Film Marketing: Bringing the Audience to Theaters | Strategies & Tips

The question isn’t just *if* people will return to movie theaters, but *how* the experience needs to evolve to entice them back. Recent data suggests a significant shift in viewing habits, with streaming services becoming the preferred method for many. But as the industry grapples with attendance figures, a more nuanced picture emerges – one where the communal experience, carefully curated events, and even the re-release of beloved films can still draw crowds. This dynamic is particularly relevant here in Austin, Texas, a city known for its vibrant arts scene and dedicated film community, but similarly a market saturated with entertainment options.

The Shifting Landscape of Moviegoing

A survey conducted in October revealed a notable decrease in frequent moviegoers. The percentage of individuals who regularly attend films in theaters dropped from 39 percent in 2019 to 17 percent in 2025. Simultaneously, a poll from last year indicated that 75 percent of Americans now opt to stream movies at home rather than venture to the cinema. These numbers paint a clear picture: convenience and cost-effectiveness are major drivers in the shift towards at-home entertainment. However, the story isn’t entirely bleak. Certain demographics, particularly Gen Z, are proving to be exceptions to the trend.

The success of films like Ryan Coogler’s “Sinners” (2025) – shown at AMC Theaters in January for its fourth run less than a year after its initial release – demonstrates the power of a compelling cinematic experience. This suggests that simply releasing a film isn’t enough. theaters need to offer something more. In-theater events, anniversary screenings, and robust social media marketing campaigns are proving to be effective strategies for attracting audiences. This is especially true in a city like Austin, where the South by Southwest (SXSW) Film Festival consistently showcases innovative approaches to film exhibition and audience engagement. The Alamo Drafthouse Cinema, a local Austin institution, has long been a pioneer in combining dining and film, creating a unique and immersive experience that differentiates it from traditional theaters.

The Psychology of Filmgoing and the Ritual Aspect

Nathan Roberts, a filmmaker and professor at Harvard Extension School, highlights the growing “ritual aspect” of going to the cinema. As moviegoing becomes less of a mainstream activity, it gains appeal for those who take it seriously. This creates a sense of identity and belonging, a “doubling down” on the experience. This concept resonates strongly in Austin, a city that prides itself on its independent spirit and appreciation for niche cultural experiences. The city’s numerous independent theaters, such as the Violet Crown Cinema and the Regal Gateway, cater to this desire for a more curated and communal viewing experience.

The rise of streaming services has undoubtedly impacted attendance, with some estimates suggesting a 20 percent drop in theater attendance between 2015 and 2019 directly correlated to the increasing popularity of platforms like Netflix and Amazon Prime Video. For audiences under 30, this impact is even more pronounced, with streaming reducing attendance by as much as 25 percent. However, the data also reveals a resilience in the industry. In 2023, U.S. Attendance recovered to 820 million tickets, a 24 percent increase from 2022, though still 61% of 2019 levels. This indicates that even as the landscape has changed, the desire for the big-screen experience hasn’t disappeared entirely.

Navigating the Future: A Producer’s Path in Austin

For film producers, understanding these trends is crucial. Simply hoping for a return to pre-pandemic attendance levels is unrealistic. Instead, a strategic approach that focuses on creating events, fostering community, and leveraging social media is essential. In Austin, So tapping into the city’s existing film infrastructure and collaborating with local organizations. The Austin Film Commission, for example, offers resources and support for filmmakers, while organizations like Austin Film Society provide networking opportunities and advocacy for the local film community. The challenge lies in creating a compelling enough offering to overcome the convenience and cost advantages of streaming.

The Local Resource Guide: Professionals to Navigate the Changing Landscape

Given my background in media strategy and audience development, if these trends are impacting your film projects here in Austin, here are three types of local professionals you should consider consulting:

1. Experiential Marketing Specialists

These professionals excel at creating immersive events and experiences that move beyond the traditional film screening. Look for specialists with a proven track record of engaging Gen Z audiences and a strong understanding of social media marketing. They should be able to help you design events that generate buzz and create a sense of community around your film. Prioritize those with experience in the music and tech sectors, as Austin’s creative ecosystem often blends these industries.

2. Digital Distribution Consultants

While theatrical release remains vital, a robust digital distribution strategy is now essential. These consultants can help you navigate the complexities of streaming platforms, video-on-demand services, and social media distribution. Look for consultants with experience in data analytics and audience targeting. They should be able to help you identify the best platforms for your film and optimize your marketing efforts to reach the right audience. Experience with independent film distribution is a plus.

3. Film Finance and Grant Writers

Securing funding for independent films is always a challenge, but it’s even more critical in the current climate. These professionals can help you identify potential funding sources, including grants, tax incentives, and private investors. Look for grant writers with a strong track record of success and a deep understanding of the film industry. Familiarity with the Texas Film Commission’s incentive programs is essential.

Ready to find trusted professionals? Browse our complete directory of top-rated film and media experts in the Austin area today.