Audiences Want More Independent Cinemas, According to Art House Convergence Study

More moviegoers want to enjoy independent cinemas, contrary to reports.

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Among the closure of local theaters like Hugh Grant recently lamented , the National Audience Survey, conducted by Art House Convergence, found that independent exhibitors are still in high demand. More than 32,000 people, ranging in age from 15 to 98 years old, from all 50 states and the District of Columbia, confirmed that there is a need for indie theaters.

Forty-six cinemas across the country participated in the survey, which illustrated that audiences go to art house cinemas for more films outside the mainstream (84 percent), interesting programming and events (73 percent), “more films I like” (66 percent), and more of a sense of community (60 percent.)

“While we’re constantly met with clickbait analysis about the perilous state of theatrical exhibition from Hollywood’s perspective, it was remarkable to hear from the audiences of independent cinemas across the U.S. for the results of our 2024 National Audience Survey,” Kate Markham, Art House Convergence’s Managing Director, said. “What we learned of course is what we already knew to be true: art house moviegoing audiences are still attending their local cinemas, new and younger patrons are discovering these independent exhibitors, and the creativity and variety of programming is what keeps them coming back.”

Markham continued, “These are the defining characteristics of an art house cinema and this is why, as a sector of the exhibition industry, we’re excited to share that our audiences and member cinemas are deeply committed to the theatrical experience.”

Additionally, Art House Convergence reported that more people were going to art house cinemas since 2019, up four percent from 16 percent that year.

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And audiences are learning more from indie theaters: 92 percent of respondents said that their art house cinema presents films that are profound, 83 percent agree that their art house exposes them to new ways of thinking, 82 percent believe that attending their art house cinema makes them a more well-rounded person, 75 percent say that it raises their consciousness of important issues, and 67 percent say that attending their art house connects them with people with shared interests and beliefs.

Cinemas have continued to be a staple in communities as well, with 90 percent of people saying that art house theaters are one of the best things about their town. Theatergoers for art house theaters have skewed older with an average age of 50, but younger audiences have also been attending more; the average age of new attendees is 38.

To celebrate the study, Art House Convergence is revamping its Art House Theater Day with the first festival since 2019 on July 25, with 100 participating cinemas. Programming includes the 40th anniversary 4K restoration of “The Terminator” and a Q&A with James Cameron and Gale Anne Hurd; Janus Film’s 4K restoration of “West Indies: The Fugitive Slaves of Liberty,” and the new documentary “Frank Capra: Mr. America.”

Participating cinemas included: a/perture cinema, AFI Silver Theatre and Cultural Center, Amherst Cinema Arts Center, Austin Film Society / AFS Cinema, Belcourt Theatre, Brattle Film Foundation, The Byrd Theatre Foundation, Chelsea Theater, Cinema Arts Centre, Cinema Detroit, Cinestudio, Colonial Theatre, Coolidge Corner Theatre, Coral Gables Art Cinema, Darkside Cinema, Enzian Theater, Facets, Film at Lincoln Center, FilmScene, The Frida Cinema, Gateway Film Center, Gene Siskel Film Center, Gold Town Theater, The Grand Cinema, Greenbelt Cinema, IFC Center, Images Cinema, The Iowa Theater, Jacob Burns Film Center, The Little Theatre, The Loft Cinema, Maine Film Center, Majestic Theatre, Music Box Theatre, O Cinema, Onyx Theatre, The Nightlight, Park City Film, Pickford Film Center, Robinson Film Center, The Roxy Theater, Salt Lake Film Society, SIFF Cinema, Tryon Theatre, Varsity Cinema / Des Moines Film, Vassar Theatre.