The Delta variant is holding back some consumers from venturing out to enjoy certain entertainment activities. Last week, polling firm Morning Consult published the results of their latest weekly survey of U.S. consumers, measuring their level of comfort in moviegoing, attending concerts, and visiting a museum or amusement park.
After peaking in early July at 55%, only 46% of adults now say that they feel comfortable going to the movies. Younger adults express more interest and comfort with moviegoing, led by Gen Zers (58%) and Millennials (53%). Gen X and Baby Boomers are the least comfortable.
Recently, NYC and LA both adopted policies that require consumers to show proof of vaccination in order to be admitted to most indoor public spaces including restaurants, bars and movie theatres. This measure will either boost confidence in the safety of theatre-going (by vaccinated customers) or it will limit attendance because it excludes the unvaccinated public from participating. Because the NYC and LA markets together add up to 10-15% of the total U.S. box office, this experiment in “vaccine passports” will have a significant impact on movie ticket sales and may even influence studios on decisions they make about their fall release calendar.