Fortunately,not all movies are best enjoyed at home.Consumers see more value in paying for sometickets over others.Eight in 10(78%)US adults agree that some movie genres are best experienced ina theater.More than half(58%)of US adults think that action-adventure movies are better to watch on the bigscreen.Viewers are less insistent about seeing other types of film in theater:thriller(39%),sciencefiction (37%),horror(34%),fantasy(29%),comedy(27%),drama (25%),animation (18%),mystery (17%),romance(16%),musical (15%),documentary (15%),and western (12%)."Which of the following movie genres are best to watch in thetheater rather than at home?"58%39%27%Action-ThrillerComedyAdventureBase:Agrees certain movie genes are best in theaters.Total (n=814)QS6Q3:In your opinion,which of the following types(genres)of movie ae better toTheaters do not have to solely rely on movie studios,and the types of movies they choose to produce,to sell more tickets.Moviegoers continue to be lured in by the unique theater experience,an experience that cannot bereplicated at home.US adults said that they would choose to watch a movie in the theater to enjoythe movie theater experience (38%),the movie quality (e.g.,picture,sound)(37%),specialized viewingexperience (e.g.,IMAX,3D,35mm film)(32%),theater ambiance(28%),exclusive movies (e.g.,newreleases,theater-only releases)(25%),comfortable environment (e.g.,seating,temperature)(24%),and(of course)the concessions(20%).While many love visiting the theater,the price tag can cause consumers to balk.Three-quarters(74%)of US adults agree that watching a movie in the theater is too expensive for them to do frequently.From 2019 to 2022,the average price of a movie ticket increased 20%to $11.Fortunately,offering adiscount may encourage customers to swipe their credit cards.A quarter of US adults said that theymight choose to watch a movie in theater if there were available discounts (e.g.,matinee pricing,giftcard).The height of cinemas'popularity may be behind us,but that does not mean that movie theatersare passe.They still remain a beloved pastime for many Americans.Theaters may just need toexpend more effort into attracting the crowds,whether that be with a strategic discount offer,or byimproving the theater's ambiance.Small updates may go a long way in luring viewers out of their livingrooms and in front of the big screen.