As many are aware, Alamo Drafthouse’s Lubbock location permanently shut down at the beginning of this year.
It is just one of many theaters that have been closed by franchises no longer able to justify keeping them open. Alamo Drafthouse locations in Houston and El Paso were also closed, along with locations of other large theater franchises such as AMC and LOOK Dine-In Cinemas in Los Angeles.
However, there is evidence that theater attendance, whose decline due to competition from streaming was further perpetuated by the pandemic, might finally be making a recovery.
According to Cinema United, the number of habitual moviegoers has grown by 8% in the last year. Habitual moviegoers are considered to attend at least six movie showings in theaters a year. It was also discovered that cinema loyalty programs in North America saw a 15% jump in subscriptions between 2024 and 2025.
Gen Z (individuals between the ages of 29 and 14) makes up most theater goers, seeing six or more movies in theaters a year. However, 77% of Americans between the ages of 12 and 74 are said to have seen at least one movie in a theater last year.
North American ticket sales for 2026 estimate 555 billion at an average ticket price of $11.31, compared to the 1.23 billion at an average ticket price of $9.16 in 2019, according to recent data.
These increases in attendance and evidence of a secured young audience are much hoped-for gains for the theater industry, though it probably won’t be enough to allow for a full industry recovery right away.
Regardless, new theaters are popping up. Flix Brewhouse has already taken over the theater in Lubbock which the Alamo Drafthouse vacated a few months ago. The theater features a similar menu to that of Alamo, as well as showings of new and anniversary releases.
The 35th Anniversary showing of the 1991 classic “Fried Green Tomatoes” took place on Mother’s Day, and showings of “Shrek”, “Legally Blonde”, and “Saving Private Ryan” will take place at the theater later in the month.
Levelland’s own Wallace Theater is evidence of the impact that local support can have on keeping businesses thriving. It’s important to remember that going to the theater is always a great option for a summer pastime, which can bring people closer to family and community, as well as support the theater industry.