As technology evolves to make film more accessible and on-demand, movie theater attendance worldwide has fallen. The niche market of independent arthouse theaters, however, is thriving. In a pilot study conducted for FilmBar, an arthouse theater in Phoenix, Arizona, a 28-question quantitative survey was used to gain insight into patrons’ moviegoing habits, preferences, and decision-making process as well as self-identified “Big Five” personality dimensions using the Ten-Item Personality Measure (TIPI). In total, 87 theater patrons aged 18-69 with various socioeconomic, educational, and ethnic backgrounds responded. ...