As 2026 unfolds, movie theaters in Wisconsin are experiencing a remarkable surge in revenue, driven by a combination of nostalgic film offerings and a renewed interest from Gen Z audiences. This revival marks a significant milestone for an industry that has faced considerable challenges in recent years.
Marcus Theaters, a major player based in Milwaukee, has reported a record-breaking revenue for the month of June, the highest in its 91-year history. This includes peak concession sales and unprecedented box office earnings since June 2019. Meanwhile, Milwaukee Film, a nonprofit arts organization, has witnessed a 20% increase in attendance at its independent theaters located on the city’s north side.
Key contributors to this success include the blockbuster release of “Toy Story 5” on June 19, along with horror hits like “Obsession” and “Backrooms,” the latter of which has intriguing Oshkosh connections.
Leading the pack, “The Super Mario Galaxy Movie” has emerged as the top-grossing film of the year, raking in over $1 billion globally since its April 1 release.
Susan Kerns, executive director of Milwaukee Film, emphasized the crucial impact of 2026 as a rebound year for the industry. “We have many more movies this year coming out of Hollywood that people want to see,” Kerns shared with WPR’s “Wisconsin Today.”
Classic film screenings have played a role in attracting audiences, but Kerns notes that theaters often have limited control over the success of new releases. “Sometimes the online discourse takes on a life of its own around a film,” she stated, highlighting the unpredictable nature of audience reception.
The preference for in-person movie experiences among Gen Z is a noteworthy trend, with young audiences prioritizing theater visits over streaming alternatives. UW-Milwaukee associate professor Jocelyn Szczepaniak-Gillece observed a similar trend among her students, attributing it to a desire for collective experiences amidst digital isolation.
“What we’re lacking is this experience of being together with others and getting to have a defined immersive aesthetic moment with strangers that we might not necessarily ever interact with otherwise,” Szczepaniak-Gillece explained. This sentiment is echoed by Kerns, who recognizes Gen Z’s appreciation for communal cinematic experiences.
Hollywood’s nostalgic offerings, such as “The Super Mario Galaxy Movie,” “Toy Story 5,” and “The Devil Wears Prada 2,” continue to resonate with audiences. However, the success of new horror films like “Backrooms” and “Obsession,” created by young directors with roots in YouTube media, underscores the evolving landscape of filmmaking.
“They have this kind of training in media that appeals to people of their generation,” Szczepaniak-Gillece noted, explaining the unique connection these filmmakers have with Gen Z audiences. As the year progresses, industry insiders like Szczepaniak-Gillece and Kerns are optimistic about the upcoming releases, including “The Odyssey” and “Spider-Man: Brand New Day” in summer, followed by “Dune: Part Three” and “Avengers: Doomsday” in winter.
