Operating revenue in the motion picture theatres industry reached $1.6 billion in 2024, a 12.0% increase from 2022. As restrictions related to the COVID-19 pandemic affected the industry for part of 2022, the growth in 2024 was attributable in large part to a full return to normal operations. Despite these gains, the industry’s national operating revenue was 13.1% below that of $1.9 billion recorded in 2018—the highest amount on record since the beginning of the data series in 2014—underscoring the prolonged impact of the pandemic on the industry, according to a report released Tuesday by Statistics Canada.
Operating expenditures grew at a slower pace than operating revenue, increasing 10.3% from 2022 to $1.5 billion in 2024. As a result, the operating profit margin rose to 7.9% in 2024; however, this was well below the profit margin recorded in 2018, pre-pandemic (16.2%), said the federal agency.
“In response to rising cost pressures and stagnating theatre attendance, which climbed to two-thirds (66.6%) of the level seen in 2018, the average ticket price (calculated as total admission receipts divided by the number of paid admissions) rose to $12.57 in 2024. This represented a 5.5% increase from 2022 ($11.91) and a 31.9% rise from 2020 ($9.53),” said Statistics Canada.
“E-commerce sales in 2024 declined to $234.4 million, or 15.7% of total sales. This marks a significant drop from their 2022 peak of $307.2 million, or one-quarter (24.7%) of total sales. During the pandemic, e-commerce sales were buoyed by food sales made through delivery services and the widespread practice of booking seats online in advance. However, with the return to in-person experiences and a resumption of business as usual in 2024, more people began purchasing their tickets in person again.
“In 2024, the largest component of sales for the motion picture theatres industry was once again admission receipts, accounting for more than half (53.8%) of total sales. This was followed by sales of food and beverages, which increased their share to 38.0%.”
Canada’s motion picture industry continues its post-pandemic recovery, but it moves forward with measured caution. While pent-up demand and delayed theatrical releases led to revenue growth in 2024, the industry still faces significant long-term challenges, said Statistics Canada.
“The pandemic accelerated shifts in consumer habits and preferences, leading many audiences to favour the convenience of digital platforms over traditional cinema experiences. As streaming services capture an increasing share of viewer attention, box office revenues will continue to face growing competition, fundamentally reshaping how Canadians engage with film,” it said.
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