Going to the movies is perhaps the most popular and widespread form of participation in the arts. Hundreds of millions of people attend showings of hundreds of films, presented in tens of thousands of movie theatres around the country. While digital video over the internet continues to grow in popularity, and in its impact on how feature films are delivered, cinema showings continue to attract the largest audiences of the activities tracked in this Index.

This indicator estimates the percentage of adults – those 18 and over – who saw a movie in a theatre in the prior three months. It uses data from 2009, 2010, and 2011 from Scarborough Research. The indicator is limited to the 525 counties where Scarborough gathered data from a minimum of 180 respondents over the three years.


Additional Information: Average county indicator value = 48.79%. Median county indicator value = 48.97%.


Fast Facts from the Arts Index

The nonprofit arts grow – despite a recession!

The number of nonprofit arts organizations has grown annually, reaching 113,000 in 2010. In the past decade, nonprofit arts organizations grew 49% (76,000 to 113,000), a greater rate than all nonprofit organizations, which grew 32% (1.2 million to 1.6 million).