Gen Z is bringing audiences back to cinemas, says PVR Inox

Mumbai: Young, particularly Gen Z, consumers are emerging as an increasingly important audience cohort for India's multiplex industry, as cinema chains seek to broaden footfalls beyond blockbuster releases. Younger audiences are returning to cinemas amid signs of digital fatigue, industry executives said. Also, regional films, Hollywood titles and sleeper hits are increasingly drawing audiences alongside marquee releases, helping sustain occupancies between tentpole films.

The trend comes as younger moviegoers assume a larger role in theatrical performance. According to Ormax Media's TOBAR 2026 report, consumers under 30 contribute 57% of Hindi box office collections and 70% of first-day revenues. "Gen Z is driving admissions. They are back at cinemas and showing fatigue with the online world," said PVR Inox executive director Sanjeev Bijli.

Bijli cited the performance of Curry Barker's psychological horror film Obsession and Backrooms, directed by Kane Parsons, as examples of films resonating with younger audiences.


"These are original films and storylines. They are not superhero franchises or established IPs being remade or rebooted," he said, adding that both films had been made by young filmmakers and had connected with audiences globally.

Obsession, produced on an estimated budget of $750,000 to $1 million, has grossed over $234 million worldwide, according to box office trackers. A24's Backrooms, produced on a budget of about $10 million, has collected more than $221 million globally. Backrooms releases in India on June 12, while Obsession released on May 29.

Gen Z theatrical footfalls are rising as younger consumers increasingly seek in-person social experiences, said Rohit Dalmia, director at CineNow, a ₹1,350 crore film-focused fund based in the British Virgin Islands. "For younger audiences, cinemas offer a shared social experience with friends and close circles," he said. Industry executives said premiumisation, expansion into smaller towns and cities, and lower dependence on event films through a steady pipeline of sleeper hits are likely to remain key trends shaping the theatrical business.

Ashish Saksena, COO - Cinemas, BookMyShow, said, "Gen Z is increasingly selective about how they spend their time and attention. As a result, theatrical viewing is often driven by films that create anticipation, generate cultural conversation and offer an experience that feels larger than life. Whether it is a highly anticipated franchise, a visually ambitious spectacle, a culturally resonant story or a film that becomes a social talking point, audiences are willing to step out when they perceive genuine value in the big-screen experience. Importantly, cinemas continue to serve as a powerful social destination.

"For a generation that values shared experiences and community-driven engagement, the collective excitement of watching a film with friends and fellow fans remains highly compelling. The strong response to several recent releases across languages and genres reinforces the idea that younger audiences have not moved away from theatres; rather, they are rewarding films that deliver scale, relevance, immersion and a sense of occasion."