Snapchat has published new research revealing the app’s growing influence on moviegoing behavior and film discovery, offering fresh insights for entertainment marketers looking to reach younger audiences.
The report, compiled by Omnicom Media and Ipsos, surveyed over 1,188 U.S. moviegoers aged 13 to 44 who use social media daily. The findings make a compelling case for Snapchat as a key channel in any film marketing strategy.
Daily Snapchat users are 1.3x more likely to have visited a movie theater in the past six months compared to non-users. They are also 1.5x more likely to have increased their moviegoing over the past year and 1.7x more likely to plan even more visits in the coming months.
Social Media and Creators Lead Discovery
Social media ads now rank as the top way audiences discover new films, while friends and family remain highly influential — an area where Snapchat’s personal communication focus gives it a natural edge. Notably, 57% of respondents said creators helped them discover new movies, underscoring the continued rise of influencer-led promotion in the entertainment space.
AI and AR Are Reshaping Film Promotion
The research also highlights emerging technologies reshaping how studios connect with audiences. Some 56% of respondents expressed interest in AI-powered movie recommendations, with nearly half already using AI chatbots for film suggestions. Meanwhile, Snapchat’s augmented reality lenses were shown to build excitement around new releases, adding an interactive layer to traditional promotional campaigns.
For entertainment marketers, the data points to a clear opportunity: sustaining social buzz beyond opening weekend, leveraging creators, and embracing both AI and AR tools could significantly amplify a film’s reach on Snapchat.