The latest research from GWI called “Gen Alpha unfiltered” reveals something that should have every cinema executive sitting up and taking notice: Generation Alpha, i.e. those born after 2010 and aged 8-15, are actively choosing real-world experiences over digital ones. And yes, that specifically includes cinema trips. Based on 20,000 surveys of children aged 8–15, the report gives an unfiltered view into how this group thinks, scrolls, plays and crucially how they choose.
This isn't just good news for the cinema industry; it's a fundamental shift that requires cinema operators to rethink how to approach this emerging audience. After years of hearing about "digital natives" who supposedly prefer screens to seats, the data tells a different story entirely. If something good came out of the pandemic for cinemas, it may be that it’s made those most shaped by it crave the collective big screen experience.
Here's the headline from the report that matters most: "IRL is trending" among Gen Alpha. After growing up during pandemic lockdowns, these young people are consciously choosing offline moments. Cinema visits are specifically mentioned as increasing amongst 12-15 year olds, alongside family activities and seeing friends at weekends. In fact, “Prefer to watch movies in the cinema” was the category that saw the biggest positive change amongst 8-15 year-olds between 2021 and 2025 – no less than a massive 44% upswing.
This represents a massive opportunity, but only if cinemas (and distributors) understand what's driving this behaviour. Gen Alpha are not rejecting technology so much as curating their digital diet. They are consuming more content than ever (passive behaviours like watching and browsing are up significantly), but they're sharing and posting less. They want the cinema experience precisely because it offers something their devices cannot: genuine social connection in a shared space. Note that seeing friends on weekends is the second biggest growth category, because where better place to see them than at the cinema.
The Mini Co-Pilots Are Here
Perhaps the most commercially significant finding is that 60% of 8-11 year olds have a say (or even the final say) in family purchasing decisions. This includes entertainment choices, such as cinema. These aren't children being dragged along to films; they're active decision-makers influencing what the family watches.
This demographic shift requires a fundamental change in how films are marketed by both distributors and cinema operators. The traditional model of targeting parents whilst hoping to appeal to children is increasingly becoming obsolete. Gen Alpha expect to be treated as consumers in their own right, not merely an afterthoughts in family decision-making process.
Gen Alpha are visual-first communicators who favour TikTok precisely because it speaks their language. However, they're remarkably cautious about public expression, with only 40% feel able to post what they really think on social platforms. This suggests they value curated, high-quality visual experiences but prefer consuming them in safer, more controlled environments.
Cinema offers exactly this: premium visual storytelling in a space where they can react authentically without the pressure of public performance. The cinema screen becomes a sanctuary from the performative aspects of social media. The fact that you cannot (or at least should not) take a selfie while watching a film in a cinema, removes the pressure. There’s always the lobby for that, which is why a visually appealing standee becomes even more important for the Instagramability.
Premium Expectations, Social Focus
The research reveals that Gen Alpha with decision-making power are more likely to expect premium treatment and describe themselves as confident and open-minded. They're gravitating towards collaborative gaming experiences (Roblox usage nearly doubled since 2021) and physical activities with friends.
For cinemas, this suggests several strategic opportunities:
- Programming Strategy: Gen Alpha favour shared experiences with building/creating elements. Consider pre-show activities, interactive lobby experiences, or post-film discussion spaces. They're not passive consumers, instead they want to engage. And, yes, sometimes that will mean the occasional #ChickenJockey moments.
- Premium Positioning: Young people understand quality and expect age-appropriate treatment. Child-focused doesn't mean cheap or simplistic. They appreciate premium formats and sophisticated storytelling. Note that for the recent Jurassic World: Rebirth, 40% of attendance was matinees suggesting a strong family audience appeal.
- Social Integration: Unlike previous generations who might attend cinema as individuals, Gen Alpha treat entertainment as inherently social. Group bookings, birthday party packages, and social viewing experiences should be central to programming strategies. Cinemas should focus on resolving problems such as how to book tickets for group outings where everyone pays individually.
The Cinema Advantage
This is where it gets interesting for cinema operators: whilst Gen Alpha are digitally fluent, they're actively seeking balance. The GWI research shows a 16% rise in physical toy purchases and increased board game playing. They're not rejecting technology as much as supplementing it with tangible experiences.
Cinema occupies a unique position in this ecosystem. It combines the visual sophistication young people expect with the social authenticity they crave, delivered in a premium environment that respects their decision-making autonomy. Based on the findings of this report, there are several things that cinemas, working together with distributors, can do to better tap into the growth potential of Generation Alpha.
For Programming:
- Develop content strategies that acknowledge Gen Alpha's decision-making influence (think Anime);
- Create viewing experiences that feel social and participatory, both before, during and after the film itself;
- Invest in premium presentation formats—they understand and value quality.
For Marketing:
- Speak directly to young audiences, not just their parents;
- Use visual-first marketing that works across TikTok, YouTube and Instagram;
- Emphasise the social, shared nature of cinema experiences.
For Operations:
- Train staff to treat young customers as valued decision-makers and not just people that spill popcorn at the sight of chickens;
- Develop age-appropriate premium offerings (not just children's pricing) as a diversification strategy;
- Create spaces that encourage social interaction whilst respecting their need for authentic expression – think lobby displays.
Children Really Are Our Future
Generation Alpha represent the first post-pandemic audience cohort actively choosing in-real-life experiences over purely digital ones. They're visual, social, and surprisingly discerning consumers who value quality and authenticity. The GWI report merely confirms what many are already sensing.
The cinema industry is uniquely positioned to serve this audience, but only if we collectively adapt our approach. The old model of family entertainment is giving way to a new paradigm where young people are effectively partners in the entertainment decision-making process. If cinema has long been a female-driven industry, it is time to think about how it can also now be a youth-driven industry.
The GWI research suggests that Gen Alpha don't want to be users of entertainment; they want to be participants in shared cultural experiences. Cinema, at its best, offers exactly that. Cinema has always been good at creating cultural touchstone moments, ever since the first red carpet was rolled out. Reinventing is in cinema's DNA, so this latest shift should not come neither as a surprise nor an impossible ask.
The question thus isn't whether Generation Alpha will come to cinemas because the data suggests they already are. The question is whether cinemas are ready to meet them as the sophisticated, socially-conscious consumers they've already become. For those that worried that the events of the last few years might have turned an entire generation off the cinema experience, they should now ask if in fact it did not lay the foundation for a deep-rooted affinity for the collective big screen experience.
Generation Alpha: Cinema's Next Audience Revolution