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Independent theaters continue to be a vital asset to their communities, with a 9% increase in business in 2025, an encouraging sign for the sector, according to a recent survey. Results of the Art House Convergence’s
first National Audience Survey were released Monday at the IND/EX conference for independent film distribution.
In another hopeful trend for the independent theater business, 25% of those surveyed said they first began going to their preferred art house theaters within the last three years. These new art house moviegoers had an average age of 40, 11 years younger than the average age of all those surveyed, which is 51. Of those recent attendees, 68% were younger than 45.
“Art house cinemas are vital gathering spaces, and an essential component of today’s independent film ecosystem,” said Lela Meadow-Conner, Interim Executive Director of Art House Convergence. “Our latest survey proves that audiences continue to rally around their local independent theaters, 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 theaters across the country have reported their strongest box office months and best annual performances since 2019.”
The survey was released at the Art House Audience Trends session at IND/EX, presented by sponsor Filmbot, and conducted by market research consulting firm Avenue ISR with additional data from Rentrak.
Paul Dergarabedian, head of marketplace trends for Rentrak, confirmed that independent cinema grosses have grown 38% over 2019, an impressive statistic considering that the effects of Covid still linger over exhibition.
The survey, conducted in April and May, asked 27,000 moviegoers about their moviegoing behaviors and preferences and their experiences at their preferred art house theaters.
More than 70% of those surveyed said that their preferred art house theater destination is “very” or “extremely valuable” to their overall quality of life. Meanwhile 97% agreed their theater presents “unique and high-quality films,” while 88% agreed the theater is a “cultural hub of the community.”
Respondents also understood the important of supporting their local cinemas, with 43% saying they have joined their theater’s membership programs to provide support to the theater and for access to members-only screenings and events.
The moviegoers surveyed attend more than 10 movies a year at their preferred art house theaters, emphasizing that they value the theaters for showcasing films outside the mainstream, offering interesting programs and events, engendering a sense of community and featuring beautiful interiors.
Respondents also said they might attend even more often if their favorite theaters added more special events with guests and more restored and remastered repertory films.
Moviegoers are getting their information about films, in order of importance, from friends and family recommendations, emails from theaters, trailers or previews, movie reviews, theaters’ websites and social media, and from social media including Instagram, YouTube, Facebook, Reddit and Letterboxd.
Ryan Oestreich, general manager of Chicago’s Music Box Theatre, said, “The Music Box attendance returned to pre-pandemic levels in 2023 and has been growing by 10-15% every year since. Music Box has built a community through cinema, by doing what’s always worked, programming for multiple audiences with films they want to see on a consistent basis; plus we offer great customer service, presentation and a beautiful venue to watch movies in.”
Art House Convergence is a coalition of independent exhibitors that presents the IND/EX conference in partnership with Film Festival Alliance, taking place through Thursday in Chicago. On Tuesday, IND/EX is presenting “Sorry to Bother You” at the Music Box with filmmaker Boots Riley attending. “I Love Boosters” director Riley is the official ambassador for AHC’s annual Art House Theater Day, which takes place July 30 at more than 100 cinemas.
