With its team of ardent cinephiles, Movio is committed to sustaining and growing the theatrical exhibition sector so that everyone can experience the magic of cinema for generations to come.

As the U.S. population becomes more diverse, so too do moviegoing audiences. We wanted to know what impact this will have on the future of cinema and what kind of experience the film industry must deliver if it’s to remain culturally relevant.

In our latest white paper, The Diversity Demand: Securing The Future of Moviegoing, we explore the correlations between on-screen representation of minority groups and theatrical attendance from the corresponding audience segments.

To understand how on-screen representation might drive attendance behavior—specifically from historically underrepresented audiences—we dive into Movio’s demographic and behavioral moviegoer data, comparing audiences across similar diverse and non-diverse led films.

And what did the data say? The results are clear: Representation matters.