While the idea of spontaneously seeing a film may seem whimsical, it’s not happening too often, according to a recent online study by Accenture that was commissioned by Facebook.
Accenture surveyed 1,074 active U.S. moviegoers—defined as someone who has seen at least one movie in a theater over the past six months—aged 18 and up in July, and it found that just 9 percent didn’t decide on the last film they saw until actually arriving at the theater, and just 37 percent waited until the day they attended the film to make their selection.
