Foot Traffic Data From Placer.ai Shows Attendance Up 8.1% From 2025 But Still 27% Below 2019 Levels

The U.S. box office is on track for its best post-pandemic year, with revenue up 15% to $6.2 billion through August 2, despite a significant drop in moviegoer numbers. Through the first 30 weeks of 2026, theaters sold an estimated 470.9 million tickets, down from 747.3 million in the same period of 2019, according to S&P Global Market Intelligence. Foot traffic data from Placer.ai shows attendance up 8.1% from 2025 but still 27% below 2019 levels.

The growth is driven by higher ticket prices, premium formats, and a few blockbusters like Spider-Man: Brand New Day and The Odyssey, which helped deliver the biggest opening weekend in history. Non-franchise hits such as Obsession and Project Hail Mary also contributed to a more varied slate. Wade Holden of S&P noted that revenue growth has been mostly driven by increases in average ticket price and concession prices.

The average adult ticket price was $13.46 through July 30, while premium formats like IMAX averaged $18.22, per EntTelligence. AMC Entertainment posted its highest single-weekend revenue in its 106-year history, with over 10.2 million visitors. Universal, Walt Disney, Sony, Warner Bros, and Paramount—accounted for 68% of domestic receipts.

California and 11 other states sued to block Paramount Skydance's $110 billion acquisition of Warner Bros Discovery, a deal that would have given the combined company nearly 11% of the domestic box office. Universal's market share rose to 24% thanks to hits like The Odyssey and The Super Mario Galaxy Movie. Revenue growth for exhibitors for a long while now has been mostly driven by increases in average ticket price along with increases in concession prices.