Fewer people are going to the movies despite box office boom

The U.S. box office posted its biggest opening weekend on record, powered by Spider-Man: Brand New Day and The Odyssey. But the rebound is increasingly driven by higher ticket prices, premium-format screenings and a smaller number of big releases rather than a broad return of moviegoers. Through the first 30 weeks of 2026, theaters sold an estimated 470.9 million tickets, versus 747.3 million in the same period of 2019, according to S&P Global Market Intelligence. While attendance is up 8.1% year-to-date versus 2025, it is down 27% versus 2019. Domestic revenue reached $6.2 billion through Aug. 2, up 15% year-on-year.