majority of college students report rising life satisfaction and lower rates of loneliness. Significantly, studies reveal that students now prefer in-person or hybrid opportunities over online. Gen Z are more likely to attend live events, such as concerts, sporting events and movies.

In an anonymous Yik Yak survey at the U of A, 41% of students said that they would rather watch a movie in the theater. Only 29% said that they preferred streaming movies at home.

Alex Wilson, a communication instructor at U of A, shared his perspective on the upward trend.

“With so many streaming and subscription services crowding the market, I think students are placing a higher value on experiential activities after the pandemic,” Wilson said.

By generation, Gen Z is now the most prominent audience at movie theatres. Eighty-seven percent of Gen Z have seen at least one movie in theatres in the past year.  

In contrast to other generations, Gen Z views going to the movies as a social activity. They look forward to leaving home, and their increased attendance has prompted theaters to tailor movie selections to their preferences.

Wilson suggested that the unorthodox marketing campaigns could be a factor in drawing students back to the theater. 

“The rollout for ‘Buddy’ utilized more teasers and no trailers in order to create more buzz on social media while concealing the central plotline,” Wilson said. “Wider releases like ‘The Odyssey’ leaned into the uniqueness of large-format screens.”

Sandler also offered her expertise on the matter, suggesting that the internet has actually contributed to the development of this Gen Z audience. Internet trends or memes could act as additional marketing campaigns.

“Fan-made Barbenheimer posters pushed a lot of moviegoers not to make a choice which film to go see but rather deciding to make it a double screening,” Sandler said.

The pre-COVID movie theatre universe is dying, and a new kind of movie advertising and watching is being born.

“Previous strongholds, like Marvel franchise films, have not been as solid of performers,” Sandler said. “Some recent old guard films totally flopped at the box office. ‘Digger,’ with Tom Cruise, absolutely tanked, and this past weekend, The Social Reckoning, the sequel to the highly successful The Social Network from 2010.”

What has succeeded in the box office?

Horror movies. Ninety percent of Gen Z watch horror movies or TV shows, a statistic much higher than that of older generations. 

Why?

Sandler offered several explanations for the horror revolution: it reflects the fear that Gen Z experienced during the pandemic, it allows the cheap production of experimental movies and the rise of younger film directors. 

“This has been seen this year with films like ‘Obsession’ and ‘Backrooms’, and last year films like ‘Weapons’ and, to a certain extent, ‘Sinners,’” Sandler said. “‘Obsession’ and ‘Backrooms’ were also made by younger filmmakers, which I think is important in all this as well.”

A new age of cinema is rising, one that creates movies from and for Gen Z. This audience wants fresh perspectives that foster community culture.

“Really, I think it’s about making movies an event and showcasing new voices and perspectives on screen — that’s what the biggest successes post-Covid have shown,” Sandler said.