A new report from Snapchat and Omnicom Media, based on research conducted with Ipsos, finds that social media is becoming the primary driver of movie discovery and theater attendance, particularly among younger audiences.
Surveying nearly 1,900 U.S. social media users and moviegoers ages 13–44, the study found that 73% are more likely to see a movie after hearing about it from an online creator, while both paid and organic social posts drive about 70% of viewers to watch a film’s trailer.
Viral social moments around films such as Wuthering Heights and Wicked illustrate how creator content and fan participation can translate into real-world box office impact. The report also shows that 76% of Gen Z are motivated to go to theaters by online trends, reinforcing the idea that social media — through creators, viral moments, and fan-driven content — has become the modern gateway to movie discovery and cultural buzz.
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Snapchat and Omnicom Media Research Explores Growing Role of Social Media as a Preferred Movie Discovery Engine
Creators, AI, and Immersive Formats Now Shape the Path to Viewership from Awareness to Box Office
New York, NY (March 2, 2026) – The path to the movie theater no longer starts with a trailer. It starts with a clip, a creator reaction, a group chat, or a cultural moment unfolding on social media. That’s one of the key findings presented in new research from Snapchat and Omnicom Media that reveals how social platforms now shape the moviegoing journey across awareness, consideration, engagement, and conversion.
To explore this shift, Snapchat partnered with Omnicom Media and commissioned Ipsos to survey 1,188 U.S. moviegoers aged 13–44 who use social media daily. Snapchat was uniquely motivated to explore this topic because its audience significantly over-indexes on movie attendance.
“For studios and entertainment marketers, Snapchat represents one of the most powerful theatrical audiences in the world,” said Laurel Duquette, Head of Media and Entertainment at Snap Inc. “Our research found that 44 percent of daily Snapchatters have been to a movie theater in the past six months — 1.3 times higher than non-Snapchatters — and they’re 1.5 times more likely to have increased their moviegoing over the past year. This isn’t passive fandom. On Snapchat, movies become social currency — sparked in Snaps, fueled in group chats, and amplified by creators.”
Social Media Fuels Discovery and Decisions
The research confirms that social media is now the gateway to movie discovery. Seventy-one percent of moviegoers say they are more likely to watch a film after seeing it advertised on social platforms.
But it’s not just paid media driving influence. Organic posts from friends, family, creators, and fellow fans play a critical role in shaping intent. Seventy percent of moviegoers say others prompt them to watch a trailer. Among Gen Z, that figure rises to 76%, driven by online trends, conversations, and peer recommendations.
Importantly, the impact of social doesn’t end when the credits roll. More than half of moviegoers discuss films with friends and family afterward, while many search for reviews, explore cast members’ work, or look for similar content — extending a film’s cultural and commercial lifecycle well beyond its premiere. In fact, 45% of respondents agreed they often watch movies just so they don’t miss out on conversations about them.
Seventy-one percent of moviegoers say they are more likely to watch a film after seeing it advertised on social media. Organic influence is equally powerful: 70% say others prompt them to watch a trailer, and among Gen Z, 76% are driven by online trends and recommendations.
Creators: From Influencers to Box Office Power Players
Creators have evolved into essential curators of entertainment culture, helping audiences evaluate whether a film is worth their time, money, and social commitment. And in some instances, they can create net new audiences for a film.
Among moviegoers who find creators influential:
- 73% say they are more likely to watch a movie if they see a creator talk about it.
- 66% say creators convince them to watch a movie they would not typically watch.
- 57% say creators help them become aware of new movies.
- 53% say creator reviews affect their consideration to watch a particular film.
- 47% say creators convince them to go to the theater.
Nearly three in four moviegoers say they trust creators for movie recommendations, regardless of formal expertise — reinforcing the importance of authentic, relatable voices in modern film marketing strategies.
AI and Immersive Tools Accelerate Conversion
The study also highlights the growing role of AI and immersive formats in shortening the path from curiosity to commitment. Nearly half of respondents already turn to AI chatbots or platforms for movie inspiration, and more than one in four use AI chatbots on social media to discover new titles. Daily Snapchatters are 3.3x more likely than non-users to turn to AI chatbots or platforms for recommendations.
Immersive experiences further enhance engagement. AR Lenses on Snapchat enable users to interact with movie worlds in dynamic, shareable ways — fueling early buzz and building anticipation that translates into theater visits.
From Insights to Action: Takeaways for Movie Marketers
The findings point to a fundamental shift in how theatrical campaigns must be designed.
“Social is where movie decisions now take shape,” said Pamela Marsh, Managing Director of Primary Research at Omnicom Media. “Discovery no longer happens in isolation or in a single moment. It unfolds across conversations, creator content, immersive experiences, and increasingly AI-assisted recommendations. For studio marketing teams, the key takeaway is clear: campaigns must be built for participation, not just promotion — integrating creators, community and technology to guide audiences from awareness through to box office.”
As movie discovery becomes increasingly social and interactive, studios that design campaigns for conversation — not just reach — will be best positioned to turn cultural momentum into ticket sales.
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