The Role of Social in Movie Discovery

The path to the movie theater no longer starts with a trailer. It starts with a clip, a creator reaction, a group chat, or a moment that sparks curiosity and conversation — and it’s all happening on social.

To understand how this shift is reshaping moviegoing, Snap partnered with Omnicom Media and commissioned Ipsos to survey 1,188 U.S. moviegoers aged 13–44 who use social media daily. The findings reveal a movie landscape that is increasingly social-first, creator-influenced, and driven by shared excitement that turns releases into cultural moments.

The Big Screen Is Back for Snapchatters

44% of Daily Snapchatters have visited a movie theater in the past six months, which is 1.3x higher than non-Snapchatters and this trend is only increasing in the near future. Daily Snapchatters, for example, are 1.5x more likely to have increased their moviegoing over the past year and 1.7x more likely to expect even more visits next year. 

For these audiences, going to the movies is not just about the film itself. It is about the experience, the anticipation, and the shared cultural moment that surrounds it.

Opening weekend still carries powerful cultural weight. 30% of daily Snapchatters  prefer to see a film as soon as it premieres, which is nearly 2x higher than non-Snapchatters.

At the same time, moviegoing is not limited to a single moment. Another 33% prefer to see films in theaters when they have time, underscoring the importance of sustained social buzz that keeps titles relevant well beyond release weekend.

Social Media is the New Movie Discovery Engine

Social media has become recognised as a gateway to movie discovery. 71% of moviegoers are more likely to watch a film after seeing it advertised on social platforms, rising to 83% among daily Snapchatters.

And it is not just ads that drive influence. Posts from friends, family, creators, and fellow fans help films feel timely, relevant, and worth prioritizing.

In fact, 70% of all moviegoers are driven to watch a trailer because of others. And Gen Z is even more responsive, with 76% saying they watch trailers because of online trends, discussions or recommendations from family and friends.

Crucially, this social-driven fandom doesn’t end with the credits. More than half of moviegoers discuss movies with friends or family afterward, and many look up cast members, search for reviews, or seek out similar films, extending the life of a title well beyond its premiere.

Creators are the New Box Office Power Players

Creators have evolved from optional voices to essential curators of entertainment culture. They help audiences interpret whether a film is worth the time, money, and social commitment of a theater visit.

Among moviegoers who find creators influential:

• 57% say creators help them become aware of new movies

• 53% say creator reviews affect their consideration to watch a particular movie

• 47% say creators convince them to go to the theater

Additionally, almost three in four moviegoers trust creators for movie recommendations, regardless of their expertise.

It’s not just the mega-stars of the creator world who matter. Moviegoers follow a wide range of micro and mega creators:

For advertisers, leveraging a mix of reach and relatability proves most effective — with mega creators boosting visibility and smaller creators offering authenticity and niche relevance.

AI and AR are New Movie Curators

AI is increasingly shaping how moviegoers move from curiosity to commitment. From personalized recommendations to faster discovery, AI is shortening the path between hearing about a film and deciding to see it.

Nearly half already turn to AI chatbots or platforms for movie inspiration, and over 1 in 4 use AI chatbots on social media to discover new titles. Daily Snapchatters show even stronger engagement as they are 3.3x more likely to turn to any AI chatbots/platforms for recommendations compared to non-users.

AR Lenses on Snapchat is a standout driver of movie excitement, helping Snapchatters to experience a movie in new ways, fueling early buzz and shareable anticipation.

Snapchat is Where Movie Fandom Comes to Life

The findings point to Snapchat as a natural environment for movie fandom to take shape. Its real-time, friend-centric design makes it a place where anticipation builds, reactions are shared, and excitement turns into action. 73% of daily Snapchatters have been influenced to go to the movie theater after seeing the movie advertised/featured on Snapchat.

Key Takeaways for Movie Marketers

1. Moviegoing is back, and momentum is socially driven - The return to theaters is being fueled by people who are deeply connected to social and creator culture. For studios, this means building anticipation early and sustaining conversation well beyond opening weekend, not relying on a single release moment.

2. Social is where movie decisions take shape - Movie discovery no longer happens in isolation. Social platforms influence what people watch, when they watch, and whether a title feels worth prioritizing. Campaigns should be designed to show up where conversation is already happening, not just where ads traditionally run.

3. Creators help audiences decide what’s worth their time - Creators play a central role in shaping interest, expectations, and trust. The most effective strategies pair broad reach with relatability, using a mix of creator voices to spark curiosity and help audiences validate their choice to see a movie in theatres.

4. AI and immersive formats reduce friction and build confidence - People have more choices around what to watch than ever before, and moviegoers are turning to AI and immersive tools to narrow choices and feel more confident in their decisions. Formats that help audiences explore, preview, and imagine the experience can turn interest into action faster.

5.Snapchat is where anticipation turns into action - With its real-time, friend-first design, Snapchat provides a natural environment for movie fandom to grow. It’s where excitement builds, reactions are shared, and social influence translates into theater visits.