By Berj Kazanjian, MTV

Costumed Hunger Games fans at midnight premiere

Photo via Associated Press/Wire Images

With the Millennial generation, we’re seeing a dramatic shift in the consumption of movie entertainment to a more self-expressive, communal experience. It’s no longer unusual for friends to plan themed outfits for a midnight showing of the Hunger Games or reenact scenes on YouTube the following day. MTV Insights took a deep dive into the Millennial movie-going experience to understand where movies fit into the Millennial lifestyle. 

We found that, for a generation that defines itself by content consumed, “liked”, or shared, movies offer Millennials a common language through which they can express their identities and their own experiences. The overarching theme was the communal and completely absorbed experience: 

•A place where they can UNPLUG TO RECONNECT : Movies have become one of the final frontiers in which Millennials can disconnect and be focused, but still be entertained.  Movies offer the opportunity to be totally absorbed in one thing while also feeling a connection to fellow moviegoers. 79% of Millennials agree that, “going to the movies is a great way to escape from my busy life” and 64% attend movies as a chance to “break away” from regular life.

•45% of Millennials agree that midnight screenings are “THE NEW ROCK CONCERT”: 47% of Millennials have gone to a midnight screening. Midnight screenings offer the Millennial movie-goer a firsthand connection to a communal environment – an experience of a common thread among strangers both online but more importantly, offline.

Photo courtesy of Business Insider

• RISE OF FANDOMS is another example of the creation of a community around a movie.  We are seeing huge increases in movie clubs on Meetup and Facebook (over 1 million people on Meetup alone).  These clubs have further enhanced the movie going experience by assisting in the creation of fan communities who share a common interest in movie type, genre, and series.  These groups thrive off of the experience of opening weekend and midnight screenings.  58% of Millennials don’t mind being seen as a fanatic for their favorite star or movie.

Photo via The Examiner

The flip side of being included is being excluded. It’s time to talk about SPOILERS and MOVIE FOMO. Social media and other factors in the online world can be extremely helpful for Millennials who are trying to decide which movies to see in the theater.  But the internet is also a source of anxiety – filled with potential spoilers.

Almost 7 out of 10 moviegoers planning to post to social media after seeing a really good or really bad movie.  While this is good for generating buzz, it further enhances the Millennial’s fear of missing out and anxiety about an accidentally encountered spoiler. It also increases the desire to be the first to see a movie and the first post among friends. 53% of Millennials feel that, “it is important to see a movie if everyone is talking about it” and 64% agree that it’s “important to be able to say I saw it first (premiere showing moviegoers)”. It’s just as important for Millennials to not feel left out of a shared experience as it is for them to be a part of the shared experience.

Stay tuned for Part 2 of “Millennials & Movie Going” …