Cineplex CEO Ellis Jacob has a theory about younger moviegoers: they may finally be getting tired of staring at small screens. Fortunately for Canada’s largest exhibitor, there are some numbers behind the optimism.

Cineplex reported the highest second-quarter revenue in its history at CAD $383.7 million (USD $276.53), up 9.8% year-over-year, as attendance increased 9.3% to 12.7 million guests. Box office revenue reached CAD $176.2 million (USD $127 million), its strongest second quarter since 2019, while the company set all-time quarterly records for both box office and concession revenue per patron. Adjusted EBITDAaL increased 20.4% to CAD $40.8 million (USD $29.4 million).

Jacob believes younger audiences are helping drive that growth. “They’re tired of looking at the small screen,” he told The Hollywood Reporter, pointing to moviegoing as a social experience for Gen Z. It is an appealing theory for exhibitors, though getting younger consumers through the door once is different from turning them into regular customers.

That is where another set of Cineplex numbers gets interesting. CineClub, the company’s subscription program, just celebrated its fifth anniversary, with more than 250,000 members participating over that period. According to Cineplex, members visit its cinemas four times more frequently than non-members, suggesting that price, perks and habit can matter almost as much as whatever happens to be opening on Friday.

Of course, having movies people actually want to see helps. Cineplex credited a more consistent and diverse slate for its record quarter, while “The Odyssey” and “Spider-Man: Brand New Day” subsequently delivered the highest weekend box office and theater food service revenue in the company’s history.

Gen Z may indeed be tired of small screens. Cineplex’s results suggest that when the movies, experience and value proposition line up, they’re willing to trade up to a very large one.