Exhibition has made an admirable recovery from the pandemic. Box office grosses are up, though they have yet to return to pre-pandemic levels. That’s because a sizable number of people have stopped going to the theatres. In a first-of-its-kind study done in partnership between The Quorum, Cultique and Fanthropology, more than 2,500 pre-pandemic theatre goers were polled to see if they have returned to the big screen or not. As this study shows, three driving factors have kept former theatre goers from returning: concerns over safety, price sensitivity, and the feeling that going to the theatre doesn’t provide a great experience. Exhibition is at a crossroads.