Cinema chain executives at Cinemark and Marcus Theatres say the box office is entering a stronger phase, helped by younger audiences, a broader range of successful films and longer exclusive cinema releases. They argue that this mix can make theatrical exhibition more resilient by reducing reliance on a small number of major franchise releases and encouraging audiences to return rather than wait for home viewing.

Marcus said its June-quarter performance benefited from both established sequels and original films such as Obsession and Backrooms, while Cinemark reported rising attendance among people aged 25 and under. The companies said studios are increasingly honouring 45-day exclusive theatrical windows, which they expect will help retrain audiences to see films in cinemas; both chains also highlighted creator-led releases, including Iron Lung, as evidence that social-media fan bases can support cinema attendance.