As “The Super Mario Bros. Movie” arrives in theaters, a full-scale effort to attract young moviegoers is underway, featuring coloring stations, collectible popcorn, and character appearances.

The Rise of PG-Rated Blockbusters

It’s not a new trend, but the culmination of one. In 2024, PG-rated movies surpassed all other ratings in domestic ticket sales for the first time in decades, earning $3.18 billion according to Comscore. Five of the top six worldwide films were also rated PG, including “Inside Out 2,” “Moana 2,” and “Despicable Me 4.”

Box Office Successes

By Sunday, Universal Pictures anticipates a five-day opening of $186 million domestically and $350 million worldwide for “The Super Mario Bros. Movie.” This would make it the biggest hit of the year, exceeding successes like Pixar’s films that also targeted young audiences. The first “Super Mario Bros. Movie” grossed $1.36 billion worldwide.

A Focus on the Next Generation

Despite industry anxieties and theaters continuing to close underperforming locations, a key demographic – children – are consistently turning out for movies. Michael O’Leary, president and CEO of Cinema United, emphasizes the importance of creating a wonderful experience for young movie fans.

Gen Alpha's Preference for Theaters

Research from the National Research Group indicates that Gen Alpha (ages 12 and under) expresses a stronger preference for watching movies on the big screen compared to other generations. A study revealed that 41% of Gen Z moviegoers attended at least six movies in 2023, a significant increase from 31% two years prior.

The Appeal of the Theatrical Experience

Increasingly, families are choosing the cinema for entertainment, seeking experiences beyond smartphones and streaming services. Jim Orr, distribution chief for Universal, notes that families “want to do things” and “make memories.” Universal has expanded its exclusive theatrical window to five weekends to accommodate this demand.

A Packed 2026 Schedule

2026 is shaping up to be a particularly family-focused year, with 26 wide-release PG movies scheduled, up from 24 in 2025 and 18 in 2024. Upcoming releases include “Toy Story 5,” “Minions & Monsters,” and the live-action “Moana.”

The Family Film's Resilience

The resurgence of family films follows a period where many detoured to streaming during the pandemic. Paul Dergarabedian, head of marketplace trends for Comscore, describes the family film as having “come back from near-extinction.” He now refers to PG as the “new PG-13,” signifying its central role in the modern multiplex.

Dergarabedian believes that as long as families continue to grow, the future of the movie theater experience is secure. “The kids that are going to the movies today are going to take their kids tomorrow,” he says.