More than the actual films though, it is the surrounding experience at the cinema that is pulling this generation through the doors.
So it should perhaps be no surprise that in cinemas too, this generation is now making its presence felt, but after some neglect.
Whichever it is, says Clapp, many older people haven’t been to the cinema in a long time.
So, are the changes in cinema design, food and location encouraging mature audiences back into the cinemas, or are these things being accommodated around them?