The results are available for the second annual National Cinema Day.

On Sunday, more than 3,000 movie theaters across the US and Canada offered their visitors the opportunity to see any film, in any format, in theaters for just $4. That’s a huge discount considering the average movie ticket price is at least $10.53, while the cost can be significantly higher in major cities like New York, Los Angeles, San Francisco, and Chicago. And if you choose to watch a premium large format movie, including Imax, expect to pay $25 or more in some cities.

The August 27 action resulted in 8.5 million moviegoers going to the cinema. That’s a 5 percent increase from the 8.1 million people who attended last year’s National Cinema Day, which fell on the Saturday of Labor Day weekend. One big difference: tickets cost $3 last year.

According to Comscore, moviegoers ages 18-24 and 25-34 each accounted for 22 percent of the National Cinema Day audience, and the second largest age group was 13-17 at 16 percent. Females were slightly more in attendance than males, making up 52 percent of the audience.

Total revenue for this year’s National Cinema Day was $34 million, up nearly 42 percent from 2022’s $24 million, thanks in large part to the increase in ticket prices to $4. Looking at other competitions, Sunday’s revenue increased by 16 percent compared to the previous Sunday (20 August). An unknown factor is how much the Sunday discount impacted Friday and Saturday attendance.

National Cinema Day is an idea of ​​the Cinema Foundation, a non-profit organization affiliated with the National Association of Theater Owners. Jackie Brenneman, recently ousted as President of the Cinema Foundation and General Counsel of NATO, led the effort.

In terms of overall trends, films that appeal to younger adults or families who may be more conscious about their spending saw the largest increase in sales from Saturday to Sunday, led by Teenage Mutant Ninja Turtles: Mutant Mayhem And Blue Beetle at 37 percent and 32 percent, respectively. The raunchy R-rated dog comedy stray also recorded a strong increase of 25 percent.

Barbie led National Cinema Day in net earnings with $5.7 million, followed by Blue Beetle ($5.5 million), Gran Turismo ($4.7 million), Mutant Chaos ($3.3 million) and Oppenheimer ($2.7 million). Barbie rose 6 percent from Saturday to Sunday Gran Turismo was up 12 percent on the day. Oppenheimerwhich is a stronghold for Imax screens, fell 21 percent on the day.

Consumers could choose from a number of other offers timed to coincide with National Cinema Day, including The Super Mario Bros Movie And The little mermaid to sing along toalong with re-releases of classics like Jurassic Park (3D), American graffiti, Lady Bird And old boy.

“The positive response to National Cinema Day is just another reminder of how much people love going to the movies,” said Michael O’Leary, NATO’s newly installed President and CEO. “These numbers tell us that the future of exhibitions is strong and that consumer enthusiasm for the theatrical experience continues unabated.”

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