28-03-2025
Movie Theater Revenue Hurt By Simple Accessibility Failings, New Report Shows
With audiences well down on pre-pandemic levels, the mivie theater sector could bre doing a lot more ... More to bring customers with disabilities through the doors
Despite a pledge last September from a North American movie theatre collective, which includes the likes of AMC, Regal Cinemas and Cineplex, to invest more than $2.2 billion on infrastructure upgrades, the industry is undoubtedly ailing. Battered and assailed by various crosswinds over the past few years, such as viewers pivoting to myriad streaming platforms supercharged by Covid, a cost-of-living crisis and the Hollywood strikes, it should come as little surprise that a leading industry analyst maintains a pessimistic outlook.
In his latest analysis of the theatrical sector, which is often framed as a 'memo to Hollywood,' veteran TD Cowen analyst Doug Creutz recently warned of a 'negative feedback loop' that's showing little sign of abating. Basing his assessment on a 4% revenue drop from 2023 down to $8.57 billion and a 6% reduction in nationwide releases when compared to pre-pandemic times, Creutz wrote in his report, 'We have said for several years now that the outlook for a sustained recovery looks questionable, and that we don't think the existing global theatrical footprint can be supported solely by a handful of blockbusters.'
Though certainly not claiming to be able to wipe away all the complex structural issues, one organization steadfastly believes that undertaking a few very simple steps when it comes to basic accessibility might go a long way to revitalizing the industry by allowing customers with disabilities to visit movie theaters more often. The Inevitable Foundation is a non-profit that invests in disabled writers and filmmakers with a focus on making the gilded environs of Hollywood more equitable and representative.
Earlier this week the foundation released a report entitled 'The Adaptive Cinema Opportunity" in which the key takeaway is that 82% of those surveyed said that they would attend movie theaters more often if their accessibility needs were met. The detailed survey involved 107 participants who self-identified as disabled across a range of conditions, including those that were physical, sensory and cognitive or arising from neurodiversity. Somewhat surprisingly, 65% of disabled moviegoers stated that they would rather see a movie in a theater than at home. This is twice as high as the general population. Furthermore, 45% of disabled respondents reported having a movie theater pass in the past two years compared to just 13% of the general population. It should also be noted that patrons with disabilities are more likely to bring care assistants, partners or relatives with them to the movies, thereby further increasing revenues for venues. Despite this a mere 4% of respondents felt that they've always had their ideal accessibility needs met over the last 2 years.
Some aspects of these results are surprising. For example, it could be assumed that disabled film fans might naturally lean more towards viewing at home due to enhanced accessibility and comfort. One explanation for preferring the theater experience could be that human beings naturally like to share emotional, high-octane communal experiences. Oftentimes, people with disabilities face barriers to many such activities, but cinema can be equitably enjoyed – provided, of course, that the accessibility is on the mark.
Overall, it's naïve to think that the only thing preventing disabled patrons from visiting movie theaters is a lack of basic accessibility. In reality, the report makes it clear that many of the factors turning off non-disabled movie lovers are likely to apply in equal measure to disabled customers. These can include cost, time constraints and a perceived lack of good movie options.
That aside, some of the recommendations in the report would appear to be quick, easy wins for theatres from an investment perspective. Some of these include making websites and online ticket purchasing options fully accessible while also ensuring that digital products include clear and easy-to-find accessibility information for the venues themselves. In terms of the physical spaces, site managers should consider taking an end-to-end approach encompassing the entire experience. This might start from providing more disabled parking places outside to having seats and places to rest in the lobby. Once inside the auditorium, seating options need to be evaluated carefully, from providing a choice of wheelchair spaces to the style of seats themselves – with recliner options likely to be popular with disabled patrons. Whilst the provision of captions and sensory-friendly experiences might address specific needs, many of the fairly inexpensive options detailed come down to basic universal design and can be helpful to everyone.
As the report concludes, 'Going forward, the findings of this report make a compelling case for increased accessibility in movie theaters—not just as a matter of inclusivity, but as a significant business opportunity….By reimagining accessibility as an investment rather than a cost, theater owners and distributors can foster loyalty, build trust and capture an underserved market segment that holds $21 billion in discretionary income.'
With figures like this on the table and given the current parlous state of the industry, surely the most pertinent question is whether movie theaters can afford not to be thinking about how best to welcome in their customers with different needs.
