Summer movies are a beloved ritual, conjuring memories of fresh popcorn in hand and unlimited soda spilling over the edges of reclined seats. For decades, the blockbuster has been a dependable seasonal escape from the heat. Yet this year, the spectacle felt lackluster in originality and turnout.
The term “blockbuster,” named after massive bombs used during World War II, became a staple of mid-20th-century American cinema. Packed with action and written for commercial appeal, the movies are defined by big budgets and reliable returns, especially during the summer months when audiences enjoy school breaks by relaxing in cool theatres with friends.
But this year was different. The 2025 summer box-office grossed $3.67 billion across Canada and the United States, falling shy of $3.68 billion in 2024. With a few exceptions, major releases left many seats noticeably empty. For example, Pixar’s animated “Elio” earned only $21 million of its reported $250 million budget — the worst debut in the studio’s history.
Why was there such an abysmal turnout? Cost inflation and audience fatigue took center stage. This summer was dominated by sequels and reboots, with studios banking on nostalgia to recover from the post-pandemic box-office slump. Too many releases walked a line between comforting familiarity and soulless corporate cash-grabbing, and audiences responded with less enthusiasm.
The rising dominance of streaming services deepened blockbuster burnout. During the pandemic, viewers turned to at-home subscription platforms for reliable and accessible entertainment. Just a single Netflix monthly subscription offers thousands of titles on demand, often at a cheaper total cost than a single movie ticket.
When cinema doors reopened, the shift became clear. Smaller theatres closed permanently, unable to survive low ticket sales. Beyond the empty seats, what was once a collective cultural experience — shared laughs in lines and between seats — turned into comment sections and the quiet comfort of living rooms. Blockbusters feel more impersonal and misaligned with audience preferences for highly personalized curation.
But cinema is far from obsolete, and the summer’s hits were revealing. Ryan Coogler’s “Sinners” was a massive success, grossing over $279 million domestically from a $90 million budget. “Sinners” became 2025’s most financially successful R-rated movie, winning over audiences with its unique storyline and richly immersive world-building. It triumphed thanks to Coogler’s careful craftsmanship and artistry, reflecting popular desires for originality.
Moviegoing isn’t dying. Attendance shot up by 1 million audience members from 2024. Yet this summer underscores the need for theatres to adapt to audience needs. Their survival will depend on whether they can convince audiences to leave their homes and justify spending the extra dollars.
There’s a unique magic found in complete immersion within a story, converging sounds and emotions in an experience shared with others. Streaming services cannot fully replicate this personal touch, at least not without an expensive home theatre system.
To many, the major barrier comes down to cost. Average ticket prices have risen by over 60% in the last 20 years. Adding popcorn, drinks and tax, the total cost of going to the theatre easily stacks up for the average moviegoer. Families and younger audiences feel this impact, unwilling to commit to the luxury of a movie without the guarantee of a worthwhile experience.
One promising prospect is loyalty programs like AMC Stubs, which offer free upgrades, concessions and guaranteed screenings. Some theatres have started reintroducing family discount days and targeted discounts to reduce financial strain.
For cinema to sustain into the future, theatres need to prioritize the communities they serve. More than an escape from the real world, the theatre should be a complete social experience, from quality technology to unique screenings and interactive audience events. Even though the cultural appetite for blockbusters is diminishing, creative solutions that meet audience demands can reinvigorate the summer movie night.
