Independent cinema operators say they are seeing a resurgence in enthusiasm for the big screen after COVID-19 halted trade, with research indicating a comeback.
Movie theatres across the country struggled to survive at the height of the pandemic as social distancing measures limited sales and lengthy lockdowns plunged the businesses further into the red.
Bob Brainwood, from Roxy Cinema at Nowra on the New South Wales South Coast, put the recent uptick in sales at the box office down to a renewed appreciation for outings.
"I think people are just enjoying going out," Mr Brainwood said.
Mr Brainwood said the release of blockbusters like Top Gun: Maverick, Elvis and Jurassic World Dominion had also helped to coax customers back.
"Top Gun has proved to be one of the greatest movies that has come out," he said.
"We're seeing these titles that come out once every fortnight and they're still holding out."
Empire strikes back
In the Southern Highlands, Gerard Aitkin from the Empire Cinema said he had also noticed a shift in the demographic returning to the movies, and the unusual times sessions were booking out.
"What we're surprised about is the age group — there are a lot of young people in there as well," he said.
Mr Aitkin said the state government's discovery vouchers – due to expire on Thursday – had given his business a leg-up.
"I would actually say that this week is bigger than pre-pandemic levels," he said.
"[The vouchers] have been integral in getting us back on our feet, so it's good to see people using them."
Streaming not a threat
Both operators said the recent enthusiasm for the big screen experience could be an indication that the novelty of streaming services was wearing off.
"Everything has its day," Mr Brainwood said.
"Streaming might be good in some things but it's coming under control now."
Mr Aitkin agreed, saying "people coming in to see these films are obviously wanting to have that theatrical experience".
'Bumper year'
Research conducted by Roy Morgan confirmed cinema attendance across the country had soared in recent months.
In the March quarter ticket sales increased by 77 per cent on the December 2021 quarter, with 3.9 million people visiting the cinema in an average four weeks.
"These impressive figures suggest 2022 will be a bumper year for the cinema industry as audiences are expected to continue growing in the months ahead," the market researcher found.
"The average cinemagoer in the March quarter 2022 attended the cinema over 1.4 times, a rate comparable to immediately prior to the pandemic two years ago."
