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New Insights: Snapchatters Plan to Return to Movie Theaters
Close your eyes for a moment. If you try hard enough, can you almost smell the faint scent of buttery popcorn? Can you feel the excited hush fall over the crowd as the theater lights dim? We can! We’ve really missed the days of Sunday matinées and waiting in line for the latest premiere. But we’ve got great news for movie-going Snapchatters… 

Lights, camera, action! Vaccines are continuing to roll out, movie theaters are slowly reopening around the country, and there’s nothing Snapchatters are more excited about than going back to theaters. In fact, it’s the #1 thing they’re looking forward to post-pandemic.1
Snapchatters are significantly more likely to say going to the movies is the #1 activity they’re most excited about doing post-pandemic compared to non-Snapchatters.1
Return to Theaters rank -fixed
Although COVID-19 drastically accelerated the shift to digital entertainment, Snapchatters have remained avid, engaged fans of going to the movies. Before the pandemic, 74% of Snapchatters in the US were active moviegoers.2
And now that theaters are reopening, Snapchatters say they’ll watch movies in theaters as much or more often than before the pandemic when things return to “normal.”3
81% of Snapchatters will watch movies in theaters as much or more often than before the pandemic
This is a high-value moviegoing audience: According to NRG, Snapchatters are 1.7x more likely to see a movie on premiere weekend compared to non-Snapchatters4, making them a prime audience — and prime targets! — for driving opening-weekend box-office sales and celebrating their favorite new movies with friends. 

For studio advertisers, Snapchat represents a unique opportunity to reach this high-value audience of moviegoers with cinematic content across Snapchat.
Snapchatters are social with your movie content across the app
Many Snapchatters are paying attention to what’s coming out of Hollywood. 96% of Snapchatters heard about a film they watched in theaters from an advertisement5   — often weeks before they ended up watching it!6
Return to theaters - corrected weeks before
Now, we’re making it easier than ever for Snapchatters to invite friends to the movies and buy tickets together directly in Snapchat via our Atom Tickets mini, which launched last year.
“We see immense value in the Snapchat audience as more and more people are safely returning to movie theaters. Snapchat has been a key partner throughout the pandemic, especially as we shifted gears for Trolls World Tour in the spring. We look forward to leveraging their ads platform as things return to normal and we head into the summer movie season."
— Alex Sanger, Executive Vice President, Digital Marketing Strategy, Universal Pictures
1 Source: Q4 2020 NRG Future of Film. Q. Activities Rank: Assuming you can do all the following activities once the pandemic has subsided, please rank them from #1 to #8 in the order of what you are most excited about doing. (% who chose as #1) n=1176 Snapchat Users, n=3232 non-Snapchat users
2 Source: Snap Inc. survey of US Snapchat users, December 2020 Q. Which of the following best describes your pre-coronavirus movie theatergoing frequency? [3 or more times per month/1-2 times a month/Less than once a month] n = 691
3 Source: Snap Inc. survey of US Snapchat users, December 2020 Q.When things return to ‘normal’, do you expect to go to the theater more or less often than before the coronavirus pandemic? (Much more/Slightly more/About the same) n=472 Snapchat Users
4 Source: Q4 2020 NRG Future of Film. Q. Prior to the Coronavirus/COVID-19 situation, about how often did you see movies during the first weekend that they were released in theaters? [Very often/Often] n = 1176 Snapchat Users, n = 3232 non-Snapchat Users
5 Source: Q4 2020 NRG Future of Film. Q. Thinking about [movie watched], which other ways did you become aware of it? [NET Movie Trailer, Social Media with Ads] n=396 Snapchat Users
6 Source: Q4 2020 NRG Future of Film. Q. Thinking about seeing [movie watched], when did you first learn about this movie? n=405 Snapchat Users