How Movie Theaters and the Entertainment Industry Are Tapping Into IRL Experiences and Influencers to Reach Gen Z

As the entertainment world shifts to digital, movie theaters and even streaming giants are finding ways to court Gen Z by creating immersive, in-person experiences. Gen Z has grown up with Netflix and TikTok, but now they’re rediscovering the value of real-life engagement—something that both AMC, Cinemark, and companies like Netflix are using to draw them back from their screens and into the world.

FOMO-Driven Live Events

Gen Z is often called the “FOMO” (Fear of Missing Out) generation. They’re constantly seeking unique, shareable experiences that are exclusive or limited. Movie theaters like AMC and Cinemark have tapped into this by turning new releases into full-scale events. These are more than just screenings; they’re unmissable experiences. Whether it’s early screenings with exclusive content, director Q&As, or theme nights, movie theaters are offering something that streaming simply can’t replicate: an in-person, one-time experience.

Cinemark, for example, has hosted interactive marathons of popular franchises like Harry Potter and The Avengers, turning each screening into a mini-event. AMC has gone further with early screenings that include special access to merchandise, and Cinemark has introduced live performances and themed lobby events. For Gen Z, this kind of event offers something unpausable and sharable, making it a hot ticket for those who crave unique, live moments.

The In-Person Experience: Beyond the Movie

Gen Z doesn’t just want to watch a film; they want an entire experience. Movie theaters are focusing on elevating the environment around the screening itself. Cinemark has introduced interactive lobby spaces with AR (augmented reality) photo booths, where fans can snap movie-themed content to share on social media. AMC’s Dolby Cinema offers high-end sound and visuals that make every film feel premium, adding to the exclusivity and in-the-moment nature of the experience.

Theaters are also upping the ante on luxury. From recliner seats to gourmet concessions, AMC and Cinemark are making sure that moviegoing is more than just watching a film; it’s a night out that feels indulgent and worth sharing.

Digital and Physical Worlds Collide

Even though Gen Z is highly engaged online, movie theaters are finding ways to blend the digital and physical worlds. Cinemark and AMC have both enhanced their mobile apps, turning them into digital companions for the in-theater experience. Through AMC’s app, moviegoers can unlock AR filters and exclusive content related to the movie they’re about to see, while Cinemark’s app gamifies the movie experience by offering rewards for ticket purchases and concession buys.

These apps keep Gen Z engaged before and after the movie, adding a digital layer to an in-person experience. It’s a strategy that leverages the generation’s love for tech while offering something that streaming alone can’t provide—real-time engagement that extends beyond the screen.

Netflix’s IRL Magic: Stranger Things: The Experience

It’s not just traditional theaters jumping into the IRL game. Streaming giant Netflix is also seeing the power of in-person events with Stranger Things: The Experience. This immersive, interactive event brings the fictional town of Hawkins to life, letting fans step into iconic sets, interact with live actors, and experience the Upside Down in person.

The event includes photo ops, themed food and drinks, and shareable moments that fans eagerly post across Instagram and TikTok. It’s an experience that merges the digital and physical worlds—turning Netflix’s hit show into a live, social event. This speaks directly to Gen Z’s love for shareable, limited-time experiences that can’t be replicated at home.

IRL Brand Collaborations and Pop-Ups

AMC and Cinemark have also leveraged partnerships and pop-up experiences to cater to Gen Z’s love for limited-edition, exclusive events. Both chains have collaborated with brands to host pop-up shops and exclusive merchandise tie-ins during big movie releases. These experiences drive home the idea that going to the theater is about more than just the movie; it’s about being part of something bigger.

Pop-up events tied to film franchises, like Star Wars or Marvel, have allowed theaters to attract both movie lovers and collectors. The fleeting nature of these collaborations—only available in-person and for a limited time—plays right into Gen Z’s desire for FOMO-inducing experiences.

Building Community with Exclusive Screenings

Another key draw for Gen Z is the community aspect of moviegoing. Cinemark and AMC are fostering this by hosting themed nights, interactive screenings, and exclusive events that bring fans of specific genres or franchises together. For instance, AMC has organized fan screenings for major releases like Spider-Man: No Way Home, where fans can participate in trivia games, dress up in cosplay, and connect with others who share their passion.

These events create a sense of belonging that can’t be replicated by streaming platforms. It turns moviegoing into a social experience, where attendees feel like they’re part of a larger community of fans. Gen Z, especially post-pandemic, craves these kinds of in-person interactions where shared experiences form lasting connections.

Conclusion: The Appeal of IRL Experiences for Gen Z

As digital as Gen Z may be, the allure of in-person, live experiences remains strong. AMC, Cinemark, and even Netflix are capitalizing on this by creating immersive, unique events that take entertainment beyond the screen. Whether it’s the community-driven exclusivity of fan screenings or the digital-meets-physical engagement in AR-enhanced lobbies, theaters and streaming giants alike are tapping into the IRL magic that Gen Z craves.

By making entertainment an event, not just a product, they’re proving that the future of movies—and even streaming content—lies in bringing audiences together for real-life, unmissable experiences.